A Quiz Playbook for Pet Brands¶
Pet shoppers are buying for someone who can't tell them what they need. Whether it's food for a sensitive-stomach senior dog or a door sized to the right cat, the right product depends on the animal's size, breed, age, and the owner's setup. A quiz asks those questions and returns products that genuinely fit, which is why pet quizzes are the most-taken of any vertical.
This playbook is built from 74 real pet quizzes running on RevenueHunt.
How to read these benchmarks
Figures come from 74 pet quizzes built with RevenueHunt (Built for Shopify), measured over the last 180 days and deduplicated to one quiz per store. Numbers are medians unless labelled "top 10%" (the 90th percentile). For the wider category picture, see the State of Product Recommendation Quizzes report.
Two kinds of pet quiz¶
The pet vertical splits into two playbooks that share a quiz engine:
- Consumables (food, treats, supplements): recommend a regimen or bundle matched to the pet's age, size, and needs, and set up subscriptions for reorders.
- Fit-and-gear (doors, gates, crates, harnesses, beds): a sizing quiz that measures the pet and the space, then returns the one product that fits. This is why pets has the highest single-product share (38%) and the heaviest branching (59%) of any vertical.
Knowing which you are decides everything below, especially how many products you recommend and how much branching you need.
The benchmark build¶
The top pet quizzes by revenue share this shape:
What the top pet quizzes have in common
- 6 questions, around 3.3 answer choices each
- Branching logic in roughly half, and 59% across all pet quizzes, the highest of any vertical
- A bundle for consumables or a single fitted product for gear (typically 3 products, or 1 for a fit match)
- Email leaning none (54% don't gate)
- Sizing questions can carry many options (the top 10% average 15+ choices on measurement questions)
How your quiz stacks up¶
Performance percentiles across all 74 pet quizzes. Note how high cart value climbs for big-ticket gear.
| Metric | Bottom 25% | Median | Top 25% | Top 10% |
|---|---|---|---|---|
| Completion rate | 65% | 87% | 94% | 100% |
| Conversion (quiz→order) | 2% | 6% | 11% | 19% |
| Revenue per completion | $0.77 | $4.59 | $12 | $33 |
| Average order value | $49 | $72 | $149 | $486 |
The engagement advantage
Pet quizzes are taken more than any other vertical, a median of 197 responses per quiz in 180 days. Pet owners want help getting it right for their animal, so they finish (87% median completion). That volume is an asset: it builds segments and subscription leads fast, so make sure you're capturing them.
The questions that matter¶
Pet questions are concrete and measurable, they describe the animal and the setup, not preferences (the data-worth-collecting rule):
- About the pet: name (a nice personal touch that lifts engagement), species/breed, size, and age.
- Size and measurements: for gear, the exact dimensions: "what size is your dog?", torso width and height, "how thick is your door or wall?". These map directly to the fitting product.
- Where it goes / the setup: "where do you want the pet door installed?" routes the recommendation.
- Needs and concerns: for food, sensitivities, activity level, and goals, often a "select all that apply".
For fit quizzes, use branching so a "no match?" answer sends the shopper to a different size path rather than a dead end.
Recommend the right product: one, or a set¶
Match the recommendation to which playbook you're in:
- Gear / fit: return the single product that fits, with the measurements confirming the match. A wrong size is a return and a frustrated customer, so precision beats breadth. The best pet fit-quizzes recommend exactly one item, and reach a $326+ average order on big-ticket gear.
- Consumables: recommend a bundle or regimen (food + treats + the supplement for their pet's needs) and offer a subscription so reorders happen automatically.
Build both with Set up recommendations and the bundles, kits & routines playbook.
What the top and bottom quizzes look like¶
📈 Best in class
A pet store (~224 responses/180d) runs an 8-question branching quiz with a gated email, recommending a single fitted product. It converts at 9%, earns $31 per completion, finishes at 89%, and reaches a $326 average order, a high-ticket gear match done right.
📉 The cost of gating
A pet store (~1,250 responses/180d) converts strongly at 31% and earns $18 per completion, but gates the email before results, holding completion to 57%. Even a great converter is leaving finishers (and leads) on the table. With pets' naturally high completion, gate only once the quiz has delivered the fit, or make the email optional.
Turn pet data into repeat revenue¶
- Tag species, size, age, and needs so every owner becomes a segment.
- Convert and retain with reorder reminders for food, and lifecycle prompts as the pet ages (puppy → adult → senior).
- Sharpen your ads by targeting each pet-profile segment with products made for them.
Email strategy¶
Pet quizzes mostly skip the gate. Completion already runs high and the fit or food answer is the value, so few stores put an email wall in front of it.
Do / Don't¶
- Do use branching for fit and sizing, 59% of pet quizzes do, the most of any vertical, because a wrong size is a guaranteed return.
- Do recommend a single, exact fit for gear and a bundle-plus-subscription for consumables. Match the recommendation to the playbook.
- Do capture the high volume of leads, pet quizzes are the most-taken anywhere, so the segments and subscription list build fast.
- Don't gate the email before delivering the fit. Pets' high completion makes a premature gate pure lost completion.
- Don't ask measurements you won't use to recommend. Every unused question costs completions.
Templates & setup¶
- Quiz templates by industry
- Conditional logic for sizing and fit branching
- Recommend subscription products for food and treats
- Set up recommendations to enforce fit
Frequently asked questions¶
What should a pet quiz ask?¶
It depends which kind you're running. A food quiz asks about the pet's species, size, age, and needs (often "select all that apply"). A gear or door quiz asks for exact measurements (the pet's size, the door thickness, where it installs) and branches on the answers.
Should a pet quiz recommend one product or a bundle?¶
Gear and fit quizzes should recommend the single product that fits, pets has the highest single-product share (38%) for this reason. Food and consumables should recommend a bundle and offer a subscription.
Why do pet quizzes get taken so much?¶
Pet owners genuinely want to get it right for an animal that can't tell them what it needs, so they engage. Pet quizzes see a median of 197 responses per quiz in 180 days, the most of any vertical, and finish at 87%.
Should I gate the email on a pet quiz?¶
Only after delivering the result. Pet quizzes finish high naturally, so a premature gate just costs completion and leads, as one strong-converting but gated quiz in the data shows (31% conversion, but only 57% completion).
Where to go next: turn the recommendation into recurring revenue with the bundles, kits & routines playbook →