Do Product Quizzes Still Work in 2025? Use AI to Create High-performing Quizzes that Actually Convert

Daphne Tideman
By
Updated May 13, 2025 ·

I’ll be honest…I love a good quiz. From teen magazine questionnaires to BuzzFeed classics telling me what kind of bread I am (sourdough), I am all in. Whenever I see a quiz on a brand’s site, I can’t resist clicking through and waiting eagerly for the results.

But despite my deep love for the medium, I’ve seen mixed results when it comes to using quizzes for growth. For example, at Heights, a braincare brand, our brain health score quiz was a strong lead generator. But even with multiple iterations to improve it, we couldn’t lift conversion, and eventually, the quiz was retired from the site altogether.

For another supplement brand I’ve worked with, the quiz not only boosted conversion rates, it also contributed to stronger Customer Lifetime Value.

Overall, I genuinely believe that when used well, quizzes can help you understand your customers better and build stronger relationships.

Looking back at the cases where quizzes worked—and where they didn’t—I noticed a few consistent themes:

  1. Quizzes are powerful, but tricky to get right
  2. They tend to work best when you offer multiple products, so the results feel truly tailored
  3. With the rise of personalization, people expect quiz questions and results to feel relevant and specific
  4. They need to guide customers clearly and help them navigate their purchase experience

That third point is key, and it’s exactly where AI comes in. With the right tools, e-commerce brands can now create highly personalized quizzes that feel tailored to each customer, without all the manual effort.

Here’s a quick guide to designing a high-converting quiz using AI to make the process faster, easier, and smarter. We’ll use Jones Road, the cult-favorite makeup brand, as an example, as their quiz has successfully driven over 800,000 email subscribers.

1. Understand Your Customer’s Motivators to Do a Quiz

Are customers unsure about what product they need? Worried your products won’t work for them? For Jones Road, the primary value of their quiz is driving email signups and attracting new customers.

But for customers, the value is different; it’s about finding the right shade. Choosing a foundation online can be overwhelming—it’s hard enough in-person—so the quiz plays a crucial role in reducing that anxiety and helping them feel confident in their purchase.

Overview of  Foundation Quiz from Jones Road
What the Foundation Quiz from Jones Road

They make it super easy for users to select from photo options, which helps simplify the decision-making process.

Example question from Jones Road quiz about skin tone
Jones Road initial foundation quiz question about skin tone

They get even more specific and show different individuals, so you know that you have the right option.

Question from Jones Road foundation about skin tone
How Jones Road gets more specific about skin tone

By recognizing that customers are anxious about finding the right match, this two-step question approach makes the result feel more personalized and reassuring.

2. Translate These Motivators and Pain Points into Questions

Skin is a very individual thing, and each person has their own concerns and insecurities. Foundation can be used to help with these, as well as to simply provide a base layer for your makeup. Jones Road acknowledges this with the following question:

Example question from Jones Road about skin concerns
How Jones Road asks about skin concerns

This is a direct question, but it’s phrased matter-of-factly with several options provided—aka we all have our insecurities, no biggie, let’s address it with the right foundation! Now, let’s look at a very different example: Loop earplugs, which also asks a similar question when helping me choose the best option for my needs:

Example question from Loop earplugs about how much sound you want to block
Loop earplugs follow-up question, when you indicate you are looking for noise-canceling earplugs

This question immediately addresses a potential concern: “Will it block out all noise?” By presenting this question, Loop reassures me I’m on the right path while helping them find the right level of noise canceling for me.

These types of direct, thoughtful questions help your audience feel understood. Sometimes, you might need to ask a question that customers don’t immediately see the relevance of. I can’t explain it, but most of us are hesitant to share information we don’t think we need to. In these cases, it’s essential to clearly explain why you’re asking the question:

Question about age with an explanation of why they ask for age
How Jones Road explains why they ask about age

AI can also help users share their feedback in a way that suits them, by allowing responses beyond just multiple-choice options, such as long-form text, image uploads, or even video. While Jones Road doesn’t currently offer this, I’ve seen other foundation quizzes that ask for photos, which adds an extra layer of personalization.

3. Confirm What You’ve Learned from Them

This reassures your audience that you’ve truly understood their input. When I tested another AI-powered skincare quiz, it even showed me what it thought my skin color was. These small moments of confirmation really help customers feel heard. Jones Road wraps up all its quizzes with a simple three-point overview of the results:

Example of results from a Jones Road Quiz shows results for Skin Concerns, Skin Tone, and Skin Type
Example of results from a Jones Road Quiz

Also, be sure to explain why you’re recommending a particular product, showing that it’s a thoughtful and tailored choice. Jones Road seamlessly integrates this into their product explanations:

Example of a product Jones Road recommends after their quiz
Example of a product recommendation after the quiz

This makes it feel like you’re in a shop, being assisted by a human staff member. And I don’t know about you, but I can never resist anything recommended directly to me, especially when it comes to makeup.

4. Speak to Those Initial Inputs in the Quiz Results

Every part of your response—whether it’s the products, recommendations, or reviews—should feel personal and genuine. I think this is where Heights missed the mark. With only one product, it never quite felt tailored to the individual. Plus, this was before AI quizzes became commonplace; the quiz was segmented, but the results weren’t personalized.

I tested a few flows of the Jones Road quiz, and I think there’s still room for improvement. For example, it could be interesting for them to test around:

  • Customising the product descriptions according to the concerns I indicated
  • More social proof and trust-building throughout the quiz itself
  • Presenting the end-recommended products as a routine rather than multiple products to try out
  • Giving additional, non-product-related tips for my concerns.

Luckily, with AI-driven quizzes, it’s now easy to make this a reality. These quizzes act as fun, hands-off shopping assistants that guide users to the right product, ultimately creating a much more personalized experience.

5. Continue to A/B Test and Optimize Your Quiz

The first time you A/B test a quiz, it may not perform better than without it. That’s okay, you’ll probably need to test:

  1. The setup
  2. The feedback you give
  3. The location of the quiz on your website

In my experience, it takes time to get these things right, but that first A/B test will provide valuable insights into what’s working and what’s not in the journey: Are users completing it? Are they dropping off?

Convert allows you to A/B test the quiz’s location and measure whether it boosts overall conversion rates, while quiz tools like Octane.ai often come with built-in A/B testing capabilities.

I usually recommend A/B testing the impact using a tool like Convert and then optimizing it based on the results. If you simply add the quiz to your website, you’ll almost always see that quiz completers convert better, but that doesn’t necessarily mean the quiz itself is driving the conversions.

Another benefit of AI is that many quiz tools, like Involve.me, now leverage AI to provide recommendations for improving your quiz. It auto-analyzes your results, helping you optimize your quiz without spending hours going through the data manually.

A screenshot for Involve.me, an analytics tool that allows you to use AI to understand your quizzes' performance
Source: Involve.me

6. Build Out a Supporting Email Flow

The value of a quiz is that, even if they haven’t made a purchase, you can capture their email address. As you experiment and improve the email flow, it’s important to give users time to receive and engage with your emails.

Following up the quiz with a nurturing flow of personalized emails based on quiz answers and results is key.

Jones Road personalized email flow after quiz completion
Jones Road personalized email flow after quiz completion

Jones Road does this really well. For example, if you select a particular shade of Miracle Balm, an all-over glow, they’ll recommend lipsticks that complement it. Additionally, they encourage users to complete more quizzes to further refine their understanding of their preferences.

Post-quiz email sequence from Jones Road
Post-quiz email sequence from Jones Road

Closing Thoughts

AI has made quiz creation easier than ever. We can now build quizzes faster, making them feel more personal and conversational. I genuinely believe this won’t diminish their value; in fact, it will make them more powerful.

Quizzes add a fun, gamified aspect that an AI chatbot doesn’t, while also helping customers feel supported and understood. However, they still require strong research upfront and shouldn’t be seen as a one-off quick fix.

CRO Master
CRO Master
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Originally published May 12, 2025 - Updated May 13, 2025
Written By
Daphne Tideman
Daphne Tideman
Daphne Tideman
Growth advisor and consultant
Edited By
Carmen Apostu
Carmen Apostu
Carmen Apostu
Head of Marketing at Convert
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