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A Quiz Playbook for Hobby & Entertainment Brands

Hobby, games, and entertainment stores (puzzles, collectibles, board games, instruments, niche-interest gear) sell into deep enthusiast catalogs where a newcomer has no idea where to start and an expert wants something specific. A quiz reads where the shopper is on that spectrum (and often who they're buying for) and points them to the right product.

This playbook is built from 33 real hobby and entertainment quizzes running on RevenueHunt.

5%median quiz→order conversion
22%conversion for the top 10%
$103median average order value
82%recommend a set, not one product

Smaller sample, read as directional

This is our smallest vertical: 33 quizzes over the last 180 days, deduplicated to one per store. The patterns are consistent but the percentiles move more than in larger categories, so treat these as directional rather than precise. Numbers are medians unless labelled "top 10%". For the wider picture, see the State of Product Recommendation Quizzes report.

Where hobby quiz traffic comes from Device mix for hobby quizzes: mobile 67%, desktop 30%, tablet 3%. Where hobby quiz traffic comes from 67% 30% Mobile 67% Desktop 30% Tablet 3%
Device mix for hobby quizzes. 67% is mobile, so design mobile-first.

The benchmark build

The top hobby and entertainment quizzes share this shape:

What the top quizzes have in common

  • 5 questions, around 4.0 answer choices each, short and approachable
  • A set recommendation: 82% recommend more than one product, typically 3
  • Email leaning none overall, but the top performers gate it (and use heavy branching, 64%)
  • The most desktop traffic of any vertical, 30% vs the usual 10-15%, since enthusiasts research on a big screen

How your quiz stacks up

Performance percentiles across the 33 hobby and entertainment quizzes.

Metric Bottom 25% Median Top 25% Top 10%
Completion rate 63% 69% 81% 93%
Conversion (quiz→order) 2% 5% 9% 22%
Revenue per completion $2.20 $6.24 $9.75 $23
Average order value $74 $103 $155 $781

Completion is the soft spot

This vertical has the lowest completion ceiling we measure, even the top 10% only reach 93%, and the median is 69%. Enthusiast quizzes tempt merchants into long, detailed question sets. Resist it: keep to ~5 questions and let branching handle the depth, so casual shoppers and experts both finish.

The questions that matter

The standout question in this category is about the recipient, not the shopper:

  • "Who are you shopping for?" A large share of hobby and entertainment buying is gifting: for a partner, a kid, a fellow enthusiast. Routing on this changes everything downstream.
  • Experience level. Beginner vs. seasoned enthusiast decides whether you recommend a starter set or specialist gear.
  • Interest / sub-genre. Which corner of the hobby they're into, so the recommendation feels expert.
  • Use case or setting. Where and how they'll use it.
  • Budget. Especially important for gifts and big-ticket enthusiast purchases.

Every question should change a recommendation, a segment, or a message, the data-worth-collecting rule.

Recommend a set, and route by experience

82% of these quizzes recommend a set, the highest set-share outside beauty, because hobbies are rarely one item: a board game plus expansions, an instrument plus accessories, a starter kit plus the next step up.

  • Use slots to recommend the core item plus its companions, each matched to experience level and interest. See Set up recommendations and the bundles, kits & routines playbook.
  • Use branching to separate beginners from experts early, the top performers branch 64% of the time, because a starter and a specialist need completely different paths.
How hobby quizzes recommend Recommendation style for hobby quizzes: set 82%, single 18%. How hobby quizzes recommend 82% 18% Set 82% Single 18%
Share of hobby quizzes by recommendation style. Most recommend a set rather than a single product.

A note on gifting and follow-up

Because so much hobby buying is gifting, treat the gifter as a future customer who shops by the calendar:

Email strategy

Most hobby and entertainment quizzes don't gate the email, though the top performers by revenue do, pairing it with heavy branching.

Email strategy across hobby quizzes Share of hobby quizzes by email approach: none 52%, gated 33%, optional 15%. Email strategy across hobby quizzes None 52% Gated 33% Optional 15% Gated = email required before results · Optional = skippable · None = no email ask
How hobby quizzes handle the email ask. The accented bar is the most common approach in this category.

Do / Don't

  • Do keep it to ~5 questions. Completion is this vertical's weak spot, and shorter quizzes protect it.
  • Do ask "who are you shopping for?", gifting is a big share of this category, and it routes the whole recommendation.
  • Do branch on experience level so beginners and experts each get a relevant path.
  • Don't build a 15-question enthusiast deep-dive. The detail belongs in branching, not in a wall of questions everyone must answer.
  • Don't ignore the desktop audience, 30% of traffic here is desktop, so make sure the results page reads well on a large screen too.

Templates & setup

Frequently asked questions

What should a hobby or entertainment quiz ask?

Who they're shopping for (gifting is common), their experience level, their specific interest, the use case, and budget. Keep it to about 5 questions and branch on experience.

Why is completion lower in this category?

It's the lowest-completion vertical we measure (69% median), usually because enthusiast quizzes grow too long. Keep the question count down and use branching to handle depth, so both casual and expert shoppers finish.

Should it recommend one product or a set?

A set, 82% do, the highest set-share outside beauty. Recommend the core item plus its companions (expansions, accessories, the next step up), matched to experience level.

Where to go next: if gifting is a big share of your traffic, see the gift-finder playbook →