If you love hosting house parties and barbecues, there’s a good chance you’ve visited Diageo’s website. They’re the brand behind some of the world’s favorite premium drinks, like Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray, and Guinness.
Diageo’s site is the perfect place to find cocktail ideas that match your food and party vibe. It also helps you cater to your guests' tastes, making sure everyone enjoys themselves at your gatherings.
If you haven’t visited recently, there are new features waiting for you.
One is the recently launched "What's Your Cocktail?", an AI-powered interactive quiz that provides personalized cocktail recommendations. This quiz analyzes your flavor preferences with a few simple questions, giving you tailored cocktail suggestions in under 15 seconds.
This tool simplifies the complex world of cocktails, making it more accessible and enjoyable. By offering customized recommendations, Diageo not only engages users but also guides them toward drinks that match their tastes.
Since its launch, over 45 million people have used the quiz, giving Diageo valuable insights into consumer preferences and behaviors.
The success of "What's Your Cocktail?" shows how powerful interactive quizzes can be. By combining personalization with easy-to-use technology, Diageo has created a platform that entertains, drives interest, and boosts sales.
And Diageo is not alone. Many other brands use this tool, too. For example, The Elephant Pants, a clothing company, created a quiz called "Which Pair of Elephant Pants Are You?" to support their Kickstarter campaign. This approach helped them raise over $8,500 and build a potential customer base.
Similarly, Brandeis University designed the quiz "Which Career is Right for You?" to help prospective students find suitable career paths. It attracted about 125 new student prospects each month.
Like Diageo, Heineken USA also used this tool, except they used it for employee filtering. They launched an interactive video with a 12-question quiz to see if job candidates fit the company culture.
This fun twist led to a 300% increase in applicants, with 67% of users completing all questions and spending over five minutes on the video.
These examples highlight how interactive quizzes effectively engage audiences, generate leads, and increase brand awareness across various industries.
But why are interactive quizzes so effective?
Interactive quizzes work well because they appeal to people’s curiosity, interest in self-discovery, and desire for quick results.
When people see a quiz, their curiosity kicks in—they can’t resist the urge to know the answer, like flipping to the next page in a book. This curiosity drives them to finish the quiz, often signing up with their email to see the result.
Quizzes also play to our need for instant rewards. When a quiz provides personalized results, it’s like a little prize—immediate, tailored, and satisfying.
Brands like Sephora use quizzes to recommend makeup shades or skincare routines, giving people the instant answer that’s relevant to them, which can quickly lead to a purchase.
Quizzes also make customers feel in control, part of the process, and not just on the receiving end of ads. This sense of involvement builds trust.
Take Warby Parker’s quiz on finding the right eyewear style: it doesn’t just sell glasses, it helps customers feel they’re making the right choice, boosting confidence in their purchase.
The competitive side of quizzes—seeing how you compare to others—is also powerful. People like to know where they stand.
For instance, a quiz might tell you you’re a “savvy shopper,” which feels validating. This desire to measure up can motivate people to share their results with friends, bringing in even more attention to your brand.
Today’s quizzes have a “game” element added to them, making them more fun to accomplish. For instance, Heineken’s recruitment quiz made applying for jobs feel like a game, resulting in a 300% boost in applicants. People weren’t just applying—they were “winning” a chance to join Heineken.
Quizzes also give people a sense of belonging by categorizing them into types or groups. Humans naturally want to belong to something, so when a quiz result labels someone as a “Sustainable Fashionista” or “Adventure Traveler,” they feel part of a tribe, making them more likely to share their results with others, boosting brand awareness.
For brands, quizzes are invaluable sources of insight. Every answer is a data point that helps divide customers into groups. You can learn someone’s color or style preference and then use that data to show relevant products, building loyalty by keeping their offers personal.
Finally, quizzes can gather customer feedback without making it feel like a boring survey. For example, a skincare brand could ask, “How satisfied are you with your current routine?” as part of a fun skin quiz. The brand gets useful insights, while the customer feels entertained rather than surveyed.
In short, quizzes turn browsing into an interactive, fun experience that makes people feel understood, engaged, and connected to the brand. They’re great at sparking curiosity, providing instant gratification, building trust, encouraging sharing, and collecting valuable data—all while keeping the customer entertained.
So how can you incorporate interactive quizzes into your online store?
First, think of a quiz that will appeal to your audience. If you sell skincare, for example, a “What’s Your Perfect Skincare Routine?” quiz can help customers find products for their specific skin type.
Personalized recommendations can increase conversion rates by up to 70%, so think of the quiz as a friendly in-store consultant that helps customers make decisions.
Setting up a quiz should be easy. Many e-commerce platforms, like Shopify, offer quiz-building apps that integrate seamlessly into your store.
If you’re running an independent online store, try using external quiz-making tools like Typeform, Outgrow, or Google Forms. You can create your quiz there and then embed it on your store’s pages. Most quiz platforms provide an embed code that you can easily add to a product page, blog post, or landing page.
Custom coding is also an option if you have coding skills. With basic JavaScript and HTML, you can build a simple quiz and have full control over its design and functionality.
Other options include linking to an external quiz page, using pop-up or overlay tools like Privy or OptiMonk, adding quizzes on social media, or incorporating interactive elements in email marketing services like Mailchimp or Klaviyo.
As for how long and complex your quiz should be, one with four to seven questions is ideal; it’s long enough to provide insights but short enough to hold attention.
Studies show that quizzes under five minutes have completion rates up to 80%, so keeping it short is crucial. Also, make it mobile-friendly, as over 50% of online shopping is done on mobile.
To capture leads and grow your email list, add an email sign-up at the end of the quiz. Offer the quiz result or a small incentive, like a discount, in exchange for an email, which can boost conversion rates by up to 20%.
For instance, Birchbox uses a quiz to suggest products based on customer preferences. When users enter their email for these recommendations, Birchbox gains a new lead and the customer gets tailored options.
The timing of your quiz launch matters as well. New product launches, seasonal events, and sales are ideal. High-traffic times, like Black Friday, are also great, as shoppers are more open to exploring products.
For example, a clothing store might launch a “What’s Your Fall Style?” quiz in autumn, helping customers find pieces that match their tastes.
Quizzes are also effective as an ongoing data-gathering tool that drives long-term engagement. About 40% of users who take a quiz and get personalized recommendations make a purchase, making quizzes a reliable asset.
Promote your quiz on social media and in emails to keep attracting traffic, generating leads, and driving sales month after month.
I hope this advice helps you see the true potential of interactive quizzes. They have the power to turn casual visitors into engaged customers who feel connected to your brand.
Whether you’re guiding them toward the right product, gathering valuable insights, or simply adding a fun touch to their shopping experience, quizzes can make a lasting impact.
With the right setup and timing, you’ll not only attract and retain more customers but also foster loyalty that drives your business forward.