Product quiz email capture: how to turn quiz takers into buyers

When is a product quiz worth building?

A quiz earns its spot when shoppers can't tell your products apart on their own. Think supplements by goal, skincare by skin type or concern, haircare by hair type, or pet food by age and size.

It's probably not worth it if you sell one hero product, or if your products are easy to choose between from the collection page. In that case, a clear popup offer does the same job with less work. I cover that tradeoff in should your email popup offer a discount.

Here's a quick test. If your customer service inbox is full of "which one should I get?" questions, a quiz is worth building.

Where should email capture go in a product quiz?

At the results gate. The shopper answers the questions, then sees a screen that says something like "Enter your email to see your match." By then they've put in the effort and want the answer.

A few things I'd get right on that screen:

• Say what they get. "Your match, plus how to use it" is a better reason than "Join our list."
• Pair it with a first-order offer if you run one. The match tells them what to buy. The offer gives them a reason to buy it now.
• Keep the results visible after capture. Show the match on screen and send it by email. Don't hold it hostage in the inbox.
• Ask for phone separately. If you collect text signups, that needs its own consent and disclosure. Email consent doesn't cover SMS. More on that in should I add SMS marketing.

Should the email be required? That's a test, not a rule. A required gate collects more emails but can lose some people who would have bought. An optional gate keeps more people moving to the product page. Run both if you have the traffic.

How do you tag quiz answers in Klaviyo?

Every answer should land on the profile as a property. Octane AI's help center, for example, says it sends quiz answers to Klaviyo as custom profile properties when someone takes a quiz and opts in, plus a "quiz completed" event on the profile's timeline with the recommended products.

Those two pieces do different jobs:

• Profile properties describe the person: skin type, main goal, hair type, sensitivity, who they're buying for. They stay on the profile and power segments and personalization for months.
• The quiz completed event is a moment in time. Octane AI's guide notes that event-triggered (metric) flows fire every time someone completes a quiz, so they suit the post-quiz flow that delivers results and offers.

Here's what I'd make sure gets saved:

• The main goal or concern (the thing they're trying to fix)
• The type they picked (skin, hair, diet, pet size)
• The product the quiz recommended
• Anything that changes how fast they'll use the product, like serving size or how often they use it

That last one matters for consumable brands. If your product runs out, a quiz answer about usage can help you time a reorder reminder later. More on that in replenishment email timing.

Keep property names clean and consistent. If one tool writes "Skin Type" and another writes "skin_type," you can end up with two properties for the same answer, and a messy setup makes every segment harder to build.

How do you personalize flows with quiz data?

Start with the post-quiz flow, then layer quiz data into the flows you already have.

The post-quiz flow. Trigger it off the quiz completed event. Email #1 delivers the match: the product, why it fits their answers, and how to use it. If you have a first-order offer, it goes here. Then a short follow-up or two with proof from people with the same goal.

Your welcome flow. Klaviyo lets you show or hide blocks in an email based on a profile property. Klaviyo's help center example shows a block only to people whose "Bag Preference" property is "Work." Swap in your quiz property and the same welcome email can show different products to different people.

Conditional splits. Split a flow by quiz answer when the message needs to be different, not just the product image. Someone fixing dry skin needs different proof than someone fixing breakouts.

Customer vs non-customer paths. Every flow I install splits customers from people who haven't bought yet. Quiz takers who already buy from you shouldn't get the first-order offer. Show them the matched product as an add-on instead.

Campaigns. Quiz answers make segments easy. Launching a product for sensitive skin? Send it to the people who told you they have sensitive skin first. A fitness tech brand I work with earned $0.19 per person from an engaged-segment send and $0.04 from a full-list blast. A quiz segment is the most specific engaged segment you'll have.

What should you measure on a product quiz?

Watch the whole path, not just signups:

• Start rate: how many visitors begin the quiz.
• Completion rate: how many finish it. A big drop at one question means that question is confusing or too personal.
• Capture rate: how many completers give their email at the results gate.
• First-order rate: how many quiz signups buy, compared to popup signups.
• Revenue per person on the post-quiz email: the email that delivers the match should be one of your best earners, the same way welcome email #1 is. Across 4 consumable brands I pulled data on, welcome email #1 earned about $4.50 per person, compared to about $0.10 each for emails #2 to #5.

Judge quiz emails by clicks and revenue, not opens. Across those same 4 brands, click rate tracked revenue at 0.65 and open rate at 0.32.

Where these numbers come from

The pooled numbers come from 4 consumable brands I work with: 2,897 campaigns and $17.7M in email revenue. It's a small sample, so read it as directional. The segment example is from one client account. Quiz tool details come from Octane AI's and Klaviyo's own help pages, listed in Sources.

FAQ

WRITTEN BY Jack White

Founder of Bardown Digital, a Chicago-based Klaviyo email and retention agency for Shopify brands. He's worked with brands doing $500K to $100M a year, with $100M+ in email-attributed revenue across them.

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