7+ Tips for High Converting Product Quizzes
Product quizzes are a hot topic for ecommerce stores. They’re a way to help customers with discovery, especially if you have a large catalog or a product selection that can lead to indecision (ex. Skincare, makeup, furniture).
It’s been found that 80% of consumers are more likely to buy if their experience is personalized (Octane AI). Aside from on-site recommendation engines, product quizzes are a unique way to help visitors find items tailored to them.
But does your store really need a quiz? What goes into creating a quiz that will actually help visitors find something they like? And how do you measure the success (or failure) of your product quiz?
We’ll answer these questions, and also walkthrough a few quiz examples so you can decide for yourself if a product quiz is right for your store.
Why a Quiz?
Product quizzes aren’t just a gimmicky addition to an ecommerce store, but if they’re not done right or for the right reasons, they can be.
A well thought out quiz should help increase conversions and improve product discovery for customers. Visitors are being asked relevant questions that they can answer for themselves, helping provide them with products that match what they really are interested in.
Other benefits include increased average order value, especially if your quiz is able to recommend several relevant items. For stores with very large catalogs, a quiz can help visitors with decision fatigue and overwhelm from filtering through so many products.
Lastly, even if you don’t get the sale right then, you should at least be asking for a visitor’s email in order to follow up on the quiz results later.
What goes into creating a quiz
Before implementing a product quiz, you should think through what the goal of the quiz is for you. Are you hearing from customers that they’re having a hard time finding items? Do you want to increase AOV? These goals will help inform how your quiz should be set up.
Next, you’ll need to work through the actual questions to ask and how the answers will generate the relevant products. This is likely going to be the most time-consuming part of the pre-building phase. You’ll need to consider questions that are going to make sense to what customers are looking for and the right products to promote to them.
After the questions are finalized, you’ll want to consider if the length of the quiz is too long. Although it may provide more relevant results, asking 20 questions is likely going to lead to abandonment.
Now that the quiz content is decided, you’ll want to create post-quiz emails. How should you follow up with visitors if they enter their email but abandon the quiz? What about visitors who complete the quiz but don’t purchase? There are many opportunities for following up with those that interact with the quiz. This is a great way to help close the sale.
Lastly, consider how the quiz should look. The design should be engaging but not distracting or confusing. Visitors should understand where they’re at in the quiz process and how much longer until they get their recommended products.
Custom quiz vs. pre-built
Now that you have an idea of the content of your quiz, you’ll need to decide whether it’s best to custom build the quiz or utilize a pre-built version (such as an app).
One of the biggest considerations is going to be your budget. If you need to hire a team to build the quiz, you should be sure that this is a route your team wants to head down.
An A/B test of an MVP version of a quiz can help inform this decision. Doing an A/B test can help you see if quiz visitors are converting better, if revenue is increasing, or if the quiz is actually leading to lower conversions. If you find that the quiz is actually improving your important metrics, then you can consider that when factoring in a budget to custom-build a quiz.
If you’re on a tighter budget, there are plenty of apps out there that make it easy to quickly add a quiz to your store. But you’ll likely be limited as to the design of the quiz and other functionality. Also be wary of the page load impact of the app (something you should consider with any app you add to your store).
How to promote a quiz
Now that you’ve decided how you want to build the quiz, it’s time to figure out where to showcase the quiz.
Again, an A/B test would be best for making this decision, since you can place a quiz in multiple different places:
- A pop up
- Home page
- Sitewide navigation
- Product page
- Category page
It’s important that the quiz is obvious enough for visitors that will find it useful, but that it does not interfere or distract visitors that don’t want to use the quiz.
If you test out a pop up, consider showing it as an exit intent. You can also show it after a longer time on site (say 2 minutes) because this could indicate a visitor who is unsure what to buy, and a quiz might help them in that moment as opposed to right when they land on the site.
How to measure success
Now for the fun part: finding out if your quiz really improves the customer experience.
You should continue A/B testing your quiz in order to learn:
- Where’s the optimal place to show the quiz?
- Length of quiz
- How does the quiz affect quiz and non-quiz users?
- Does AOV increase?
When you’re looking at data about your quiz, you should be answering some of these questions:
- Are quiz visitors dropping off at a certain point?
- Are quiz visitors converting higher than non-quiz visitors?
- Are quiz email flow receivers converting better than average users?
- What types of products are being recommended most? Which are being purchased most?
- What can you learn from customers about their quiz answers?
The quiz data you’re getting can be used to inform other business decisions, it’s not relevant just for the quiz. Are you able to use this data to personalize the rest of the site for visitors? Can you use this information to improve your marketing?
A quiz can be a powerful tool for your store if it’s planned out and done right. We’d be happy to discuss how a quiz can benefit your visitors and whether or not it’s a worthwhile investment for your store.