💬 One area of eCommerce growth marketing that I've been speaking with numerous brands about is having a 'product recommendation' quiz on their store, where they can drive email acquisition and also provide an experience for 'first-time' audiences to help accelerate the understanding of products a store sells, and help them choose the right solution for their needs.
You often see quizzes in the beauty and skincare space in particular, because there are usually many products to solve pain points that a potential customer faces.
Whilst setting up a quiz flow is an awesome initiative for your online store, just like you do with product pages and overall CRO, you have to optimise the flow to maximise performance.
💬 I share some insights and tactical things I've implemented (and what I've seen from top brands) when it comes to tests/experiments to improve the performance of eCommerce quiz funnels.
A good optimised mobile experience is paramount as most of the social/referral and source traffic will come from mobile. Even more so if you're going to be running paid ads to drive participation (which you certainly should be doing as it's a great eComm funnel to drive in new subs/leads to nurture).
Then in relation to mobile, and what is a crucial factor to have in my opinion when it comes to quiz design, is to have a progress bar as a visual cue to guide/keep users engaged to complete the flow.
Somewhat of a no-brainer here but my key suggestion here is that you want to make sure you put in the time to make your quiz looking slick - across the UI and experience of how users engage with it (end-to-end - including consistent design with post-results, which I mention a bit more below).
Incorporating image-based questions are great, as it helps break up other text-based question types, and adds an 'interactive' element into your flows.
Plus, it's a great opportunity to highlight some of the products and key features of SKUs - perfect to educate/nurture users.
Certainly recommended to utilise a mix of question types - from checkboxes, multiple choice, sliders, rating scales, true/false, matching, grid questions, and others.
Helps keep up engagement and breaks up the flow to ensure people are 'truly' engaged (and not just rushing questions to get to the end result).
In relation to the above point with question types, it's worth thinking about your question design, and the sort of data information you want to collect - certainly for more personalised results that you want to serve to those who complete the quiz to optimise for conversions.
You do need to keep in mind the balance between 'speed' for those going through the question flow, in conjunction with 'effort' and the challenge of questions.
Speaking of gradual question progression, this also ties in heavily based on the conditional/personalised pathways that users answer along the way. It's not compulsory to setup these types of quizzes, but it certainly helps guide users to seeing more relevant information which could spur motivation to them making a sale based on the content they see and answer.
It also helps reduce potential, non-relevant friction points (which in turn helps with completion and hopefully improve conversions).
Don't focus on communicating 'complex' topics - and if you do, you need to keep the informational as straight forward as possible without jargon.
And even better, add some personality to it whenever explaining/communicating key points/topics that you want to ensure is shared.
One great initiative I like is adding in 'informational' boxes to provide extra context when something needs to be explained.
Related to the UI design and copy points I've made in the other points above - use contrasting colours for pointing out key CTAs (such as 'next question').
It also helps to add other elements like persuasive copy to help motivate/guides participants along the quiz funnel.
Social proof elements can help with improving completion rates (and optimising for conversions once completed).
Need to be considerate that social proof cues don't distract from the main questions, but it's certainly recommended to incorporate where possible.
Plus, like I said in the opt-ins checklist, really sell the value that users have gotten from the quiz on the landing page (for e.g. "over 10,000+ people have completed the quiz and got their personalised results...").
Once users complete the quiz, a great way to encourage social sharing/referrals (which can really help with awareness/eyeballs) is adding in social share buttons.
This is where those who have completed the flow can share results/content on their social channels.
You could even potentially consider adding an incentive for those who share their results.
An awesome strategy that I've seen many beauty/fashion brands do (as they're two of the best verticals that do amazing quizzes) are custom carts which serve as personalised results for users - with personalised product recommendations.
The key tactic here is that it's automatic and populated content and SKUs which are pulled up and serve as soon as someone completes.
Add in a limited-time/FOMO-type offer in as well, and this will certainly go a long way to help drive conversions.
In conjunction with the above, whether it's a custom cart solution or a product recommendation screen post-quiz, setup segments based on answers, and have email/SMS flows setup for those who don't convert. Just like you would with any other campaign/flow through your store.
I've always found that those who complete quizzes are the best potential audience segments to 'win back' and nurture, as you can tie specific content from their answers in the flows.
I've spoken about the power of upsell experiences for both pre-purchase and post-purchase, and you can do the same when it comes to quizzes.
As part of the dynamic completion flows, and also the results screens with product recommendations, consider special 'upsell' product bundles or single SKUs with FOMO/scarcity offer - like "get now in next few mins".
It's the sort of offer experience that you see with classic sales funnels.
Of course, when it comes to really making quiz funnels work, is that you never really stop testing various elements - from design, copy, custom cart/product recommendation layouts/UX, post-quiz flows to drive conversions, and also types of offers that can help with conversions.
Make sure to write your tests/experiments down to measure comparisons of changes to see if there are uplifts in results.
