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

The Exact Number of Quiz Questions You Should Ask

31 Jul 2026 · 1 min

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In this brief presentation, the speaker explains how a conversion‑rate‑optimization (CRO) quiz presents visitor scores, average benchmarks, and links to a checklist for interpreting results. He then tackles the common dilemma of how many questions to include in a quiz. While asking many questions (e.g., 100) can yield rich data, it becomes impractical unless the business has a huge catalog of product SKUs. Conversely, overly simplistic questions like “Do you prefer blue, red, or black?” are dismissed as push‑polls that add little value. Drawing from his experience, he recommends that most businesses aim for 6 to 9 well‑chosen questions to balance data usefulness with respondent willingness.

Chapters

On each of these, like the CRO, where I break down like the visitor side and it shows exactly what that's doing, right? How did they get the score? And you can kind of see what the average is and where you can go back to the checklist and see what are these things that he's asking about. So this is one of the better quizzes that's out there, how much they are above the average in their category and overall. And you can see one of them, what I found is how many questions do you ask? And that's always a tough one. How much are you guys know this? If you ask 100 questions and you're going to actually use that data, people have no problem taking it. Like if you have a million product SKUs, maybe you need to ask a little bit more. But if you have 6, maybe you don't need to ask, do you want blue, red, or black? Like, who cares? Again, that's to push poll. What I found is between 6 and 9 questions is the right number for the majority of people.