Build a quiz that segments visitors, recommends products, and captures emails — converting 20-40% of participants. Step-by-step blueprint.
Quizzes convert 20-40% of participants because they flip the script — instead of pushing products, you let visitors pull the right recommendation toward themselves. This blueprint walks you through every step: choosing a quiz type, writing questions that segment, building result pages that sell, and setting up the email sequence that closes.
Based on Ryan Levesque's ASK Formula + Scorecard Marketing by Daniel Priestley.
Pick the format that best matches your product range and customer decision process.
The hook is what gets people to start. Make it curiosity-driven and outcome-focused.
Each question should feel easy and move the visitor closer to a result. Mark which questions drive segmentation.
Each result is a segment. Tailor the recommendation and CTA to match what that segment cares about.
Decide what you trade for their email and when you ask for it.
Three emails that move quiz participants from curiosity to purchase. Personalize each based on their result.
Blueprint completion
Fill in each step to build your quiz funnel blueprint. Progress updates in real time.
Typeform, Octane AI (Shopify-native), and RevenueHunt are the most popular. Octane AI integrates directly with Shopify product data and Klaviyo for email. Typeform is more flexible for custom designs. RevenueHunt is purpose-built for product recommendation quizzes and requires no code.
Five to eight questions is the sweet spot. Fewer than five does not give you enough data to segment accurately. More than eight causes drop-off — completion rates fall roughly 5-10% per additional question after eight. Front-load the easy, fun questions and save the harder ones for later.
It depends on your goal. If list building is the priority, gate the full results behind email — you will capture 60-80% of people who finish the quiz. If conversion rate matters more, show results immediately and offer email for a bonus (discount code, detailed guide). Test both and measure revenue per quiz completion, not just opt-in rate.
The highest-converting placements are: a homepage banner or hero section, a pop-up triggered after 30 seconds or 50% scroll, a dedicated landing page linked from ads, and an email to your existing list. Quizzes also perform well as the CTA in blog posts — "Not sure which product is right for you? Take the quiz."
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