The Product Quiz That Gave Shoppers a Clearer Choice

A large product catalog can show shoppers more possibilities, but more choice does not always make buying easier. When products serve different hair types, concerns, colors, or styling goals, customers may struggle to understand which option fits their needs. That uncertainty can reduce product engagement.

A professional hair care brand faced this challenge across its Shopify experience. Customers had access to a broad range of products, yet many did not have a clear way to narrow the catalog. Mobile usability added another barrier because most visitors were browsing on phones.

Explore how Forix’s Conversion Rate Optimization services help retailers simplify product discovery, improve mobile journeys, and create clearer paths from customer needs to suitable products.

The Challenge: Too Many Relevant Products

The brand did not lack strong products. The difficulty came from helping shoppers determine which products were appropriate for them.

Customers needed to consider factors such as hair color, hair type, and care needs. Without guidance, they had to browse collections, open several product pages, and compare information independently. This placed the burden of product selection on shoppers who might not know the terminology or differences between product lines.

The problem was especially important on mobile. Seven out of ten site visitors were using phones, but the mobile experience did not make product evaluation easy. A smaller screen, combined with a large catalog and limited guidance, increased the effort required to make a confident choice.

Starting With Customer Behavior

Forix began with analytics rather than assuming that a visual redesign alone would solve the issue.

The data showed that product discovery and mobile usability were connected. Shoppers needed a better way to identify relevant products, and that guidance needed to work on the devices they used most.

This led to two coordinated priorities:

• Create a guided product-selection experience.
• Improve the mobile shopping journey.

Addressing both areas ensured that a useful recommendation would not lead shoppers into another difficult interaction after completing the quiz.

Building a Guided Product Quiz

Forix developed a product wizard presented as a quiz. Instead of asking shoppers to understand the full catalog, the quiz asked them to identify characteristics such as their hair color and hair type.

Each answer reduced the number of relevant possibilities. At the end of the journey, shoppers received recommendations aligned with the needs they had selected.

The quiz made product discovery more approachable because it translated catalog complexity into familiar personal questions. It also created a structured decision path:

• Begin with information the shopper understands.
• Ask only questions that affect the recommendation.
• Keep each step focused and easy to complete.
• Present relevant products as a clear outcome.
• Give shoppers a route to continue shopping.

The experience supported decision-making without requiring customers to become product experts first.

Improving the Mobile Experience

The product quiz worked alongside a mobile redesign. Forix improved how phone users navigated, reviewed products, and progressed through the shopping journey.

The mobile experience needed to keep the quiz readable, make answer controls easy to tap, and clearly communicate progress. Recommendation results also needed to connect to product information and purchasing actions.

This approach improved both discovery and usability. Shoppers could identify suitable products and continue through a cleaner mobile path without restarting their search.

The Business Impact

The guided quiz increased time spent on the site by 30%, indicating that shoppers were engaging more deeply with the experience and recommendations.

The mobile redesign also produced a 37% increase in mobile conversion rate and a 31% increase in average order value.

These results show how guided selling can support more than product discovery. When shoppers understand which products fit their needs, they can evaluate recommendations with greater confidence and may be more prepared to purchase a complete solution.

Conclusion

A product quiz is most effective when it solves a specific decision problem. It should use meaningful questions, provide relevant recommendations, and connect smoothly to the rest of the shopping journey.

Forix helps Shopify retailers use analytics, guided selling, and mobile UX improvements to simplify complex product choices and create clearer paths to conversion.