A Quiz Playbook for Supplements & Wellness Brands¶
Supplement shoppers buy an outcome, not an ingredient. They want more energy, better sleep, or stronger immunity, and they're staring at a catalog of 40 bottles with no idea which serve their goal. A quiz turns "which of these is for me?" into a personalized regimen built around what they're actually trying to achieve.
This playbook is built from 234 real supplements and wellness quizzes running on RevenueHunt, and this vertical has the highest revenue ceiling of any category we measure.
How to read these benchmarks
Figures come from 234 supplements/wellness 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.
The benchmark build¶
The top supplements quizzes by revenue share this shape:
What the top supplements quizzes have in common
- 7 questions, around 4.1 answer choices each
- A regimen / stack recommendation, not a single bottle. 78% of quizzes do this
- Typically 3 products on the results page (a focused stack)
- Email gated before the results in the top performers
- Branching logic used by about half, and multi-select questions by most (53%, the highest of any vertical)
Multi-select matters here: shoppers often have more than one goal ("energy and sleep"), and a "select all that apply" question captures that without forcing a false single choice.
How your quiz stacks up¶
Performance percentiles across all 234 supplements/wellness quizzes. Note the revenue columns, they go higher than anywhere else.
| Metric | Bottom 25% | Median | Top 25% | Top 10% |
|---|---|---|---|---|
| Completion rate | 63% | 79% | 95% | 100% |
| Conversion (quiz→order) | 1% | 7% | 17% | 27% |
| Revenue per completion | $0.57 | $7.98 | $18 | $41 |
| Average order value | $57 | $85 | $156 | $373 |
This is a high-AOV, high-intent category
The top 10% of supplements quizzes reach $373 average order value and $41 revenue per completion, the highest of any vertical we track, because a regimen plus a subscription compounds fast. Completion is the softer number (79% median); if yours is below 63%, the quiz is too long or asks for something too personal too early. See reduce drop-off.
The questions that matter¶
The most common questions in top supplements quizzes, each tied to a job (the data-worth-collecting rule):
- What are you looking to support? (energy, sleep, immunity, digestion, focus). Usually a "select all that apply" multi-select, the backbone of the recommendation and your segments.
- Which life moment are you in? Useful for routing (e.g. perimenopause, post-workout recovery, new-parent).
- How often do you exercise? Calibrates dose and format for active shoppers.
- Basic profile (age, sex). Only the parts that change what you'd recommend.
- Current regimen. What they already take, so you fill gaps instead of duplicating.
Keep it compliant
Avoid medical or disease claims in your questions and results. Recommend based on goals and preferences, not diagnoses, and include whatever disclaimers your market requires. This protects both trust and your store.
Recommend a regimen, not a single bottle¶
78% of supplements quizzes recommend a regimen, and given the revenue ceiling, this is the single biggest lever in the category. Recommend a stack: a few products that work together toward the goal, each in its own slot (for example a morning and an evening set).
- Build it with Set up recommendations and the bundles, kits & routines playbook. The benchmark stack is 3 focused products, enough to be a regimen, not so many it overwhelms.
- Offer the regimen as a subscription so reorders happen automatically. Supplements are consumable and routine-driven, so this is where the real lifetime value is.
Get the email right¶
Supplements quizzes are nearly evenly split, leaning toward gating:
- 40% gate the email before results · 38% don't ask · 22% make it optional.
- High-AOV, considered purchases reward a captured lead, because much of the decision happens off-session over days, not in the first visit.
The supplements default
Gate the email once the quiz delivers a clear regimen, then connect Klaviyo and run an education-led follow-up (how to take the stack, what to expect and when). This is also the most desktop-heavy vertical, 24% of traffic is desktop vs ~10% in makeup, because wellness shoppers research before they buy, so design the results page to be read carefully, not just tapped.
What the top and bottom quizzes look like¶
📈 What a high-value build looks like
A wellness store (~151 responses/180d) runs a 14-question branching quiz with a gated email, recommending a small set. It earns $78 revenue per completion, extraordinary, by qualifying hard and selling a high-value regimen to the right shoppers. The trade-off is completion (42%): worth it at this AOV, but only because the recommendation is genuinely high-ticket.
📉 What kills a supplements quiz
A wellness store (~377 responses/180d) runs a 4-question quiz with no email and 0% conversion, only 54% even finish. Too short to build confidence in a considered purchase, and no lead captured to recover the sale later. Add the questions that qualify, recommend a real regimen, and capture the email.
Turn goals into recurring revenue¶
- Tag the goal so every shopper lands in a segment (
sleep,energy,immunity). - Convert and retain with reorder reminders timed to when a bottle runs out, and education that keeps them on the regimen. Build it as a replenishment flow in Klaviyo.
- Sharpen your ads by showing each goal segment the products made for it.
Do / Don't¶
- Do recommend a regimen and offer it as a subscription. With the highest AOV ceiling of any vertical, recurring orders are where supplements make their money.
- Do use a "select all that apply" goal question, 53% of quizzes use multi-select because shoppers have more than one goal.
- Do keep questions and results goal-based, never medical. It keeps you compliant and trusted.
- Don't under-build a considered purchase. A 4-question quiz with no email is the weak pattern in the data; qualify properly and capture the lead.
- Don't collect health data you won't act on. If an answer doesn't change a product or a message, it's just friction.
Templates & setup¶
- Quiz templates by industry
- Recommend subscription products for recurring orders
- Set up recommendations to build the stack
- Plan a personality quiz if your hook is "find your type" rather than a goal match
Frequently asked questions¶
What should a supplement quiz ask?¶
What outcome they want to support (often a "select all that apply"), the relevant profile, what they already take, and exercise or lifestyle context. Keep questions and results goal-based, never medical. About 7 questions is the benchmark.
Should it recommend one supplement or a regimen?¶
A regimen, 78% of quizzes do. Recommend a focused stack of around 3 products that work toward the goal, and offer it as a subscription so reorders happen automatically. That's where the lifetime value is.
Are supplement quizzes compliant?¶
They can be. Avoid medical or disease claims in questions and results, recommend on goals and preferences, and include whatever disclaimers your market requires.
What order values can a supplements quiz reach?¶
The median order is $85, but the top 10% reach $373 and earn $41 per completion, the highest revenue ceiling of any vertical, driven by regimens and subscriptions.
Where to go next: turn the regimen into recurring revenue with the bundles, kits & routines playbook →