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Quiz funnel examples from real DTC brands

An ad sends shoppers to a short quiz that recommends a product and holds the offer for the end. Here are four brands running one now, from the ad's words to the offer.

Over 5,400 active Meta ads link to quiz pages. Brands below are ordered by the ads linked to each page.

  1. IPSY

    Beauty subscription

    1. 1 · The ad

      “Enjoy $10 off your first bag”

      Carousel adButton: Get offer

      The price cut leads, so a monthly subscription reads as a cheap first try.

      See the ad in the Meta Ad Library

    2. 2 · The page

      IPSY's beauty quiz on a phone: “What is your skin tone?” above nine shade buttons from fair to very deep

      IPSY beauty quiz: over 200 Meta ads linked here.

      Question one is nine skin-tone swatches, so the first answer takes a single tap.

    3. 3 · The offer

      $10 off the first bag

      Every answer shapes the first bag, so the subscription feels picked for you.

  2. quip

    Oral care

    1. 1 · The ad

      “The one you've been waiting for…”

      Video adButton: Shop now

      A teaser with no price lets the quiz, not the ad, do the selling.

      See the ad in the Meta Ad Library

    2. 2 · The page

      quip's brush quiz on a phone: “Find your quip fit” with a single “Let's go” button

      quip brush quiz: over 110 Meta ads linked here.

      One headline and one “Let's go” button: a single tap before any question.

    3. 3 · The offer

      One brush matched to your routine

      The quiz narrows several brushes to one, so a stuck shopper gets an answer.

  3. Proven

    Personalized skincare

    1. 1 · The ad

      “Unbelievably good!!! I swear this stuff is magic!”

      Video adButton: Shop now

      A customer's review is the hook, with press logos around it as proof.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Proven's skin quiz on a phone: “Built for what your skin actually needs”, three bottles and a “Start the 3 min quiz” button

      Proven skin quiz: over 20 Meta ads linked here.

      “Personalized across 47 factors” and a 3-minute quiz button promise a short, specific result.

    3. 3 · The offer

      No discount: a routine built from your answers

      The quiz ends on a formula made for your answers, which no shelf product can claim.

  4. Round Lab

    Korean skincare

    1. 1 · The ad

      “Find your perfect cleanser”

      Carousel adButton: Shop now

      The ad asks the question the quiz answers, so the click lands on the answer.

      See the ad in the Meta Ad Library

    2. 2 · The page

      Round Lab's cleanser finder on a phone: “Which cleanser is right for you?” over five cleanser tubes, then skin-concern buttons

      Find the Round Lab cleanser for you: over 20 Meta ads linked here.

      Skin-concern buttons like Oil & pores and Hydration narrow eight cleansers in one tap.

    3. 3 · The offer

      A free sunscreen sample with every order

      The free sample adds a reason to buy from the brand's own site today.

What all four have in common

  • One tap to start

    Each page opens on one question or one button, not a wall of text.

  • A promise of fit

    The headline promises a match: your skin, your shade, your routine.

  • A single answer

    The quiz ends on one product, not a grid of options.

Build a quiz funnel on your store

  1. Pick the choice

    Name the decision shoppers stall on: shade, size, formula or plan.

  2. Write five questions

    Start with the easiest one and map every answer path to a product.

  3. Hold the offer

    Show the discount on the result, next to the product it recommends.

Build a quiz funnel

Quiz funnel questions

What is a quiz funnel?
A quiz funnel sends ad traffic to a short quiz instead of a product page. The quiz asks about the shopper's needs, recommends one product and usually unlocks the offer on the result, so finishing the quiz is how they get the deal.
How many questions should a quiz funnel have?
As few as it takes to recommend one product, usually five to eight. Say how long it takes before the first question, as Proven does with its 3-minute quiz. A known, short length matters more than the exact number.
Should the discount go in the ad or at the end of the quiz?
Both work. IPSY leads its ad with $10 off the first bag, so the quiz feels like the way to claim it. quip and Proven run no discount at all and let the recommendation do the selling.
Can I build a quiz funnel without a funnel builder?
Yes. Describe the quiz to Replo and it builds the page on your own domain, with each result linking to a product and your Shopify cart and checkout behind the button. You can change any question in chat afterwards.

Other funnel types

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