Ecommerce Quiz: Best practices with Example

July 9, 2024

There are various popular ways to get shopper’s data in Ecommerce business, such as tracking their interactions with the website, observing their past purchases, or sourcing data from a third party.

All this is good but it just helps marketers make inconsistent guess about the shoppers and their behavior but can’t tell their exact persona to recommend a suitable product.

Product recommendation quizzes on the other hand does exactly what it needs to do. The algorithm which works at backend of these quizzes, suggests personalised products that the customer needs right now.

“Personalization with quiz leads to repeated sales and happy shoppers.”

In the highly competitive market these days, Ecommerce businesses need precision in customer data,

  • for them to personalize product recommendations,
  • for them to engage their shoppers,
  • and ultimately for their own Ecommerce business to flourish.

Now when we talk about the exact data of a particular shopper, the best way is to directly ask them through Ecommerce Quiz.

We call it the Zero-party data. Thankfully getting this Zero-party data is a bit easier online than offline. There are quite some amazing ways to collect this Zero-party data but here we would be talking about the most effective of them all, Ecommerce Quizzes.

Yes, you heard it right! E-Commerce Quiz… And best practices to create E-commerce quiz is one good question to ponder upon in this article.

What is an E-Commerce quiz?

An Ecommerce quiz is a set of questions written by online brands on their platform to ask from their audience for various purposes such as lead generation, product recommendation, Zero-party data collection, and much more.

The Ecommerce quiz have different names in different industries. For instance, foundation finder/shade finder/routine finder (a fine example of Artificial intelligence in beauty sector) used in the cosmetics industry, wine quiz used in the beverage industry, etc.

Ecommerce Selfie QuizTM platform made with Tangent AI

These industry-specific quizzes are different in various senses but there are some basic principles of making these quizzes and would love to share some of the best practices to create e-commerce quiz.

Learn what exactly is Selfie QuizTM platform.

Why ecommerce quiz?

Apart from engaging the shoppers online, there are various ways by which the quizzes provide value addition to an organization.

#1. Collect valuable zero-party data

The answer to each question in the quiz gives you some data points about your existing shopper or your potential shopper. This is directly from the shopper rather than getting the data from the third-party resources. This also adheres to the latest GDPR compliance.

1st Party-data is high quality data

#2. Increase signups

The quizzes are engaging. So we ask for their email at the end of the quiz by adding a call-to-action button at and of the quiz. This increases the signup at a faster rate than the normal process of signups.

#3. Better product recommendations

The answers to the quiz collected are directly from the shoppers. Hence, this helps in recommending the right product to the right shopper. So, quizzes help in online sales

#4. Ecommerce quiz help in retargeting

Once the shopper is onboarded with relevant data from the quiz, it becomes really easy for retargeting the product which is very much relevant to their interests. Retargeting can be done with various platforms such as Facebook, emails, ads, messages, Whatsapp, etc.

#5. Better shopper segmentation

With the shopper’s data, it is very easy to segment them into different groups. These groups are collectively marketed with more personalization. Groups over Whatsapp can be created on the basis of segmentation, and regular content, discount coupons, etc can be shared with the group for better engagement with a set of shoppers with similar interest and increased purchases.

These industry-specific quizzes are different in various senses but there are some basic principles of making these quizzes and would love to share some of the best practices to create e-commerce quiz.

Some best practices to create an E-Commerce quiz

#1. Keep it short

It is really good for any business to collect as much Zero-party data as possible.

But it would make no sense if people lose interest while filling up the quiz and drop off somewhere in the middle.

Generally, 5-6 questions are optimal for a good for your prospects to make it to the end.

#2. Use good and relevant images

Images, as options, play an important role in engaging the shoppers to complete the quiz because a pile of texts most of the time becomes boring.

Good and relevant images as options ease out the effort of filling up the quiz for the shoppers.

You can check PetLama for example. They use well thought relevant images.

#3. Quiz with Value addition

No one would like to put effort into filling up a quiz without recommendations. It is really important for a shopper to know what they would get after completing the quiz.

It can be some information about their skin in case of cosmetics, their traits or taste profile in case of beverage, or may help them figure out what they want based on data points that they have shared in the quiz.

#4. Collecting emails is mandatory

Making shoppers fill the quiz does not make any sense, specifically for the new visitors, if they are not asked emails at the end or if the email is not mandatory at the end.


“Emails are valuable to reach out to shoppers one on one.”

Emails are necessary for businesses because they work as a unique id to link the filled choices to their email ids. The whole process is known as customer segmentation. This is also necessary to increase customer life cycle by being in touch with them on a timely basis and make them loyal for your brand.

It has been generally seen that if it’s not made mandatory, shoppers mostly skip to fill their email which is a loss for the business. Shoppers should be incentivized to fill up their email at the end.

#5. Interactive facts

It is the most important goal for any business to make the eCommerce quiz as interactive as possible. There should not be any point where shoppers feel uninterested.

Ecommerce platforms use fun facts and interesting messaging in between or after some specific questions. This makes the shoppers engaged and helps in quiz completion.

#6. The flow of the questions

The flow of the questions should be designed in such a way that everything should sync properly and make sense. For example, when you are making a beauty quiz, you must first ask about their skin tone & then undertone, then move on to figure out if they have a sensitive skin or not, then if they have any skin issues such as blackhead etc and so on.

Maintaining a natural flow ensures that the experience of the shopper is decent and it improves the chances of conversion (in this case, quiz completion).

Examples of eCommerce Quiz

#1. Amazing Cosmetics: Quiz to convert drop offs

Amazing Cosmetics is one of the most coveted and trusted brands by makeup artists and their celebrity clients and beauty enthusiasts world over. They are known for their unbeatable and undetectable coverage that could outlast even the longest days on set. They have formulated every one of their award-winning concealers, primers, and foundations with the highest quality of ingredients.

Amazing Cosmetics has rapidly achieved cult status among pro makeup artists and celebrities for long lasting products.

Screenshot of Amazing Cosmetics smart popup by Tangent AI

#2. Adoratherapy: Personalized checkout pages

Adoratherapy is an artisan perfumer mainstreaming the use of multi note essential oil blends and the practice of aromatherapy in the natural perfume space.

Their products are sourced from organic, biodynamic plants and essential oils are blended into expertly customized formulas called Mood Boosts™.

It was founded upon the belief that that Mother Earth’s abundant resources offer the ability to transform the human experience, inner beauty which includes inner peace, freedom from stress, personal transformation and personal fulfilment.

Screenshot of Adoratherapy personalized checkout pages with photo, made by Tangent AI

#3. Carlucce: Personalised marketing campaign

Carlucce is an all in one natural makeup brand. They are known for their dedication to use only the most natural and beneficial ingredients for skin. “No ingredients that you can’t pronounce along with being completely vegan! Light to full coverage, use it whatever works best for you.”

Their main moto is ‘Makeup with benefits’ and skin enhancing ingredients is the expectation for all of their products.

Carlucce is completely vegan, gluten free, and made in an organic facility.

You can checkout Tangent if you want to add a quiz to your platform, collect the Zero-party data and automate the whole marketing process, all at once.