💬 Personally, as a growth marketer, I believe more eCommerce brands should be doing custom product recommendation quiz flows for various reasons:
Plus, I like them because it's in many ways a 'value-add' content experience/funnel which can actually help the customer (i.e. when you share helpful results and the 'why' behind the results).
💬 Hope you enjoy this list of strategies/tactical ideas I put together and can provide some good brainstorming thoughts for campaigns and tests that you can try.
I wrote a checklist that goes deeper into different optimisations and tactics to driving more subs.
Ultimately, biggest takeaway here is that you really need to be a solid funnel and make it part of your core nurture/education flow for new visitors.
Perfect to provide a personalised experience and quickly educate customers to learn about your product.
One of the main cohorts you should be focusing on for quiz promotion and opt-ins are visitors and subscribers who have never bought before.
For me personally, this is a top retargeting strategy to provide value for those visitors who may be researching (i.e. turn them from cold/researching, to greater intent).
So, that means having retargeting ads based on recent site behaviour/history, to then subscribers on your newsletter list who are yet to buy anything. Platfoms and integrations like Shopify and Klaviyo can make this setup easy to do.
There are many combinations in terms of specific audience segments that you can test, like specific pages, button clicks, time on site, and more.
In order to make a quiz really effective for optimising for conversions, ensure that recommendations are personalised based on answers - and making it obvious when the results are shown that it's "customised" to them.
Highlight this whilst on the various screens that participants go through.
Check out some of these design tips in the design elements checklist for quizzes.
This is arguably one the important focus as part of a quiz funnel to get right, especially to see an ROI on it so you can scale TOF quicker.
In conjunction with personalisation, you want to focus your end screens and custom carts to show display product recommendations and results that make sense based on the user's answers.
Whilst in the past this has been a bit more complex to setup, the platforms/tools on offer now make this sort of advanced customisation.
Now this is the second most important checklist point to get right.
Naturally, not everyone's going to convert right off the based on the results screen with their recommended products - so, you're going to need to send personalised nurturing based on the data you know (i.e. questions they've answered and the SKUs they've been shown).
Setup a simple conditional flow for those who have purchased vs those who haven't, and provide 3 x emails with product offers and content related to the products. You can also send based on the various segments, special offers via SMS marketing.
When it comes to these types of funnels, you want to find ways to sweeten the offer and get people across the line.
It's worth adding in scarcity tactics like offers such as time-based offers, or the likes of free shipping for a limited-period of time.
Naturally, it's best to trial A/B tests on offers which is possible with some great tools on market.
In conjunction with FOMO tactics, it's worth testing different offers across upsells and/or bundles (or even both combined) in relation to the recommend SKUs.
Again, everyone loves a great offer/deal when they see one. Plus, it's a great stage to hit them with a special deal like this as they're 'educated' about your products' benefits.
I've mentioned this earlier around setting up email/SMS automation flows, and the same goes here with retargeting promotion across social ads.
Based on the SKUs they were served in their results, run dynamic ads directly to the product pages - plus, consider content related to these SKUs as well.
Based on time/segmented audiences and your retargeting sequence, make sure to highlight the offer as well.
TOF quiz funnels through ads are a great way to bring in quality audiences (and can even potentially result in lower CPAs/CAC).
I recommend if you're doing a quiz funnel for the first time is to use your existing audience (whether customers or through website remarketing) to get some initial traction and feedback before pushing for TOF new leads/audiences.
When you are ready and confident you have a great quiz funnel experience in place, then it's time to test TOF ads through FB/IG (and TikTok too).
When you get really confident that funnels/experiences like quizzes can work, then it's worth exploring setting up other quizzes for campaigns - like seasonal periods, etc.
I wrote a checklist of different ideas worth considering for tests.
One of the key reasons why I love quizzes is that they're awesome as data collection tools.
The amount of data you can collect and then use for building personas for advertising purposes, to even getting audience feedback on the types of products they're looking for in market, and many other purposes, is awesome.
The final takeaway checkpoint for yourself to look into for testing is exploring quiz-based software that may have AI capabilities built-in - the good news is that there are a few options.
