Equipment fitment guides, quiz vs calculator? Which works better?

Quiz beats calculator in conversion every time I’ve A/B tested. Three reasons:

• Lower cognitive load, a quiz asks 8-14 short questions one at a time. A calculator asks for 6-10 measurements in one form. Customers bail on the form, complete the quiz.
• Recommendation framing, quiz output is “here are 1-3 best-fit SKUs.” Calculator output is “your size is 56cm.” The first is a buying decision, the second is homework.
• Re-use for upsell, quiz answers feed segment-based recommendations across the session (“customers like you also bought”). A calculator output is one-shot.

Per-category quiz logic I’ve shipped:

• Cycling: inseam + reach + standover + riding style → frame size + handlebar drop + saddle width.
• Skiing: skier height + skill level + on-piste-vs-all-mountain + boot size → ski length + binding setting + boot flex.
• Tennis: hand size + playstyle + experience → grip size + head size + string pattern.
• Running: foot strike + arch type + weekly mileage + injury history → cushioning level + drop + width.

Quiz drives PDP→add-to-cart conversion 1.4-2.1x in the categories I’ve shipped. Build cost ~$6k, $15k per quiz (logic + content + UX). Lives as a module that emits a recommendation block on PDP based on session-stored answers.