Convert Visitors to Buyers With A Product Recommendation Quiz

If you are  an eCommerce business and selling your products or services online, you must be in constant search of innovative approaches to reach your potential customers and drive sales. In today’s competitive digital environment it can be tough to capture the attention of your target audience. If they land on your website, it is up to you how to organize their journey to provide the best customer experience. 

Interactive marketing is trending in eCommerce today. In contrast to traditional content, interactive content leads to a more personalized experience and higher engagement rates.

Power of Personalization

Data helps numerous companies personalize their marketing tactics and take a step closer to fulfilling the needs of their potential buyers, which will eventually lead to more conversions. Personalization should go beyond just addressing a customer by their first name. Advanced eCommerce personalization is when brands use data to share relevant, actionable and interesting content or products to enhance their customers’ shopping experience. 

There are numerous benefits to using personalization. Some of them are more conversions, customer loyalty, strong community and increased retention rates. Personalization makes shopping with your brand more enjoyable, efficient, and also rewarding, as you’re adding value to your customers based on their needs and preferences. In fact, 59% of customers say that personalization influences their shopping decision.

Knowing the statistics, it is obvious that brands want to gamify consumer experiences and try to find more interesting ways to interact with their customers. Installing a product quiz is a great way to get to know your customers and help them find what they need.

Quiz to Personalize Customer Experience

An eCommerce quiz is an interactive tool designed to ask customers a series of questions to learn more about their specific needs and wants. Through well-designed eCommerce quizzes you can not only guide your customers to the right content and products, but also provide a valuable experience beyond their first purchase with your brand by building meaningful relationships. By educating your customers on what they actually need, they can find the relevant products quicker and reduce cart abandonment.

A quiz is similar to what customers experience when they talk to store associates in brick-and-mortar retail stores. There is something unique in how the right asked questions can make all the difference for your store visitors in both online and offline environments. Apart from reaching their initial goal to find a specific product or content, they find such an interaction more humanized and trustworthy. 83% of consumers say they’d share their data to create more custom shopping experiences.

There are a variety of quiz types that can be used in eCommerce:

1. Product recommendation quizzes

They help customers improve the decision making process, because, believe it or not, decision fatigue is all too real. This is why there is a decent number of people who abandon their shopping carts and bounce from the website still undecided if they made the right choice. 

2. Routine finder quizzes

They are also called collection recommendation quizzes, since you offer complimentary items to a current selection to make it a set, bundle or collection. This type increases an average order value (AOV) and lets your customer build more value out of the purchase.

3. Fit finder quizzes

These are ultimately virtual consultations to provide your customers with additional resources to find the right size, color, skin tone or any other fit product in the digital world. If the quiz questions are well-thought, your customer will leave the website full of joy and with a new exciting purchase.

4. Educational quizzes

The goal of such quizzes is to increase your credibility and authority as a brand while providing different use cases for your products. 

Benefits 

1. Zero-Party Data Collection. 

Zero-party data is that which a customer intentionally and proactively shares with a brand. Quizzes encourage website visitors to provide more information about their preferences, purchase intentions, habits and personal context.  It arms eCommerce marketers with much richer insights about their customers, which lets them build better targeted campaigns and craft more relevant messages.

2. Higher Engagement

Quizzes being part of gamification strategy are very engaging. Instead of a customer looking at an endless amount of static content, quizzes give them the opportunity to engage with interactive content. You can ask for an email to share at the end of the quiz by adding a call-to-action button, because 96% of people who take a sponsored quiz finish them. This will increase overall engagement with your brand and a number of signups. 

3. More Personalization

Since the data collected from the quizzes come straight from your customers, you can recommend the right products and retarget the items relevant to their interests. Remember that it not only matters what you know but how you use the data collected. Tailor further and personalize customers’ onsite experience and align it with their interests, needs, and preferences. By asking the right questions, you can build more thoughtful, in-depth buyer profiles for your customers.

4. Higher Conversion Rates

Sometimes, visitors can be overwhelmed by choice in an online store. Decision fatigue is all too real. Featuring a quiz on your eCommerce website serves as a retail store assistant to help shoppers better identify which products from your brand are best for them. This leads to high consumer confidence, hence more conversions and instant purchases.

5. It’s Simply a Win-Win!

Being an essential feature of a customer-first marketing strategy, quizzes offer incredible value to both shoppers and brands.They give you valuable insights while keeping your customers engaged and focused on what they need. Humanized customer eCommerce experience enhanced by quizzes lets you build relationships that last.

Best Practices

1. Keep it short.

Too long and complex quizzes scare away customers and drain their energy. Nobody wants to waste precious time on answering a pile of questions on some website. Generally, 5 to 6 questions are optimal for visitors to make it to the end and not to lose interest somewhere in the middle. Make every question count! 

2. Use relevant high-quality images or videos.

You can make your quizzes more interactive by adding a few images or gifs to engage customers. Plain text may become boring in a few questions. Good and relevant images ease out the effort of filling up the quiz.

3. Add value and communicate it.

Nobody is willing to put an effort for no value at the end. Let shoppers know what they would get after completing the quiz. It can be a discount, a better product match (especially in skin cosmetics), essential information about what they are looking for. Help them figure out the incentive by outlining it on the very first page of the quiz.

4. Collect email addresses.

There is no better chance to collect personal information to streamline further communication with your customers than ask for it at the end of the quiz. Emails are necessary for business communication and customer segmentation. This also helps you increase CLV (customer life cycle) by being proactively in touch with the newly acquired audience. 

5. Consider the order of questions.

The flow of questions in your quiz should be designed in such a way that it makes sense for the customer. The order should be logically structured nudging visitors into the right direction. Keep it natural and ensure that the customer experience is consistent and aligns with the journey to conversions.

6. Keep it conversational.

Framing your questions in a certain way can either engage or lose the customer. To keep the bounce rate low, structure your quiz as if you’re talking to the consumer tête-à-tête. Questions should not feel robotic. Keep it casual and conversational.

7. Add interactive facts.

Apart from images and videos, what makes quizzes more interactive is interesting facts, data and fun messaging. You can use interactive elements in the questions of your quiz or in between specific questions. This makes the visitors more engaged and helps in quiz progression and completion.

An Example Quiz 

When Chaz Dean wanted to launch a new Shopify store, Trellis knew that Chaz Dean needed a consultative and curated experience for potential customers to pick the right hair and skin products that meet their unique needs. We added a shoppable quiz from Octane AI that allows you to create effective product recommendation quizzes without any coding knowledge, among other functions. As a result, Chaz Dean managed to increase AOV by 21%. With an 85% completion rate, Chaz Dean’s quiz asks customers a series of questions leading them through the pathway to the skin care product that is a fit for them. Apart from providing a better shopping experience, collecting zero-party data and email/SMS opt-ins, increasing conversion rates and AOV, they use the quiz as a lander for their ads to increase ROAS.

Conclusion

Ecommerce is incredibly competitive, so every site visit counts. To reduce your bounce rate and boost conversions, your efforts shouldn’t end at driving traffic to your site. You must take the above steps to ensure your visitors’ experiences are interactive, and leads convert.

It’s time to add quizzes to your customer-first marketing campaigns and improve your strategy by collecting zero-party data to ensure an overall personalized and more humanized experience for your customers. Remember that personalization with quizzes leads to repeated sales and happy shoppers.

If you’re looking for more interactive and engaging elements to include into your marketing strategy, contact us for a consultation and learn what you can do to take your brand to the next level.

About Trellis

Trellis is a full-size digital agency that can help you drive traffic, engagement, and conversion. We offer a comprehensive suite of services that include web development, web design, strategy consulting, and customer acquisition marketing. Contact us to start your digital transformation today!