The company’s scale gives RV shoppers access to an extraordinary range of options, but it also creates a frustrating challenge: How do you help someone find the right RV when they don’t know what kind of RV they really need?
So Camping World built a ConvertFlow quiz funnel that makes its large inventory easier to navigate. Instead of expecting shoppers to understand RV terminology, floor plans, or technical specifications from the start, the quiz begins with something far more familiar: how the shopper wants to travel.
Filters help shoppers narrow down what they already know they want, but quizzes help them figure out what they want.
The challenge
Buying an RV is not a simple, everyday ecommerce decision. Shoppers aren’t just choosing a color, size, or style; they need to decide between motorized and towable RVs, new and used inventory, different sleeping capacities, towing requirements, floor plans, amenities, price ranges, and payment options.
Camping World knows that those decisions are also tied to bigger lifestyle questions:
- Who’ll be traveling in the RV?
- Where do they want to go?
- How much space will they need?
- Will they drive the RV or tow it?
- Does their current vehicle have the necessary towing capacity?
- Are they planning weekend trips, cross-country travel, or longer seasonal stays?
- Do they care most about affordability, ease of use, interior luxury, or more space?
Some experienced shoppers know exactly what they want. Others can picture how they want to travel but don’t have the vocabulary or technical knowledge required to translate their vision into a specific RV that meets their wants and needs. That gap can stop a shopper before the real buying journey begins.
Sure, conventional inventory pages give shoppers filters, but filters work best when people already understand the available categories and know which criteria to select. For less certain shoppers, a huge inventory can turn freedom of choice into browsing fatigue. They may move from listing to listing not knowing if they are looking at the right RVs.
Camping World needed a better path for those shoppers, not a replacement for browsing. They didn’t want to create a barrier between visitors and their inventory, so they needed a guided, consultative process that could help people understand what they needed and move them toward a more personalized selection of RVs.
The solution
Camping World placed its ConvertFlow quiz funnel prominently near the top of its RVs-for-sale page, and that placement is a big part of what makes the strategy work.
The call-to-action appears in an embedded banner directly above the RV inventory, where shoppers are already evaluating their options, and makes a compelling promise: “Find your perfect RV in less than 3 minutes.”
When shoppers click “Start the Quiz,” the quiz opens directly on the page. There’s no need to leave the website, search for a separate buying guide, or navigate to a standalone quiz landing page.
Visitors who already know what they want can continue browsing and filtering the inventory normally, but people who want help can select “Start the Quiz” and enter a guided, “thumb-friendly,” mobile-responsive ConvertFlow quiz funnel.
This creates two complementary shopping paths:
1) A traditional inventory path for shoppers who know what to search for
2) A guided discovery path for shoppers who need help narrowing their options
In short, Camping World’s ConvertFlow quiz funnel provides a guided path through inventory without replacing the way confident shoppers already browse.
How the quiz funnel works
1. Start with the shopper’s travel style
The first question avoids technical language and begins with a simple but important choice: How do you want to RV?
Shoppers can choose whether they want to tow an RV or drive one. This is an easy question for shoppers, but an important segmentation point for the recommendation funnel. Their answer helps determine which product categories and follow-up questions will be relevant.
By starting with an accessible lifestyle question, Camping World reduces the expertise required to begin. Shoppers don’t need to understand every RV class; they just need to know how they want to travel in their RV.
2. Translate real-life needs into inventory criteria
The quiz then asks a series of questions about how the RV will be used. Depending on the shopper’s path, these can include:
✓ How many people the RV needs to sleep
✓ What vehicle will be used for towing
✓ Whether the shopper prefers a new or used RV
✓ What matters most in the RV
✓ Where their travels are likely to take them
✓ Whether monthly payment or total price matters most
✓ What payment or price range works for their budget
The answer options are framed around recognizable needs, such as:
✓ Easy to tow or drive
✓ Budget-friendly
✓ Interior luxury
✓ More space
✓ Bringing kids & guests
✓ National parks
✓ Off-grid travel
✓ Seasonal stays
✓ Cross-country trips
✓ Destinations near the water
All of this is easier for shoppers to evaluate than a long list of product specifications. Behind the quiz funnel, the shopper’s lifestyle answers become useful shopping criteria. What begins as a conversation about family, travel, comfort, and budget becomes a clearer picture of the RV inventory most likely to fit.
3. Keep a considered purchase moving
An easy-to-follow progress indicator shows shoppers how far they have moved through the quiz funnel. Shoppers can also skip questions when they don’t have a firm preference. That’s especially important for buyers who are still researching and may not be ready to answer every question conclusively.
Instead of forcing certainty, the quiz funnel makes room for uncertainty. Shoppers can keep moving even if they aren’t sure about their ideal payment, price range, towing setup, or feature priorities. That keeps the experience useful without making it feel restrictive.
4. Turn the answers into available RV recommendations
After the questions are complete, Camping World transitions shoppers to a short “Finalizing your RV matches” screen which tells them what’s happening:
1) The answers are being analyzed
2) The shopper’s choices are being matched to their budget
3) Relevant inventory is being checked
That transition reinforces the value exchange. The shopper has provided information, and Camping World is using it to deliver a more personalized shopping experience. The final destination is not a generic thank-you page or a broad product category; it’s a “Shop Your Recommendations” page populated with RVs that reflect the shopper’s preferences.
In the mobile journey we captured for this case study, the ConvertFlow quiz funnel narrowed a huge initial inventory of 477 RVs to five personalized recommendations. Instead of returning the shopper to hundreds of possibilities, the funnel provides a focused and manageable place to continue. The result is not another generic category page; it’s a shorter, more actionable shopping list built from the shopper’s individual answers.
5. Connect every recommendation to a meaningful next step
Guided discovery only creates value if the shopper can act on the result. Each recommended RV includes important shopping information such as:
- Vehicle imagery
- Model and stock information
- Pricing or estimated payment
- Available savings
- Inventory status
The listings also provide several ways for interested shoppers to move forward:
- Check availability
- Unlock the lowest price
- Schedule a visit
- Open the RV listing
- Save or share the RV
The purpose of Camping World’s funnel is to create a natural progression from exploration to sales intent. Shoppers begin by answering a few low-pressure questions about how they want to travel, and in a few minutes, they get a focused, personalized selection of available RVs and clear opportunities to take the next step.
The results
Even without Camping World’s performance metrics, the value of the ConvertFlow quiz funnel is visible in how it transforms:
→ Uncertain browsing into guided discovery
→ Lifestyle preferences into inventory criteria
→ Hundreds of possible RVs into a focused shortlist
→ A general interest in RVing into specific vehicles to consider
→ Product discovery into clear sales actions
For shoppers, this means less time scrolling randomly through inventory and more time evaluating RVs aligned with their needs. For Camping World, this creates a structured path for turning shopper intent into more relevant inventory engagement.
It also allows the brand to serve two very different types of visitors on the same page:
1) Shoppers who know exactly what they want
2) Shoppers who know how they want to travel but need help finding the RV that will get them there
This distinction is what makes the funnel more than a product quiz; it serves as a digital shopping assistant for one of the most complex and considered purchases a consumer can make.
Key takeaways for ecommerce teams
Camping World’s quiz funnel offers multiple lessons for brands selling complex products or managing large inventories.
1. Don’t assume shoppers understand your catalog
Many times, customers know the outcome they want before they understand which product can deliver it. Begin with their situation, priorities, and goals.
2. Add guidance where browsing becomes difficult
A quiz funnel is most useful when it appears at a genuine decision point, especially when shoppers are facing too many categories, specifications, or products.
3. Make every question useful
Each question should either narrow the available options, improve the recommendation, or help personalize what happens next. If an answer doesn’t improve the shopping experience, reconsider whether it needs to be asked.
4. Let uncertain shoppers keep moving
Allowing shoppers to skip questions prevents the quiz from becoming another demanding form to fill out; it should reduce friction, not introduce more of it.
5. Recommend a next step, not just a product
The strongest quiz funnels connect recommendations with actions that match the customer’s level of intent. For Camping World, that can mean checking availability, unlocking pricing, saving an RV, or scheduling a visit.
6. Use quiz funnels as a discovery layer
Traditional filters remain valuable for shoppers who know what they want, but quiz funnels serve a different purpose. They help shoppers discover which filters, categories, and products are right for them in the first place.
Making a complex shopping journey feel simpler
Camping World didn’t need to reduce the breadth of its inventory; it needed to give shoppers a better way into it.
By embedding a ConvertFlow quiz funnel directly into the RV shopping experience, Camping World helps visitors translate their preferred travel style into a focused set of RV recommendations.
This results in a buying journey that feels less like searching through inventory and more like being guided toward the right decision. For shoppers considering a major purchase, that kind of guidance can make all the difference.
Help every shopper find the right path
When your catalog offers more choices than shoppers can comfortably evaluate, ConvertFlow quiz funnels can turn their needs, goals, and preferences into personalized product recommendations. Create guided shopping experiences that engage visitors, clarify buying decisions, and route customers toward the products and next steps that fit them best.
