Shopify Quiz Funnel — Guide, Examples, and Apps [2025]

Shopping at “a physical store” and “an eCommerce store” are different experiences.

At the physical store, customers can approach someone to figure out what exactly to buy when they’re not sure with multiple options. In an eCommerce store, that’s not quite feasible. Of course, they could use live chat IF available.

But the thing is — not every customer is going to chat with you, and if they do, you might not have that huge bandwidth. And you also don’t want to lose those customers.

So, what’s the solution? The short answer is —  Shopify quiz funnel.

In this blog post, we’ll take you through a detailed step-by-step guide on how to build a Shopify quiz funnel along with examples and the best Shopify apps to build a quiz funnel.

Let’s get started!

What is a Shopify Quiz Funnel?

Shopify or eCommerce quiz funnel is a marketing strategy where website visitors are invited to answer a quiz (a set of questions) mainly for two purposes: 

1. Display personalized product recommendations;

2. To gather data from potential customers — and then, nurture and convert those leads through personalized marketing.

Now, this is a broad definition of the quiz funnel; however, different brands may use quizzes in different ways, and for various purposes. But the core idea is: 

— to engage potential (or even existing) customers through an interesting quiz, 

— gather valuable insights about their interests, preferences, challenges, etc.

— and eventually, guide and lead them to buy your product or service based on the gathered insights.

Here’s a great example of a Shopify brand using a quiz on its homepage: Encircled — a female-founded sustainable clothing brand — helps its customers discover their personal style using a quiz.

Now, let’s take a look at another great example of an eCommerce quiz funnel — The Farmer's Dog — a brand that offers human-grade dog food delivery.

In this example, the difference is that the brand is heavily focused on the quiz funnel as customers are required to go through the quiz funnel before they can view any product on the store. 

How Does a Shopify Quiz Funnel Work?

The important thing is — for it to be considered a “quiz funnel”, the answers must be submitted by the respondents along with some contact details, i.e., email address, phone number, or both. Because the contact details are required to nurture those leads further.

Here’s an example explaining how a quiz funnel works:

Bring traffic to your website through SEO or ads, and prompt the visitors to attempt the quiz. Collect customers' names and contact details. Once the sign-up is completed, it works the same way as any other funnel would work — you nurture the leads through email and content marketing.

Here are some examples of how different types of quizzes can be created for the funnel:

• Product recommendations quiz: Respondents can answer certain questions related to their personal specifications, requirements, or preferences — and then the brand will recommend products suitable to the submitted responses.

• Discount gamification quiz: Respondents can answer the quiz as a fun activity and win a discount code or free digital product at the end of the quiz. You can combine fun questions with other questions to understand the respondent better. For example, the quiz may start with the gender and age fields.

• Assessment & guidance quiz: Here, respondents can answer certain questions related to their concerns or current problems — and the brand will share the assessment results and guidance (automatically or manually) based on the submitted responses.

Pro tip: Most brands use quizzes mainly for product recommendations. But you don’t need to limit yourself to what’s already being done by many other brands. You can come up with your own unique quiz idea. Think about your ideal customers and what would be important or engaging for them, and create the quiz accordingly.

Why Create a Shopify or eCommerce Quiz Funnel?

In eCommerce, there are many different types of funnels such as marketing funnel, sales funnel, click funnel, website conversion funnel, and so on. You can even combine multiple funnel strategies. 

However, the quiz funnel has a unique angle where you gather a lot of insights that are helpful in various ways. Here are the benefits of creating a quiz funnel:

• Curate Personalized Marketing:

Marketing done with personalization hits different. It can give you the best ROI (return on investment) when done correctly. A quiz funnel helps you with great customer insights that are essential for personalized marketing.

For example, let’s say you’re a food brand and you ask potential customers if they would be interested in sugar-based or sugar-free products. Depending on the answers submitted by them, you can create separate email marketing campaigns.

• Increase Sales and Conversions:

Sometimes, customers don’t know what they should buy. The quiz helps you offer personalized product recommendations and it helps customers make that decision. Thus, you can increase the chances of conversion. 

On top of that, when you nurture your leads with personalized marketing, those leads are more likely to convert. You can also leverage personalized marketing to keep generating recurring revenue from your existing customers.

• Generate Quality Leads:

When website visitors engage with your quiz, it’s an early indication that they are interested in your product/service or at least the related subject. Thus, when such users submit their contact details, you can generate a pool of quality leads instead of completely random subscribers.

• Enhance Upselling & Cross-Selling Opportunities:

You can design your quiz funnel in a way that captures the broader interest of the customer. Use those insights for upselling and cross-selling. For example, when asked about the favorite fashion accessories, let’s say a customer selected items such as sunglasses, watches, and bracelets. So, it would be a great idea to offer these product recommendations for cross-selling.

• Build a Loyal Customer Base

Look at a long-term vision and implement a robust quiz funnel strategy that can help you know your customers to the best extent. These customer insights can become a solid foundation to build a brand with a loyal customer base.

How to Create a Shopify Quiz Funnel

Here’s the step-by-step guide on how to create a quiz funnel for your Shopify store:

Step 1: Research & Create Your Buyer Persona

The quality of your questions has to be top-notch to make the quiz engaging at a personal level. And that’s why you need to know the target audience well to create questions that they’ll find interesting or worth answering.

There are multiple ways to perform customer research even before you create your quiz, e.g., reviewing existing customer data, conducting surveys, etc. So, create your buyer persona with as many details as possible. 

What’s a buyer persona?

A buyer persona is a semi-fictional character of your ideal customer with a description of traits like gender, age, profession, location, income, goals, pain points, etc.

Step 2: Create the Questionnaire

The goal here should be to create a questionnaire that could help recommend the most suitable products and connect the dots with your marketing as well.

Now, there are two important things here —

1. Make sure to keep the questions and options concise and to the point. 

2. Be mindful about the number of questions — no more than 8-10 questions.

You don’t want to bore your customers and make them leave the quiz mid-way. That said, gather all the necessary information especially when you’re going to recommend products based on the quiz.

Step 3: Research and Finalize the Shopify Quiz App

Go to the Shopify App Store and search for the quiz funnel app. You’ll find many different apps. Finalize the app that meets your requirements and budget. (We’ll help you with some of the best quiz funnel apps in the next section.)

For this tutorial, we’ll go with the "RevenueHunt: Recommender Quiz" app. Click on the Install button in the Shopify App Store.

Review the access permissions and click the Install button again.

As soon as you install the app, you’ll land on the app dashboard where you can see the Success Checklist to review the progress.

Step 4: Create Your Quiz

Based on the questionnaire you just prepared, create your quiz funnel. Ask for the minimum possible contact information, or else, customers might hesitate to share. Ideally, ask for just an email if your main strategy is email marketing.

Go for the phone number only if you need it because it’s likely going to reduce your signup conversion rate.

Now, click on the “new quiz” button to proceed with your first quiz.

You can either start with an empty quiz from scratch OR choose any of the readily available templates if applicable for your quiz. We’ll go with the Coffee Quiz template for this guide:

Once you open the template, you’ll see the visual quiz builder with the menu on the left sidebar. Using this visual editor, you can edit or insert the questions and options in the existing quiz template.

Once you’ve prepared all the question-answers, you can link the eligible question with your collections and products so that those products will be recommended. Also, you could add customer tags for better organization of data and to run personalized email marketing campaigns.

Now, it’s time to set up your conditional logic criteria based on your needs.

Then, click on the Quiz Design option to edit or change the color scheme of the quiz and to match with your branding. Next, customize your Results Page.

Insert an email address where you’d like to send important notification emails.

Learn more: How to Send Result Emails from Your Server Using SMTP

Lastly, set up all the Quiz Settings and click on the Save button in the top right corner. As soon as you hit the Save button, you’ll be provided with the next step. You can present the quiz on your website through different methods such as:

• Link popup

• Inline embed

• Automatic popup

• External link

• Email link

• Chat popup

For this tutorial, we’ll go with the Inline embed option. Copy the Quiz ID as we’ll need it in the next step.

Now, go to the Shopify admin and click on the Online Store > Themes. Click on the Customize button next to the three dots. Then, you’ll enter Shopify’s visual editor. 

Click on the Add Section button in the left sidebar and select the Inline Quiz block.

Then, paste the quiz ID we copied and click the Save button in the top right corner.

Now, your quiz is ready and published on the live store.

Pro tip: Once the setup and preview of your quiz funnel are completed, you should check out the entire quiz funnel. Submit a test quiz and see if there are any areas of improvement.

Step 5: A/B Test to Optimize the Quiz

So, we talked about being careful with what and how much information you collect from potential leads. But instead of just assuming things, you can A/B test two different versions of the quiz to see which one drives the most signups.

For example, create two versions of the quiz and two different landing pages — one with email as the required field and another one with both email and phone number. Then, compare the results to see which one gets more signups. Similarly, you can also test the number of questions as well.

Pro Tip: Use GemX to perform A/B testing. GemX is our new Shopify app that helps merchants with conversion rate optimization (CRO) and A/B testing. You can easily A/B test different landing pages of your quiz and optimize the quiz funnel.

Step 6: Nurture and Convert the Leads

6.1 Use a CRM Tool

A CRM (Customer Relationship Management) tool can help you organize and manage customer data more effectively. You can store data of your potential leads in a CRM tool.

6.2 Use Email Marketing

Once you start generating leads, i.e., subscribers that sign up for email marketing, you can start your email marketing campaigns to nurture those warm leads.

Tell them your brand story. Share valuable content. And then, in between those emails, share your offerings with discount codes. This way, you can slowly and strategically convert those potential buyers into paying customers.

Step 7: Monitor and Analyze the Funnel Performance

After launching your quiz funnel, regularly monitor the performance to see how the website visitors are engaging with it and if there are any areas of improvement. Also, you can collect feedback from customers about the quiz.

Just like we discussed performing A/B tests for the contact details and the number of questions, you can also try experimenting with different designs in the future.

Best Shopify Quiz Funnel Apps

Now, let’s review some of the best Shopify apps that you can consider to build your quiz funnel:

1. RevenueHunt: Recommender Quiz

RevenueHunt: Recommender Quiz is one of the most popular quiz apps on the Shopify App Store with 300+ reviews.

Rating & Reviews: 4.9 Out of 5 Stars (319 Reviews)

Key Features:

• Video quizzes: Engage with potential customers through video quizzes and make them more engaging.

• Data segmentation: The app lets you make the best out of the data by using the segmentation feature.

• CRM integration: Send the potential lead to your email marketing and CRM platforms.

• Custom design: Lets you design your quiz funnel with your preferences.

Pricing:

2. Octane AI: Advanced Quiz Maker

Octane AI: Advanced Quiz Maker is another popular quiz funnel builder app, and as the name suggests, it’s powered by AI.

Rating & Reviews: 4.8 Out of 5 Stars (298 Reviews)

Key Features:

• Quiz builder: Leverage the power of AI and quickly create quizzes.

• Quiz design: Design the elements and color scheme to match your branding.

• Native integrations: Offer the option to integrate with tools like Recharge, Klaviyo, Attentive, Zapier, and so on.

Pricing:

3. Quiz Kit: AI Product Finder

Quiz Kit: AI Product Finder is a quiz funnel app with a “Built for Shopify” badge which is one of the indications that the app meets Shopify's highest quality standards for speed, ease of use, and value for merchants.

Rating & Reviews: 4.9 Out of 5 Stars (176 Reviews)

Key Features:

• Quiz templates: A library of professionally designed templates to help you get started quickly.

• Integrations: Easily integrate with other tools such as Klaviyo, GTM, Attentive, etc.

• Advanced logic: Granular product recommendations with the help of different advanced logics.

• Analytics: Get insights through advanced analytics and reports.

Pricing:

4. Lantern AI Quiz Builder

Lantern AI Quiz Builder helps you create quizzes with the power of AI. This app also has the Built for Shopify badge.

Rating & Reviews: 4.8 Out of 5 Stars (150 Reviews)

Key Features:

• Personalized recommendations: Offer personalized recommendations based on the quiz and increase conversions.

• Dynamic data: Leverage dynamic data to increase the chances of quiz completion.

• Flexibility: Publish your quiz as a standalone landing page, embed it in an existing page, or create it as a popup.

• AI-generated quiz: Generate a quiz in a few seconds using AI.

Pricing:

5. VQB: AI Product Quiz Builder

VQB: AI Product Quiz Builder is another AI-powered quiz funnel builder that you may consider in your shortlist.

Rating & Reviews: 4.8 Out of 5 Stars (144 Reviews)

Key Features:

• Product recommendations: Create product recommendations either with AI or manual tagging.

• Dynamic result pages: Display result pages with custom messaging.

• Integrations: Integrate with platforms like Klaviyo, Recharge, Zapier, GA4, and so on.

• Multiple languages: Supports 23 different languages including Spanish, Arabic, Dutch, French, German, Japanese, etc.

Best Practices for an Effective Quiz Funnel

• Have a Clear Placement & CTA

If the quiz funnel is an important strategy for you, place the quiz in the above-the-fold section of your website. This way, your quiz will be the first thing your website visitors will notice upon landing on your website.

• Use it as an Education Tool

Along with guiding your customers, you can also use the quiz to educate your customers about your product or service. For example, when asking customers what type of coffee they love, you can also mention unique aspects of each coffee product you have in the options.

• Make it Conversational

The questions should be written in a way that sounds like a conversation. To make it more engaging, you could also add images, GIFs, or animations.

Final Thoughts on Shopify Quiz Funnel Strategy

While there are many brands using the quiz funnel strategy, it’s still quite an underrated growth strategy in the market. If you’re looking to build your quiz funnel, start preparing now.

You can even run it as an experiment and see how it goes. Remember — performance monitoring will be a crucial factor in figuring out how you should proceed further with this strategy.

To learn more about eCommerce marketing strategies and best practices, check out more resources on GemPages Blog. Join the GemPages Facebook community to network and learn from like-minded entrepreneurs and experts.

FAQs about the Shopify Quiz Funnel Strategy