Conversion Rate

Recommend Products & Personalize Your Funnel with a Product Quiz

Michael Glover
Michael Glover
Marketing Manager, ConvertFlow

Playbook summary

Create a quiz that asks shoppers a series of questions, then provides personalized product recommendations based on their answers. You'll help people overcome "product overwhelm" and find the best item in your catalog for their needs.

  • Industry:
  • Metrics affected:
    Checkouts; AOV
  • Campaign type:

Tools you'll need

  • ConvertFlow
  • Email marketing software
  • Shopify (suggested)

Quick setup

  • Content: Questions related to your product(s)
  • Call-to-action: Add recommended products to cart
  • Targeting: Show to undecided shoppers visiting lower-intent pages

Marketers assume that the more choices they offer, the more likely people are to find the right thing. But, the opposite is true in most cases.

Too many choices tends to result in people feeling overwhelmed and just not buying anything at all.

Help people overcome this via a quiz that:

  1. Asks a series of questions to uncover shopper preferences and goals
  2. Recommends products based on a person’s answers

This significantly reduces the time and effort needed for visitors to navigate your catalog and find product(s) to solve their specific problems. It’s like the sales assistant that directs shoppers to the right part of your retail store—only online, at scale, and completely on autopilot.

In this playbook, we’ll show you how to create one of these quizzes for your ecommerce store using ConvertFlow.

Pre-step: The quiz structure

Before doing anything, you need to be clear on:

  • The title/focus of your quiz
  • The questions it will ask
  • The products it will recommend

This will vary wildly from business to business. But, generally speaking, you want to make sure the title hooks people in and is of genuine interest to your audience.

⚠️ Remember: the more questions and answer choices you have, the more recommendation combinations you’ll need to cater for. A lengthy quiz also makes it more likely that shoppers will drop off before completing.

So, try to keep your quiz as streamlined and minimal as possible. We recommend launching your first quiz with a maximum of 3-5 questions that generate just a few outcomes—you can then consider expanding the quiz later based on what worked with your first version.

With all this in mind, it’s a good idea to draft out the exact flow of your quiz on paper or a mind map tool before going any further.

Step 1: Choose a quiz template

The best place to start is choosing a design template that aligns with your product’s desired outcome or end-goal.

ConvertFlow has a wide range of customizable quiz templates for all kinds of verticals, niches, and outcomes. Browse our template library to see them all.

For this playbook, we’ll use a simple product quiz funnel template:

Too many choices tends to result in people feeling overwhelmed and just not buying anything at all.

Help people overcome this via a quiz that:

  1. Asks a series of questions to uncover shopper preferences and goals
  2. Recommends products based on a person’s answers

This significantly reduces the time and effort needed for visitors to navigate your catalog and find product(s) to solve their specific problems. It’s like the sales assistant that directs shoppers to the right part of your retail store—only online, at scale, and completely on autopilot.

In this playbook, we’ll show you how to create one of these quizzes for your ecommerce store using ConvertFlow.

Step 2: Select quiz campaign format

Once you’ve chosen a template and created (or logged into) your ConvertFlow account, the next step is to decide how you want it to be displayed on your website.

You can display a quiz in a variety of different formats:

  • On its own dedicated landing page
  • As an overlay popup
  • Embedded onto an existing page on your website

Decide which one is best for you, then select it as an option when prompted in ConvertFlow:

Select campaign format for your quiz

We’ll choose a landing page for the example in this article, where we'll build out a quiz for a fictional furniture store. Next, we’ll start customizing the design and functionality of our quiz.


If you chose to have your quiz within a popup or site message, remember to set how it’s triggered when someone is browsing your website. E.g. exit-intent, scroll-point, time delay, or on-click.

To do this in ConvertFlow, just head to the settings tab in the right side panel and scroll to the trigger section:

Popup trigger settings

SEE MORE: 6 Must-Know Popup Design Principles to Boost Conversions

Step 3: Customize your quiz design

Before we set up the actual quiz questions and answers, it’s best to make sure the fundamental design looks the way you want it to.

This means adding in your brand colors, logo, fonts, styles, etc.

You have two options for this:

  1. Theme-level. This sets colors, fonts, etc. across the campaign as a whole.
  2. Element-level. This allows you to override theme settings to edit styles on an individual element level.

We’re going to create a quiz funnel for a fictional furniture store and want to switch up the colors a little to match our brand.

Head to the "Theme" tab in the builder's side panel. From here, you can customize styling for all kinds of element types:

Quiz theme tab

Let’s open up the button options and change to a dark green color:

Style quiz button colors

These (and any other) changes made at the theme-level should get applied across the entire quiz. You can then make tweaks to individual elements as and when you like throughout the campaign.

Step 4: Customize your quiz questions

Now that we’ve got the quiz looking how we want it to from a visual perspective, it’s time to build out the questions of our product quiz.

The exact questions to include depend on a range of things, such as your target audience and desired outcome. But, generally speaking, you want to make sure the quiz is appealing to those you’re trying to attract and aligns with the solution your business offers.

For our furniture store example, we’ll include the following questions:

  1. Which room are you furnishing?
  2. What is your interior style preference?
  3. What is the size range of this room?

To add the question, we just edit the headline text in each step:

Update quiz question text

Then, to set the answer options, just select the survey element and edit the options in the right-side panel.

You can click the pencil icon to edit each option:

Edit quiz answer options

Your quiz can be as long or as short as is needed. Just duplicate/delete the campaign steps to add or remove questions.

It’s also important at this stage to set up your field mapping correctly.

For each quiz question, open up the “Map to Custom Field” dropdown in the side panel:

Custom field mapping option

Then, scroll to the “ConvertFlow Custom Fields” section, select the “New Field Name +” option, and give your field a unique, recognizable name that’s relevant to the question:

Create new custom field label

This means that all the answers a visitor gives in the quiz will be saved as individual fields in their ConvertFlow contact profile.

But, more importantly, once we connect your email tool or CRM (in the next step), these fields will also be mapped through to relevant properties and fields in that software. Meaning you’ll be able to run all kinds of highly segmented email & SMS sequences based on the answers people give to your quiz 😎

Note: Field mapping works slightly differently, depending on the CRM/ESP being used. See more details on doing this for different integrations here.

Step 5: Connect your email tool or CRM

Your quiz should now have all the questions created. Next, we need to connect your email tool or CRM of choice (Klaviyo, Attentive, HubSpot, Drip, etc.) for all the subscriber and contact data to be passed on to.

To do this, we’ll jump to the “Call-to-action” step of the quiz.

Then, select the form in the main builder and click the “Manage Actions” button in the side panel:

Call-to-action step manage actions button

A modal window should now appear on your screen.

At the top of the window, select the “New Integration +” button to start connecting your CRM or ESP:

Add new integration button

Note: If you’ve already connected an integration to ConvertFlow previously, you’ll instead see a button that says “Manage Integrations.”

In the next window, find your software from the list of options, click the “Connect” button, and follow the on-screen instructions to verify the integration with ConvertFlow.

Step 6: Push data to your ESP/CRM

Now that your ESP/CRM is connected to ConvertFlow, we can set up an automation to pipe the data from any form submissions into your tool of choice.

You should be brought straight back to the “Manage Actions” window after authenticating the integration. From here, scroll down to the automations section and click the “Add Automation” button:

Add new default automation

Then, select the automation type that will add a contact to the relevant list or database in your ESP/CRM.

In this case, we'll use Klaviyo as an example. So, we'll select the “Klaviyo - Add to list” automation from the dropdown and choose a list:

Klaviyo add to list automation

All new subscribers should now get added to this list whenever they fill out the quiz form.

Note: You can add further automations here, too—such as adding the subscriber to a list with SMS consent (if you collected a phone number in the capture form), updating contact properties, adding/removing tags, etc.

Step 7: Set up personalized product recommendations

This next step is where you’ll set up the ‘behind-the-scenes’ functionality of your quiz. In other words, the outcomes/results visitors are shown after submitting their email in the previous call-to-action step.

First off, you want to make sure the default action of your form sends people to the correct step in the quiz funnel:

Default form action

Now go to the outcome step so we can start customizing it to show the right content and products.


You can make use of dynamic merge tags to personalize any text according to a person's quiz answers. For example, we'll get our headline sub-text to reflect back details about the room and style answers that were given:

Add merge tags

This can be seen in action in the Preview area:

Merge tags preview

Learn more about merge tags in ConvertFlow

Next, we'll get the products added.

Using the products element, you can quickly showcase personalized product recommendations. And if your store is built on Shopify, you can use ConvertFlow’s Shopify integration to feed products in from your Shopify catalog with filters according to each person’s quiz answers.

Most templates will already have a products element included. But, you can also manually add one to any campaign:

Add products element

Once added, click the "Manage Products" button from the side panel to configure which products show. If you don’t use Shopify, you can still add products to ConvertFlow by detailing product names, images, prices etc.

For this tutorial, we’ll assume you use Shopify, so select the Shopify products source:

Manage products button


Before moving on, we highly recommend heading over to your Shopify store and building out a different product collection for each possible combination of quiz answers. Here's what the first few might look like for our furniture store:

Shopify Collections example

This means you can use Shopify's filtering conditions to control which products fall into each category, such as tags, product names, and metafields.

Learn more about Shopify Collections

Finally, we need to build the conditions that filter what products are recommended by your quiz.

Head back into the "Manage Products" modal in ConvertFlow and select the "Add Conditional Product Recommendation" button:

Product recommendation button

Then, add the first question and answer option to the “All required” group of conditions:

Add first if condition

Click “Create Condition,” then repeat for the other questions in the quiz:

Add all if conditions

Once you’ve built out the first set of possible answer options like this, scroll down to where it says “Then recommend these products:” underneath.

Select “Products in Collection” from the dropdown menu and choose the Shopify collection that's relevant to the answer combinations we just added:

Add products filter to condition

Now just repeat this step by creating a new conditional recommendation for each answer/outcome combination you have in your quiz:

All conditional recommendations

Once you’ve set up all desired recommendations, scroll down to:

  • Choose whether you want the buttons to add products to cart OR redirect people to the relevant product page
  • Enter any discount codes to be applied at checkout

Click “Done” at the bottom of the modal. You'll now be able to customize a whole heap of design options for your products from the side panel:

  • Grid or list layout
  • Maximum number of products to show
  • Margins, padding, container widths
  • Button colors, font types, text styling
  • And lots more!
Products styling options

Finally, hit “Save” and “Publish” your campaign, and we’re almost ready to launch!

Step 8: The targeting and settings

Hit “Preview” in the top right of the builder to move to the next screen, where you can check the look and functionality of your quiz funnel. Don’t worry, any automations you've setup won’t run on the preview screen, so you won’t be creating contacts and adding to lists, etc. over and over while testing.

If it all looks good, select “Launch” to go through to the final step.

You’ll see slightly different options here, depending on the kind of display type chosen earlier—landing page, popup, embedded, etc.

  • Landing pages: customize the URL and everything is ready to go.
  • Embedded: Grab the embed code and add to existing page(s) on your website.
  • Popups & sticky bars: Set the pages and/or visitor groups you’d like your quiz to be shown on and to.

If you’ve got Shopify connected, you can simply display the quiz as a landing page on your Shopify domain—meaning it appears with your standard website header and footer, etc.

Just select the Shopify domain and set the URL path to whatever you want:

Landing page on Shopify domain

Note: Displaying your landing page on your Shopify domain is required for ConvertFlow's products element to be able to use the Shopify products source.

Those on a paid ConvertFlow account can experiment with advanced targeting conditions on all popups and campaigns—like geo-location, past site activity, and more.

You can even target campaigns based on a subscriber's segmentation in Klaviyo, HubSpot, Drip, etc. with our CRM targeting features. Try this for free with a 14-day trial of ConvertFlow Pro.

Set the campaign live

Now you simply need to activate your campaign and set it live! Again, this looks a little different depending on the display type chosen.

For landing pages, your chosen URL should be ready to use. But for other display types, you’ll need to toggle the switch toward the bottom of our “Launch” screen:

Activation switch

If you’ve already got the ConvertFlow pixel installed on your website, the campaign will now start showing!

First-time ConvertFlow users will be prompted to install the pixel. Simply follow the on-screen instructions to get this done in a few clicks.

About the author
Michael Glover
Marketing Manager, ConvertFlow
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Michael is the Marketing Manager at ConvertFlow. He's been in marketing in one form or another since 2012 - first with his own fitness business, before taking charge of content at SaaS companies like Veeqo and ConvertFlow. His work has been featured in BigCommerce, G2, Klaviyo, ReferralCandy, and more.

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