Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

Quiz Optimization: Where You're Losing the Most People

29 Jul 2026 · 1 min

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In this video, Jimmy Kim explains that a company's primary aim should go beyond merely making a sale or collecting contact information; it must align with the user's desire for quiz results. He highlights that the two biggest points where prospects abandon a lead‑capture quiz are the very first question and the final request for email or SMS. To keep users engaged, he advises marketers to clearly explain why providing an email or phone number is valuable at that moment, using incentives such as discounts only when they make sense and testing their actual worth. He stresses the importance of delivering the promised quiz outcome to the user, rather than focusing solely on the business’s data collection goals.

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What is the goal of a company? A lot of times it's to make us— it should be to make a sale, to gather their info, right? And it's like, okay, but even in the info, there's a couple of things. You can have a quiz where you just give them— and this is again the customer side. They just want the results. They don't want to give you their email. Can you give them a reason why giving you their email is important? So it's kind of the front end and back end of the quizzes where I think it's important to really focus on. And it's where the major drop-offs are to the first question and the last question, which is usually give me your email. And then it's like, then it turned in too quickly. People are like, I want the SMS, which is great for the business, right? And you have to really explain to the people at that moment why giving the email is going to be important, why giving the SMS is going to be important. And you can do that, right? You can say, hey, give me your email and I'll send you a discount, right? And I'm not a huge believer in just giving discounts away, but this time it could be worth it, right? And something to test and figure out what it's worth. You know, how much is that email worth? And then giving them the actual result, right? I'm a huge believer in giving them the result that they came for, not just the business case.