Quiz Funnels

A quiz funnel asks visitors a few questions and recommends products based on their answers. Brands such as Warby Parker and Care/of use this approach. Instead of browsing a full catalog, the visitor gets a short list chosen for them.

How it works

A quiz replaces browsing with a guided recommendation. It works for three reasons. It holds attention because the visitor is doing something. Each answer tells you more about what they need. And the result feels made for them, which makes it easier to buy.

How to do it

Write five to eight questions. Each one should segment the visitor, name their problem, or capture a preference.
Cut any question that does not change the recommendation.
Show one question per screen, with image answers where possible and a progress bar.
Decide where to ask for email: before the results or on the results page. Test both.
Frame the email ask as “Send me my results,” not “Subscribe.”
On the results page, show the recommendation, explain why it fits their answers, add reviews, and include a clear buy button.
Email quiz completers who did not buy. Resend their results with related tips.

What to measure

Quiz completion rate: Share of starters who reach the results page.
Quiz-to-purchase rate: Share of completers who buy a recommended product. Compare it to the site average.
Email capture rate: Share of completers who give an email address.

Best practices

Open with an easy question. “What’s your morning routine like?” is a better first question than “What is your budget?”
Write in a casual, conversational tone.
Map answers to products with a weighted score, not strict if/then rules, so mixed answers still get a sensible result.

Common pitfalls

Asking too many questions. Every extra question loses some people.
Giving everyone the same result. If the answers do not change the outcome, the quiz feels fake.
Ignoring people who start but do not finish. Send a reminder to finish the quiz.