10 Best eCommerce Health & Wellness Quiz Examples I Like (2024)

If you’re reading this, good chance you don’t need to know about the various positives/benefits of why you should do a quiz, especially if you’re in the health and wellness space. 

The reality is, I highly recommend to test having a quiz flow as an initiative (if you haven’t done so already), to help with quality lead acquisition, and gain oher benefits such as data collection for audience info, and the ability to better nurture/educate prospects. 

And for those who already have a flow in place, well you’ll certainly pick up some good learnings/practices in play. 

Regardless if you’re starting out/looking to optimise, you’re going to love going through these examples by amazing brands in the space. 

1. Hims

Hims is one of the top DTC brands who do awesome marketing (across socials, organic, ads, email marketing, etc) - they offer tele-health services and personalised products targeting men's health issues like hair loss, skincare, and sexual health.

What Hims does well (at a high-level) with their ‘haircut’ quiz

• The top of the start page features a brief introduction that encourages people to participate.

• The entire flow is conveniently located on a single page, eliminating the need for participants to navigate to different pages for each question.
• The results are presented with images, providing a clearer understanding to participants. 
• The UX when picking the answers are quite fast, which is ideal for those taking the quiz via mobile (and most audiences would be). 

2. Hers

Hers (the sister company of Hims who also do impressive marketing across different channels) provides tele-health services and products focused on women's health issues like skincare, hair loss, and wellness.

They have been featured in Forbes, GMA, and Rolling Stone.

What Hers does well (at a high-level) with their ‘skincare routine’ quiz

• The start page's title informs participants that the quiz consists of just five questions, encouraging them to get started right away. 

• The results are clearly displayed, subtly incorporating mentions of their products to inform participants without overwhelming them. 
• There's a “start my free visit” CTA encouraging participants to connect with a medical provider online. 
• Again, just like Hims above, really like the UX flow of having the answers on a single page.

3. My Way Up

My Way Up is an Australian brand offering gut health supplements and tests while focusing on personalised, scientifically-backed nutrition - their bestsellers are Perfectly Pure Collagen and Debloat Detox. 

What My Way Up does well (at a high-level) with their product recommendation quiz

• The flow kicks off immediately with the first question for asking a first name, avoiding any delays.

• What I like about asking for the first name, is then utilising the field name in the questions, which makes it feel more personalised. 

• There’s a mix of question types between plain text and images/icons - and throughout, there are also focused screens on sharing key info/updates. It’s good to include these types of screens to “pattern break” those rushing through.
• And when you get to the end (results page), it happens to be one of the best “custom cart product recommendation” experiences I’ve seen in this niche. You can see a breakdown of my recommendations, as well ad UGC video reviews, but you can't access until you opt-in - big fan of what My Way Up have done - bravo to their team!

4. WelleCo

WelleCo offers premium whole food supplements that promote health and wellness through naturally derived ingredients - and some of their top products include Nourishing Protein, The Super Elixir, and The Collagen Elixir.

What WelleCo does well (at a high-level) with their quiz

• The welcome page entices participants to uptake/engage by highlighting a $10 discount and the brief duration of the quiz, which only takes 1 minute.
• The recommended products sections offers various purchasing options, including a one-time purchase or a subscription with savings. 
• And throughout the flow, there's a simple one-field form that allows you to quickly sign up for the newsletter.

5. Boots

For marketers from larger retailers, check out this quiz flow from Boots - and for those who don’t know, Boots is a large online retailer for health/beauty products.

What Boots does well (at a high-level) with their quiz

• They’ve done a great landing page, highlighting elements such as a "how does the quiz work" section, making it easy for visitors to how it works and the simplicity of what’s involved.
• The flow is organised into categories, including details about you, your eating habits, drinking habits, physical activity, and smoking habits.
• After completing each category, a brief paragraph provides feedback on your choices and offers suggestions for improvement with a ‘wellness score’. 

6. Curie

Curie delivers clean, effective personal care products, including deodorants and body washes, with a focus on natural ingredients - they have been featured in Allure, Shark Tank, and InStyle. 

What Curie does well (at a high-level) with their quiz

• The welcome splash page helps motivates visitors to participate by offering a discount of up to 20% upon completion.

• The design of the flow incorporates the Curie's colours throughout - and they’ve done a great job with a minimalistic layout/UI.

• I love their “recommended for you” page, which has product items they suggest (with discounts for bundles to encourage check outs), and a selection of customer testimonials as social proof to help boost trust to encourage first-time purchases.

7. Sleep Foundation

Sleep Foundation provides expert reviews and evidence-based guidance on products and practices for better sleep health.

They have a great ‘embed’ quiz experience as part of their ‘mattress match’ content piece.

What Sleep Foundation does well (at a high-level) with their ‘mattress match’ quiz

• Just below the embed, this brand provides a helpful guide on how to buy a mattress that adds value for visitors. 

• Each response option within the flow is paired with high-quality, relevant images, enhancing better UX. 

• When you finish the flow, you see the top three suggested products quickly and clearly outlined, with USPs and a clear CTA of “shop now”. 

8. Ethique 

Ethique crafts eco-friendly, plastic-free beauty bars for hair and skin while ensuring sustainability and natural ingredients - and some of their bestsellers are Calming Shampoo Bar, Nourishing Conditioner Bar, and Smoothing Shampoo Bar.  

They have a very interesting ‘chatbot-like’ quiz experience, which works really well. 

What Ethique does well (at a high-level) with their hair quiz

• The quiz is conveniently presented in a conversational messaging format (chatbot UX), all on one page.
• It’s quite fast when you select answers, which is key for any audience - it feels like you’re texting someone (and most audiences are very used to this).

• Static towards the bottom, visitors/participants are encouraged to sign up for newsletters, offering a 20% discount as an incentive.
• Before the quiz results are revealed, participants are given the option to opt-in to earn 200 reward points - a smart tactic to encourage those to uptake/exchange an email.

9. Feals

Feals offers premium CBD oil to help manage anxiety, pain, and sleep issues through a subscription service - they have over 250k+ customers and have received raves from Forbes, Cosmopolitan, and Yahoo News. 

Really love the flow they’ve created and incorporates many elements I like to ensure an awesome UX on desktop/mobile.

What Feals does well (at a high-level) with their quiz

• The welcome page features a clean design with branded colours, with clear expectations of what the quiz will help with.

• A progress bar at the top of the page displays how much of the quiz you have completed, along with the percentage.

• They also do a good job of sharing a mix of questions types/formats, including text-only and image-based - good to break up the “pattern” to keep users engaged.

10. Vitl

Vitl provides personalised vitamin packs and nutrition tests tailored to individual health needs through an online assessment.

Some of Vitl’s bestsellers are the DNA Nutrition Test and 15 Energy Bars.

What Vitl does well (at a high-level) with their consultation quiz

• The flow is designed with only text on a light-coloured background, enhancing focus/readability.

• Most responses to the quiz questions incorporate emojis for a personal touch (which I quite like).
• Participants must enter their email addresses to receive their results, which helps Vitl ensure they’re going for intent-based opt-ins/audiences that they can nurture and reach out/promote to.