How Lights Online increased CVR |READ NOW
Product Finder vs. Product Quiz: Use Cases, Pros & Cons, and More
Michael Hall
February 17, 2022

When it comes to selling online, nothing beats helping your customers find precisely what they came looking for!

Interactive marketing is off the charts when it comes to leading customers to products they are likely to purchase. Known to grab customers’ attention, interactive content helps accelerate the customers’ purchase decision process, ensuring that they complete the checkout process and make purchases from your store.

Ecommerce brands can never go wrong with offering personalized shopping experiences to their customers. Accenture’s report stating that 91% of customers would prefer to buy from brands that provide relevant product recommendations is a testament to this fact.

Customers today are dealing with one too many options in every product category. Online sellers need to find ways to help them zero in on products that they need — this can be done with the likes of a product finder or a product quiz. Let’s get down to the basics and understand more about these ecommerce techniques.

Product finder vs. product quiz:

Now, what most online store owners want to know is what’s all this rage about product finders and product quizzes in the online shopping world?

Are they just another trend today that will be gone tomorrow?

Well, we’re glad to break it to you that product finders and product quizzes are here to stay, as they promise instant shopping experiences that are optimized to help customers have easy access to find what they are searching for.

While most people often confuse the two tools to be similar, a product finder and a product quiz employ two very different tactics.

The two tools have a common goal to guide customers around an online store and help them quickly land upon the product that they need. Having said that, the way they are put to work is entirely different. Let’s get to the bottom of this by exploring one tool at a time.

What is a product finder?

First up, we’re going to look at how a product finder works.

A product finder is a technology that helps customers scan your ecommerce store and discover products that will match their wants and needs. Similar to how an in-store associate would guide shoppers to find what they’re looking for, product finders speed up the product discovery process for online shoppers.

Leveraging emerging technologies like artificial intelligence, machine learning, and natural language processing, product finders learn from customer interactions and use customer feedback to provide relevant recommendations. In a nutshell, product finders expedite product discovery and help customers find what they’re looking for.

How are product finders used?

Make no mistake, product finders don’t just engage in average conversations. They can keep it basic and at the same time, dive into detailed and advanced discussions.

These digital assistants offer a highly personalized experience by using details based on historical data like past purchases, or typical purchase patterns and preferences. They even dive into search history and pull up demographic insights to respond to the customers’ queries, share recommendations and even go a step ahead and make predictions.

Some product finders are enhanced to the point that they can even start a conversation with the customer, pull up suggestions, and make some valuable product recommendations to help them identify what they want.

In the example below, Croda Personal Care’s product finder is equipped with all the right questions to filter out and find just what their customers want.

Source: Croda Personal Care

What is a product quiz?

Coming to product quizzes, much like a standard quiz — product quizzes consist of an array of questions about the users’ preferences about a specific product, their likes, interests, and personal traits.

The answers given by the customer are used to pull up pages with products that best suit the requirements of the customer.

The customer can then choose to go ahead and purchase what they see or add these products to the cart for later.

Online stores today are stocked up with a plethora of products ranging across brands, categories, and budgets. Your task as an ecommerce store owner is to help the customers pick out what they need without feeling overwhelmed by the wide collection of products that are displayed.

By asking customers about their tastes and choices, product quizzes help nail down products from a wide range, saving the customers time that is otherwise lost in browsing through product categories.

This way customers can progress down the purchase funnel a lot faster.

How do product quizzes work?

Let’s be clear on one thing — product quizzes are merely questions that customers answer. No conversation happens here like in the case of product finders.

Using a series of questions, ecommerce brands can drill down what the customer prefers and cater to them with the right product recommendations all through their shopping journey.

An additional benefit of using product quizzes is that they help you collect a wealth of rich customer data that you can use in the future to come up with better marketing campaigns and ads.

Take for instance Z Gallerie, this online home decor store that has a fun quiz to understand the customer’s style personality. Based on the customer’s preferred choices, the store then personalizes the products recommended to the customer.

Source: Z Gallerie

Product Finder vs. Product Quiz — Which tool is ideal for your business?

All right, let’s break this down for you.

When you’re up against the big question — Product Finder vs. Product Quiz, deciding which tool works best for you, requires you to first check up on your business size.

Both the tools function differently but have a lot to offer in terms of great personalized shopping experiences and product recommendations.

So we’re here to help you make the call!

Let’s do a quick check on your business size fit:

  • Small/medium-sized ecommerce store: If you’re just starting in the online retail space or you’ve been around for a while but are still in the growth stages — we’d recommend going with the more basic one of the two tools which is a product quiz. Product quizzes also don’t use high-tech like artificial intelligence or natural language processing capabilities and so they would be ideal for smaller online stores.
  • Large ecommerce store: When you’re running a large ecommerce store, you’re dealing with a large inventory and heavy traffic on most days. Product quizzes may not be fit to help your customers easily discover what they are looking for. You need smarter recommendations with rich insights that only product finders can offer.

Moving on, we’ll now run by the pros and cons that both these tools have to offer.

Product Finder


  • These digital assistants offer next-level personalization capabilities and superior shopping experiences
  • They are flexible and comparatively more powerful — backed by AI, product finders can optimize in real-time and add new products to their recommendation list on the go
  • Helps customers find what they are looking for faster, with smart recommendations
  • They maximize conversions and boost sales by engaging with customers in a personalized manner
  • Offers rich, real-time insights for marketers to pin down on what their shoppers need


  • Developing a product finder in-house would be quite a hassle. Getting the optimization and recommendation logic right and upgrading it with time can be quite cumbersome.

It would be best to opt for one of the trusted product recommendation finders in the market like Skafos.

Product Quiz


  • Ideal for ecommerce brands in their nascent stage
  • Data collected using these quizzes can be a great asset to marketers in building targeted ad campaigns


  • Product quizzes can only offer limited rule-based matching capabilities, so when it comes to customization they are lagging behind product finders
  • They are not as flexible as product finders — as they are hard-coded so you cannot add on new products in real-time
  • It’s very hard to implement changes — in case of any modifications that are needed, the entire quiz will have to be reworked from the beginning

What’s your take?

You will now be better prepared to make the choice when it comes to the Product Finder vs. Product Quiz debate.

What matters is what your business needs — so tally up all the pros and cons and go for a tool that will help your ecommerce business smash your sales targets.

If you’re on the lookout for that ultimate product finder for Shopify, then say no more! Visit the Shopify App Store to start your 14-day free trial. Take this AI-powered platform for a spin, and convert more of your hard-earned traffic into loyal customers.