Quiz Popups: How to Make [+Examples & Templates]

Quiz popups turn traditional popup formats into two-way conversations. Instead of asking every visitor for their email upfront, they guide them through questions that help them find what they need—while collecting preference data.

And they're effective, too—

Based on our popup personalization study, multi-step formats with micro-commitment steps drive up to 8-9x more interactions and double signups without increasing bounce rates.

This guide covers everything you need to know about quiz popups for ecommerce—from technical setup to conversion optimization strategies that work for Shopify stores and beyond.

Get started:

• What are quiz popups?

• Why quiz popups convert better than traditional

• How quiz popups increase Shopify sales and conversions

• When quiz popups make sense

• How to create quiz popups

• Real examples of quiz popup campaigns

• Quiz popup best practices

• How quiz popups can fit into your overall popup strategy

• How to measure quiz popup performance

What are quiz popups?

Quiz popups (also called interactive popups or branching popups) are multi-step, conversational popup campaigns that ask visitors questions and adapt what happens next based on their answers. Each response leads to different experiences: different products, different messaging, different offers.

The idea is simple: visitor clicks "I'm interested in skincare" and sees skincare products with a 15% discount. Another visitor clicks "I want supplements" and sees protein powders with free shipping. Same campaign, different paths, both personalized.

Types of quiz popups:

• Product finder quiz - "What's your main skin concern?"

• Category preference quiz - "What are you shopping for?"

• Exit-intent objection quiz - "What's stopping you from buying?"

• Customer journey quiz - "What brought you here today?"

• Problem-solution quiz - "What problem are you trying to solve?"

• Preference segmentation quiz - "How spicy do you like it?"

• Style quiz - "What's your aesthetic?"

• Experience level quiz - "Are you a beginner or advanced user?"

• Device preference quiz - "Team iPhone or Team Android?"

• Post-purchase feedback quiz - "How was your experience?"

Why quiz popups convert better than traditional popups

How quiz popups increase Shopify sales and conversions

Based on our recent analysis of 1.8 million visitor sessions, quiz popups deliver measurable impact for Shopify businesses:

• Higher visitor engagement rates: Multi-step quiz popup formats drive up to 8-9x more interactions compared to standard popups, while maintaining the same bounce rates

• Better email capture: Quiz popups that start with a preference question before asking for email doubled signups in best-performing tests. The progressive disclosure makes each step feel manageable

• Increased revenue per visitor: Online stores using multi-step popup campaigns with product recommendations see 15-20% higher attributed revenue compared to single-step popups. When you show visitors products that match their quiz answers, they're more likely to purchase.

When quiz popups make sense

• Complex product catalogs: When you sell 50+ products and customers struggle to choose. Works well for supplements (which protein?), skincare (oily or dry skin?), coffee (light or dark roast?). Shopify stores with large inventories see the biggest impact.

• Preference collection + lead capture: Add a quiz before email capture: "What are you interested in?" Your welcome email becomes personalized instead of generic.

• Exit-intent offers: Instead of showing everyone 10% off, ask "What's stopping you?" with options like "Too expensive," "Need to think," "Looking for something specific." Customize recovery offers.

• High-consideration purchases: Products requiring education (pet food, bedding, wine, bicycles, outdoor gear, etc.) benefit from quizzes that qualify visitors while teaching them what they need.

How to create a quiz popup

For this tutorial, I'll use Wisepops—a popup tool with native quiz popup support and a 4.8 star rating in the Shopify App Store. The platform includes built-in Branch forms that handle the technical complexity of creating branching experiences.

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Step 1: Choose a template or start from scratch

Wisepops includes dedicated templates for quiz campaigns. Browse the template library and filter by "quiz" or "branching" to find pre-built starting points.

If you're customizing an existing campaign, remove any Email, Phone, Survey, or Spin to Win forms—you can only use one form type per campaign, and for quizzes that's the Branch form.

I'll go with this pre-made quiz popup for ecommerce that helps visitors tchoose gifts:

Step 2: Add the Branch form block

If you decided not to use the pre-made template, just choose any and drag the Branch form block into your campaign from the Blocks menu. It creates a form with two submit buttons by default and you can add as many buttons as needed.

Step 3: Configure questions and button actions

The Branch form works like a standard form—you can collect email, phone, custom fields, and sync data with your ESP.

For each button you create:

1. Add button text - Clear, simple options like "Learn the basics" or "Improve my skills"

2. Assign a field ID - This stores the visitor's choice (e.g., "product_interest" or "learning_goal")

3. Set the ESP value - The value synced to your email platform can differ from the button text (e.g., button says "Mattresses" but ESP receives "category_mattresses")

4. Define the next action - Either "Show next step → Step 2" (same experience for everyone) or "Show next step → Create new branch" (different paths)

Step 4: Design each branch

Each branch can be completely different:

• Different copy and images

• Different product recommendations

• Different discounts or incentives

• Different form fields

• Different layouts

The only limit is what you can build in the popup editor. One visitor might see a 20% discount on their second screen while another sees product recommendations.

Example: I added three best selling products to one of the windows:

Step 5: Add email capture field

Most quiz campaigns collect emails after gathering preferences. Add your email form as Step 2 or Step 3.

Note: Even if visitors drop off midway, you still collect data from completed steps. If your quiz has three steps (preference question → email → phone number) and someone completes Steps 1 and 2 but abandons at Step 3, you still captured their preference and email.

Step 6: Set up targeting and display rules

Set timing trigger

Go to Display Rules > Trigger > select "Time on page" and enter "11" seconds. Alternatively, use "Page views" set to "2". This timing achieves 5.31% conversion rate—15% better than immediate display.

Target specific pages

In the Pages tab, click Select URLs and choose "URL Contains." For homepage quizzes, enter "/". For category-specific quizzes, enter your collection URL like "/collections/skincare."

Set frequency cap

Under Audience settings, scroll to Frequency and select "Show every session." Make sure that the popup will not be displayed to those who clicked or signed up by choosing these options, too:

Examples of quiz popups

Emma Sleep: Category preference before email

Emma Sleep tested adding a preference question before email capture: "What are you looking for?" with buttons for Mattresses, Pillows, Beds, and Accessories.

The quiz step collected preference data that enabled category-specific email sequences instead of generic welcome popup messages.

Coldlife: Journey-based personalization

Coldlife created a quiz asking "What brought you here today?" with four options:

• Beginning My Journey

• Upgrading My Plunge

• Equipping My Business

• Exploring the Benefits

Each answer triggered a customized second screen with relevant messaging, product selections, and offers. The branching approach increased engagement compared to their previous one-size-fits-all popup.

Quiz popup best practices

Keep it under 3 questions before email capture

Analysis of Wisepops campaigns shows completion rates drop significantly after 3 steps. Maximum 2-3 questions before email capture.

Delay display by 11-15 seconds

Wisepops data shows campaigns triggered between 11-15 seconds achieve a 5.31% conversion rate—15% better than immediate popups. This timing works especially well for quiz campaigns because visitors need time to understand what they're looking at before engaging with questions.

Exit-intent timing also works for quiz popups on product pages, appearing when someone's about to leave without buying.

Show the reward immediately

A/B test study showed that displaying discount codes immediately in the popup (vs sending them via email) roughly doubles conversion rates. Visitors who get redirected to check their email can get distracted and never return.

Design for center placement, not corners

The same study found centered popups consistently outperformed corner placements despite the perception that corner popups are less intrusive. For quiz campaigns specifically, you need visitor attention.

Test question order

A/B test two versions:

• Version A: Preference question > Email > Discount code

• Version B: Preference question 1 > Preference question 2 > Discount code

Starting with an easy, low-commitment question can warm up visitors before asking for personal data.

How quiz popups fit into your overall popup strategy

Use quiz popups strategically alongside your typical campaigns (but consider testing it as your main email capture campaign, too).

Here are three quiz popup strategies based on a few store types.

Option 1: Broad category quiz (best for clothing and multi-category stores)

Option 2: Product finder quiz (best for skincare, supplements, beauty)

Option 3: Exit-intent quiz (best for furniture, home decor, high-ticket items)

How to measure quiz popup performance

• Engagement rate: What percentage of visitors who see the quiz click the first button? Target: 5-15%

• Email capture rate: Are you capturing more or fewer emails than standard popups? Quiz popups should maintain or improve the capture rate. If not, consider revising your quiz campaign or focusing more on traditional types

• Revenue per visitor: Do quiz participants generate more revenue than standard popup interactions? Use revenue tracking in your ecommerce popup software to know exactly how much the quiz popup helped generate

• Email performance: Create a subscriber segment in your email app and integrate the popup tool to send the new subscribers there. When you collect some subscribers from the quiz popup, find out if they have better open rates and conversion rates than other segments. They should, because you're sending more relevant content to them.

Conclusion

Quiz popups transform generic email capture into personalized conversations. The data shows they work: 8-9x more interactions, doubled signups, and 15-20% higher attributed revenue compared to standard popups.

Learn more:

• How to create discount popups

• Guide to gamified popup campaigns

• Wisepops popup design contest report