We scored every live ecommerce product quiz we could find — across quiz platforms, not just one — on a 100-point scale for user experience and lead quality. The scores form a tight bell curve, and it has a hard ceiling no brand has broken.
Distribution of overall scores. The pack bunches between 60 and 80 — competent but unremarkable — then stops dead at 84. Hover any point to see the count.
is the single best score in the entire database. 43% of quizzes score below 70, and the curve flatlines well before excellence — the ceiling isn't talent, it's that almost everyone makes the same fixable mistakes.
Translate the scores into letter grades and the shape is unmistakable: a fat middle, a long failing tail, and an empty honor roll.
This isn't a vanity grade. Plot average customer drop-off against the letter grade and the line is brutally straight — every grade you slip costs you roughly another tranche of customers.
Average estimated drop-off, by score band.
Each quiz gets two sub-scores. Brands are great at capturing the lead — and noticeably worse at the experience that earns it. That 13-point gap is where the drop-off lives.
Brands optimize the ask and neglect the experience. Closing that gap — shorter quizzes, softer gates, clearer questions — is the fastest path up the curve.