Turn casual browsing into meaningful engagement. Learn how to guide customers toward the right products with interactive quizzes that capture zero-party data, deliver personalized recommendations, and drive conversions.
Focus area | Ideal For | Difficulty | Key Success Metrics |
Product recommendations, preference collection |
| Intermediate |
|
Skills required
Before configuring this campaign, you should have previous experience building and launching an Experience. This use case requires an intermediate skill level. It is assumed that you know how to:
Create and launch an experience, including using the editor to modify screens (both desktop and mobile view), adding, deleting, and modifying copy on screens, applying a style guide, using the builder map to navigate through the experience, adding splits as needed, creating attributes, and making any modifications to the standard experience. This includes knowing how to create launch links and how to save a copy to change the experience style if needed.
Before you begin
Prepare 3-5 questions with answers that correspond to your products.
Identify key data points you wish to collect.
Gather image files for question responses and outcome products.
Add the template to your brand
This template contains helpful hints, best practices, and guidance for this specific campaign. To add it:
Select Builder > Template Gallery.
Select Accelerators and choose Curiosity to Conversion: Using Guided Quizzes to Grow Customer Value
Click Use Template.
Enter a name and leave the drop-down on Product Match Quiz.
Select the style guide you want to apply to the template.
Click Create.
Modify the template
Modify branding
Select each screen and determine if any branding edits are required. Consider:
Logo placement
Primary and secondary backgrounds (check both mobile and desktop views)
Font family and size for each text element
Button colors
Add and/or remove screens
Select the Intro Screen and update the existing text to welcome customers into your experience.
Determine which Q&A screens you want to utilize. The template contains five different question and answer types:
Q1: Standard buttons
Q2: Image buttons
Q3: Standard button with two columns
Delete the screens you don't want to keep and duplicate the screens you want to use until you have 3-5 question screens in total.
Modify the lead capture screen to include any additional fields required.
Update the copy
When creating questions for your discovery quiz, create questions where responses will map to particular outcomes. For a “what’s your perfect getaway” quiz, some sample questions could be:
What’s your ideal vacation vibe? | Adventure and nature |
| Relaxing and restorative |
| Romantic and charming |
| Cultural and Artistic |
| Energetic and fast-paced |
What type of climate do you prefer? | Warm and tropical |
| Cool mountain air |
| Somewhere not too hot or cold |
What’s your travel budget? | On a pretty tight budget, no splurges ($) |
| Moderate with one or two expensive splurges ($) |
| In it for the luxury experience ($$$) |
What activities do you like to do on vacation? (Select all that Apply) | Hiking / Nature / Museum hopping / Theater / Shopping Yoga / Spa / Wellness |
Add the question and answer copy for each screen.
Name each screen
From the Editor, hover over a screen in the preview area.
Click the three-dot menu > Rename.
Use the AI assistant to name the screen or enter a name. We recommend a name that indicates the question/product you want to map to in your product feed and the question you're asking. For example if you want to map the answers on this screen to a header titled "Concerns addressed" you could title the screen "Concerns."
Click Save.
Define Outcomes
Create outcome screens for each product match. For each outcome:
Give it a title (e.g., “Enjoy peace and solitude in a cabin in the Boulder Colorado”)
Short description of the product
A product image
Add strong CTAs:
“Learn about your dream trip” → product detail page
Optionally: “See Your Top 3 ” for variety
Use these steps to create outcomes add products within individual outcome buckets.
Navigate to the Add Outcomes section using the Builder Map main navigation bar or the Standard Outcome menu in the left-side panel within the screen editor.
Select an existing outcome bucket or add a new one by clicking the + icon.
Give it a title (e.g., “Enjoy peace and solitude in a cabin in the Boulder Colorado”)
Within the outcome details, find the option to add additional products. Click the Add Products to this Outcome tab. A pop-up menu appears.
Add the product information in the pop-up menu. You must provide a unique Title for each product. Optionally, add a Description, Image or Video, Price, and URL. You can add up to 24 additional products per outcome.
To assign products to categories (Optional), select the Categorize this product checkbox and enter the display name for the Category.
Map matching logic
Navigate to the Outcome Logic tab in the left navigation bar.
In the Outcome Logic table:
Rows represent each question and its possible responses.
Columns represent the available outcomes.
Assign a point value for each response-outcome pair:
Use a scale from -10 to 10.
Positive values increase the chance of an outcome being selected.
Negative values decrease the chance.
Click Save to apply the logic.
Example of standard logic mapping:
Add and map Attributes
Mapping each discovery quiz question to a named attribute helps you organize and use the data effectively. When you tag responses with attributes:
Data is clean and structured: Each answer is stored under a clear label, making results easier to analyze later.
You avoid duplicates and confusion: Consistent naming (e.g., visit_reason, not visitReason or why_here) prevents messy exports.
You streamline exports: When you're ready to download results, attributes make it easy to filter, sort, and review specific answers.
You can reuse attributes across experiences: This helps you track trends or compare responses over time.
Below are instructions on how to map attributes at the campaign level. If you are planning to use these quiz attributes in multiple campaigns,follow the instructions in the knowledge base to create Brand Attributes.
For single response screens:
To add attributes at the campaign level, select the Attributes option from the toolbar in the upper right corner of the builder map.
In this menu, you can map all screens. Start by clicking Add Attribute under 'Attributes 1' column dropdown to either search, select an existing attribute, or create a new attribute for each question screen that you plan to add attributes to. This will allow you to start typing out your attribute label.
If you are creating a new attribute, type out your attribute label. As you type, you'll notice text appear below your cursor. Click on this text to map the attribute to your screen.
After mapping the attribute to the screen, you have the option to either type in a custom attribute value or select the three-dot menu to add response labels as attribute values to each response.
Form attribute mapping differs from mapping attributes to question screens. Here, you map attributes directly to form inputs by selecting from the dropdown menu or creating a unique label by typing it in.
Mapping Select All that Apply screens:
For screens that include multiple dropdowns, multi-selects, or “select all that apply” inputs, you’ll use the multi-column attribute mapping interface. This requires careful mapping so that each data point is captured accurately.
Click the Attributes icon in the top-right corner of the builder map.
Locate the screen that contains your multiple inputs.
For a screen with three drop-down inputs, you would need to add three columns for each unique attribute you plan to map (e.g., Location, Activities, age range).
To add a column, scroll to the top of the Attributes table and select Add column +. This ensures that each input is mapped separately and that its values are not accidentally grouped under the same attribute.
Scroll down in the attribute table until you see the row that corresponds to the first input (e.g., the row labeled for the “Location” dropdown).
In the correct row and under the correct column, click into the cell.
Type or select the attribute value that corresponds to that dropdown choice. For example, under the “Location” column, assign values like “Beach,” “City,” or “Combination”. This equates to one of the drop-downs on the screen.
Repeat Steps 3–4 for each additional dropdown or multi-select input:
Scroll to the row for the input.
Assign values under the column that matches its intended attribute.
Once completed, click Save.
Test mappings and logic
Use the Outcome Validator to validate the outcome logic.
Preview the Experience. From the editor, select Preview.
Click through the experience and watch the logic work in the window.
Questions and answers map to the right outcomes
Buttons and links work properly
Ensure it looks as expected in both the mobile and desktop view.
Optional Additions:
Configure pixels to track events
It's not required, but you may want to use pixels to track events for this experience. If so, follow the setup instructions for the desired pixel and test to ensure data passes as expected.
Publish and Launch
Before launching an experience, it is helpful to run through the pre-launch checklist.
When you are satisfied with testing, click Publish.
Generate your launch links using the Launch Options panel.
Choose your preferred format: standalone URL, embed code, or link for pop-ups.
Launch the experience on your channels:
Embed on your website
Link in an email or SMS campaign
Include in paid or social media campaigns
It's important to use custom launch links for each channel so you can clearly measure conversions as compared to the source. This gives you greater clarity regarding the success of launching on one channel vs. another.
Measure your success
Success for this experience hinges on two key outcomes: guiding customers to the right product and motivating them to take action. You can start by leveraging the built-in metrics available in Experience Analytics, then gradually expand your measurement approach by layering in tools like GA4, GTM, or UTM-based tracking, based on your internal capabilities.
Baseline: Track core metrics in Experience Analytics
These metrics are built into the platform and reflect user engagement and intent:
Completion Rate of Experience: Measures the percentage of users who finish the quiz. A high completion rate indicates a compelling and clear value exchange.
Website Redirect Rate: Reflects how often users click through to view recommended products. A higher rate signals that the recommendations resonate.
Redirect Click-Through Rate (CTR): Further validates engagement with product matches by tracking clicks from the outcome screen.
Level-up: Track revenue & attribution metrics with external tools
For revenue attribution, customer behavior insights, and channel analysis, we recommend the following:
Add UTM Parameters
Apply UTM parameters to all launch links and redirect URLs within your product URLs. This enables you to tie experience traffic to specific marketing channels.
Example UTM tags:
iniCopyEditutm_source = email utm_medium = newsletter utm_campaign = summer_quiz
Tip: Enable “forward URL params” when configuring redirect URLs to retain UTM data through the click path.
Connect with GA4 & GTM
If you’ve configured GA4 or GTM:
Track events like quiz completions, redirect clicks, or coupon views.
Use these platforms to generate channel-specific conversion rates or revenue performance by UTM tag.
Go Pro: Compare vs. business-as-usual
Go a step further by comparing experience performance to your standard KPIs. You can extract these insights by segmenting site analytics by UTM parameters:
Revenue Lift: Did users who took the quiz convert at a higher rate than those who didn’t?
Average Order Value (AOV): Is AOV higher when customers complete the quiz and receive a tailored recommendation?
Time on Site: Are users who land on product pages via the quiz staying longer?
# of Product Pages Visited: Are they more engaged in browsing vs. bounce behavior?