Jennifer Gilbert, Head of Global E-commerce at Nutra Organics, knows a thing or two about creating genuine customer connections. At Nutra Organics, the mission has always been simple: make wholefood nutrition easy, accessible and delicious. But what really sets them apart is the way they guide customers to the right products: without gimmicks or diet fads.
Why Quizzes Deserve a Second Look
In a world of AI chatbots and endless recommendation engines, product quizzes might feel a little retro. But they’re far from irrelevant. A good quiz doesn’t just sell product: it helps customers cut through the noise and find what actually fits them. For brands, it’s one of the most underrated ways to spark engagement, gather data, and start building a relationship on the right foot.
Start With Solving Problems
Jennifer says it best: “If you have recognised that, hey, my gut health is just not doing well, you’re going to need something for that. And that’s where we meet you”. That’s the essence of a good quiz. It starts with the customer’s problem, not the brand’s product list. When you frame questions around needs, lifestyle, or challenges, customers feel understood, not sold to.
The Work Behind the Curtain
Here’s the reality: building a great quiz isn’t as simple as picking a few filters. It takes testing, debating, and fine-tuning to make sure the recommendations are both accurate and useful. Nutra Organics invested in a benefit-led approach that narrowed choices without overwhelming the customer. The lesson is simple: a sloppy quiz does more harm than good. Get the details right and the conversion lift is worth the effort.
Proof From Coffee to Clothing
It’s not just health brands seeing results. Take Nespresso’s “coffee finder” quiz. It helps customers fine-tune their pod choices by flavour profile. In a category where one bad first cup can lose a customer forever, that tool has been a powerful conversion engine. Similarly, fashion retailer Birdsnest built their “style finder” to help customers discover clothes that fit not just their size, but their personality. These examples show that quizzes aren’t limited to niche markets. Instead, they can lift conversion in categories as broad as coffee and clothing.
Conversions Aren’t Always Instant
Quizzes are rarely about the quick win. Customers often take results away, think about them, and return later. Smart brands build on that by following up. Nutra Organics sends quiz results via email so they’re sitting in the inbox when the customer’s ready to buy. This small step turns a one-time interaction into an ongoing touchpoint, making the quiz more of a personalised resource than a sales tool.
From Funnel to Service
At its best, a quiz isn’t a marketing trick, it’s customer service. As Jennifer puts it, “We don’t just want to sell a product to anybody. We want you to have the right product that’s going to help you, not just be a product that gets stored in your pantry and you never use”. That mindset shifts the quiz from being a funnel to being a genuine way to add value. For ecommerce leaders, that’s the real takeaway: quizzes aren’t about transactions, they’re about trust. And trust drives growth.
In this Playbook:
- How Nutra Organics built a high-converting quiz that meets customers at their health needs
- Why syncing quiz results with CRM and email flows drives stronger engagement
- The difference between product quizzes and AI finders (and how they can coexist)
- How leaders like YC Eu (Nespresso) and Jane Cay (Birdsnest) use quizzes as acquisition and service tools
🎧 Listen to the full Playbook with Jennifer Gilbert from Nutra Organics now on Add To Cart.
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