Not all quiz questions are created equal. Some questions engage customers and drive them toward purchase, while others cause drop-offs and confusion. After analyzing millions of quiz completions, we've identified the question types that consistently deliver the highest engagement and conversion rates.
The Golden Rule: Every question should either help you make a better recommendation or create emotional investment in the outcome. If it doesn't do either, cut it.
The 10 Highest-Converting Question Types
Start by asking what outcome the customer wants. This creates emotional investment from the first click.
Ask customers to self-identify into a category. This is essential for product matching and makes customers feel understood.
Identify specific problems to solve. Multi-select works great here—customers often have multiple concerns.
Understanding lifestyle helps match products to real-world usage patterns.
Capture product format or texture preferences to ensure recommendations match what customers actually enjoy using.
Use images instead of text for style-based decisions. These have the highest engagement rates.
Determines if they're shopping for themselves or as a gift. Critical for messaging and recommendations.
Helps calibrate complexity of recommendations and educational content.
Frames budget positively while gathering valuable segmentation data.
Place this right before results. Value proposition is key—tell them why sharing their email benefits them.
Quick Tips for Higher Completion
- Keep your quiz to 5-8 questions (sweet spot for completion)
- Use progress indicators so users know how far they are
- Lead with engaging questions, save personal info for last
- Make every answer option feel positive—no wrong choices