Ecommerce Quizzes for Lead Generation + Sales

Personality quizzes are an inevitable fact of life. No matter how trivial they seem, we have been taking them forever and will continue taking them until the end of time. This can present a very frustrating circumstance for ecommerce marketers, because a quiz doesn’t necessarily help sell products – unless it does.

In actuality, there are two ways you can use quizzes to drive demand and sell products, while also creating content that your potential audience absolutely adores. Here are the two ways:

  1. Use a quiz with lead capture built in to build an intelligent list (in Klaviyo)
  2. Offer personalized product recommendations to people based on their personality type

Neither of those points is obvious at first glance, and since quizzes are highly visual, I’m going to use an example to show you how this works (and connects to your Klaviyo setup).

Part 1: Selecting a quiz for your brand

The first thing you’ll need to do is decide what you want your quiz to be about. There’s a balancing act to this because you have to create the most entertaining quiz possible, while still relating it back to your products to make sales.

For example, a perfect quiz would be “What’s Your Beauty Style?” if you are a makeup brand. This works well because finding your beauty style is interesting and fun, but  ties directly back into your products because you can recommend items based on the beauty style of the quiz taker.

ecommerce quizzes

Part 2: Building your quiz

Once you find a quiz topic that is both fun and related directly to your product offerings, you’ll need to actually create the content.

This process begins by selecting 4-6 personalities that will anchor your quiz. These could be different styles if you’re making a style quiz, or celebrities if you’re creating a “Which Celebrity?” quiz.

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Once you’ve nailed down your 4-6 personalities, it’s time to create the questions that lead to your personalities. For this piece, you’ll want to ask questions that dig into the person behind the screen and discover who they are without giving away the results.

For example: “What’s your favorite leisure activity?” is a great question because you’ll get an unbiased idea of the types of things your quiz taker does day-to-day which you can use to provide their quiz results behind the scenes. We recommend 7 questions to make your quiz accurate but not too long.

Part 3: Setting up Lead Capture

Within Interact quizzes, the lead capture form comes after a quiz taker has completed all the questions, but before they see their personality type. This creates a sense of urgency, but since the opt-in is also optional, it doesn’t pressure people into subscribing.

The key to getting high opt-in rates lies in what you say on this lead capture form. The first, “Enter your email to see your style personality” part is easy because that’s obvious. However, what really gets you more opt-ins is the second part of the text, which should say “And get personalized style advice to help make the most of your unique look.” Again, this part is specific to this example. The point is, the second part of the text should offer new subscribers something in the longterm.

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That’s really all it takes — just tell people you’ll send personalized advice. This make sense logically. If I’m interested in improving my style, of course I would want personalized information.

Part 4: Offering up products within your quiz

After the opt-in form come the results of your quiz. This is where you get a chance to give each quiz taker a description of their personality and provide product recommendations based on their personalities.

I’ll break down the results into the different components you should include:

  1. A vibrant image depicting the particular style
  2. A short description (3-4 sentences) describing the person’s style in flattering (but not overly gregarious) terms
  3. A button to see personalized product recommendations for your style, which links to your website
  4. Share buttons so people can tell their friends about their style

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This four-step system will satisfy your quiz takers’ curiosity about their style, give them an outlet to explore your product recommendations, and give them a chance to spread the word.

Part 5: Following up based on quiz results

Using Klaviyo, set up an email flow for each personality type in your quiz (leads will be tagged by personality). This flow should consist of four emails.

Email 1: Your Personality Type is “Personality Type”

Email 2: How to use your “Personality Type”

Email 3: Top 10 Tips for “Personality Type”

Email 4: Discount on products for “Personality Type”

You’ll notice that all of these emails reference the original personality type from the quiz. That’s on purpose, because it will help to create a mental connection between the quiz (which is fun, and a positive experience), and your brand.

After the four initial emails, you can merge these leads back into your regular email cadence.


We’re not going to rid ourselves of quizzes – ever. As marketers, it’s important to recognize ongoing trends like personality quizzes and learn how to use them to drive sales. This blueprint provides the exact template used by leading ecommerce brands to drive new leads and sales. Give it a try by creating a quiz at Interact and connect the quiz to your Klaviyo account for an automatic lead follow-up.

About Interact: Interact is a platform for creating interactive quizzes to generate leads. The system is fully integrated with Klaviyo so new contacts generated through the quiz content get automatically handled in your Klaviyo setup.

Learn more about integrating your Klaviyo account with Interact.


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