We live in an extremely innovative, fast-moving, and personalized world of ecommerce. New products are being developed that never existed before, products we thought we knew are given their own unique spin, and every customer expects a unique product that fits them perfectly.
The modern day ecommerce site fulfills the role of the product educator, personal concierge, and salesperson. And the ecommerce quiz is one tool that assumes all three of these roles for the customer in less than 5 minutes of their time and without hiring extra associates on your end.
This is the value of an ecommerce quiz.
In the next few sections, we’ll cover what truly makes an effective ecommerce quiz and the steps you can take to add one to your Shopify store:
- Why Create an ecommerce Quiz?
- Creating an Effective Quiz
- Adding the Quiz to Your Strategy
- Finding a Quiz Partner
Why Create an Ecommerce Quiz?
Here are the top 3 benefits to having a quiz on your site.
#1: Create Concierge Customer Experiences. A quiz listens to what your customer wants and points them in the right direction.
#2: Build Your ICP and Learn About Your Customers for Future Marketing. What better way to learn who your customers are than to ask them?!
#3: Conversion Rate Optimization. Quizzes are an amazing tool for lifting your ecommerce conversion rates, with many customers seeing an average of nearly ~200% lift in conversion rates.
Bonus: Integrate all Collected Quiz Data with Your ESP, CRM, and Other Marketing Tools. Quizzes are a multi-functional tool. The data they naturally collect can be passed onto and utilized by the marketing apps you’re already using.
However, not all quizzes are created equal. Don’t just make a quiz. Make an effective quiz.
Creating an Effective Quiz
Creating an effective quiz all begins with defining your goals.
Ask yourself: What are your main goals for this quiz?
- Grow your email and SMS list
- Convert first-time visitors faster
- Educate shoppers
- Decrease returns by finding the best product or fit on the first try
- Introduce new products and product lines
Once you know the main purpose for your quiz, you can identify your quiz structure.
Ask yourself: Where do I want customers to experience this quiz?
- As a pop-up that keeps them on the same page while the quiz is taken
- Inline on its own page (most popular!)
- Also identify where you want the quiz to be introduced to the shopper
Next it’s time to choose your quiz questions! The questions you ask lead you to achieve your overall goal, so it’s important to choose wisely.
Here are our top tips for quiz questions:
- Find the balance between engaging and relevant
- On the technical side, your quiz is backed by an algorithm and every answer informs the final result. So every question must be relevant.
- On the other hand, don’t lean so far into practicality that you lose all personality and engagement. A quiz is another way your customers experience your brand. So keep your questions engaging and fun at the same time.
- Always include questions that build your ICP
- Identifying your ideal customer can often feel like a guessing game – but it doesn’t have to! Quizzes provide an amazing opportunity to ask your customers about themselves and use the collected data to inform your marketing going forward.
- Add some spice: keep it fun, give your quiz questions and answers personality
- No one wants to take a dull repetitive quiz. Your quiz should be so infused with your company’s personality, that a customer has fun throughout the entire experience.
Finally, your quiz design should embody your brand.
Don’t settle for redundant designs that don’t fit your style. Your quiz shouldn’t stand out from your website, it should flow naturally and seamlessly.
Another important question to ask yourself in this process is: Should we use pictures or text in the quiz answers? You have 3 options:
- Use pictures or illustrations as your answers
- Use words for your quiz answers
- Use a combination of words and pictures! Make some answers as words, and some as pictures
For more quiz design best practices and innovative design choices, check out Digioh’s favorite customer quizzes of 2023.
Quiz Strategy: Getting the Best Results
A good tool is only good when utilized correctly. In the same way, the great quiz we’ve just built will only be effective if we position and market it well. Don’t waste your stellar quiz by stuffing it in a dusty corner of your site – get that beauty front and center! Promote it on your homepage, product pages, your social media, email marketing, and everywhere else you can think of for the best results.
#1: Quiz Placement
Remember, the broad purpose of an ecommerce quiz is to recommend a product. So, ask yourself: where might a customer be on your site when they ask themselves “What should I buy?”
To choose your quiz placement, refer back to your goals. Here are a few examples:
- If your goal is to reduce returns, place your quiz where people are making a personalized choice about size or color
- If your goal is to educate and help someone choose a product they are still learning about, place it at the top of your product page
- If your goal is to convert visitors to buy faster, add your quiz to a banner, lightbox, or sidebar on your website
#2: Quiz Promotion
Don’t just stick to showing your quiz to site visitors! Quizzes are a fantastic CTA for your paid advertising and social media posts. Remember, the more you share your quiz, the more people will take it, and the more you can reach your conversion and list-building goals.
Many people find quizzes fun. And if you followed our tips in the last section, your quiz is a low-commitment, exciting way for prospective customers to interact with your brand. Even someone who’s never heard of your company can be drawn to your site with “What should you eat based on your body type? Take our quiz to find out!” or “Build the perfect outfit for your next vacation!” more than a CTA saying “Shop the newest styles!” from a brand they’ve never heard of. Off-site quiz promotion is a powerful way to increase your conversion rate.
#3: Quiz Optimization and Testing
Another essential element to getting the most from your quiz is optimization and testing. When you first publish a quiz, test everything. Run A/B tests to see what design, question, or structure gets more submissions and less dropoff. Always turn on your analytics and watch how they perform, ask yourself how you can improve.
Test the limits of your quiz: if it’s doing okay, how can you make it great? If it’s doing great, how can you make it amazing? Consider that things change over time as well, and maybe there’s a better way to do something a year after your quiz is live. As with everything in marketing, continual optimization is the key to success.
Be Proud of Your Quiz! Designing, building, and launching a quiz for your ecommerce site takes time, energy, and resources to do well. Once it’s live, be proud of it! Show it to everyone and reach your goals faster.
Finding a Quiz Partner
At this point you may be wondering, how can you get started? How do you find a good partner to build your quiz?
As you research, prioritize a quiz partner who:
- Allows for complete customization
- Integrates with your current marketing apps
- Includes other tools to help you promote the quiz on your site
Once you have the right partner, you’re well on your way to reaching your goals!
This is a guest post from the experts at Digioh: Digioh allows you to gather more consumer-consented, zero-party data than ANY platform in the market, and leverage this data across ALL marketing channels at both micro and macro scale. Increase your conversions by rolling out product recommendation quizzes, implement surveys pre-purchase or post-surveys to learn more about your customers, use custom banners, lightboxes, and sidebars to display announcements, newsletter sign ups, and sales. And integrate all collected data with your ESP, SMS tool, CRM, and other marketing apps. Inform your marketing decisions and go farther with Digioh.
- What to pledge
- How to improve
- Which tools will set you up for success
I think the most important thing brands can do in 2023 is to better manage their customer data—both ethically and effectively. There’s an opportunity for brands to know their customers better than ever before—a clear benefit for both the customer and the brand. When you manage your data correctly, you’ll create stronger and more personalized ads, creative, site experiences, and so much more.
This is a classic: Let the data guide you. Go where the buyers for your products are and communicate with them on a personal level (i.e. by persona and funnel position) and nurture those relationships (past, present, and future customers). It’s possible—all through data.
We recommend that Shopify brands analyze and update their websites using data-driven decisions. Using analytics tools such as heatmaps and scrollmaps can help brands better understand how customers are interacting with their store.
Store owners tend to make assumptions about the way customers interact with their website. Most never go back and analyze their design choices to find pain points or areas of opportunity. By using heatmaps and scrollmaps, they can see where real customers are clicking and concentrating their attention. Leveraging this data, brands can start to iterate on design and make their online store experience streamlined and intuitive.
Hotjar provides a simple way to implement heatmaps, scrollmaps, and recorded user sessions on your site, helping you acquire incredibly informative user data. Additionally, it gives you the ability to create on-site surveys, which allows you to obtain direct and often critical feedback from users about their experience.
Test various attribution models and analyze the impact on your business. At Fifty Six, we are always here to help our clients identify and optimize their approach—a critical step in any successful marketing strategy.
If I’ve said it once, I’ve said it a million times–Customer Lifetime Value. And even more importantly, Future Lifetime Value (FLTV). With the ever-growing importance of first-party data, it is crucial that brands take a good look at their CRM and FLTV metrics.
Stop allocating budgets to low-hanging fruit that doesn’t move the needle on conversion. Think about what’s really going to improve your CX and the return of undertaking different initiatives—not just on what’s top on your list of bugbears on the site!
One of the best ways to understand your customer behavior is by using HotJar. Their heat-mapping and screen recording tools shine a light on where customers are navigating to and from on your site, where they're rage clicking and experiencing frustration, and where conversion is dropping off within real life customer journeys and flows!
Understanding your customers’ pain points via data and analytics , will allow you to work with your CRO/CX Agency to solve customer frustrations and improve conversion.
Rewind backs up all product, customer, and order data for Shopify sites—essential since Shopify itself doesn’t provide this solution. It's saved so many of our clients time and money from administrative accidents.
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33% of customer service inquiries are pre-sale questions. What does this mean? If you’re not investing in customer service, you’re missing out on revenue-generating opportunities.
The benefits of elevating your customer experience:
- 10% to 25% increase in AOV for customers who engage with live chat pre-purchase
- 21x higher conversion rate for customers who reach out via Live Chat or SMS compared to other site visitors
- 87% of customers who have a great customer experience will make another purchase
- 72% of customers share positive experiences with 6 or more individuals
Gorgias is our favorite Helpdesk platform. They can reduce costs by 35%, primarily by decreasing the average ticket handle time. Their machine learning algorithms are trained on millions of ecommerce-related interactions across Gorgias’ customer base and provide accurate, automated replies for the most common ecommerce inquiries. This helps our agents resolve tickets faster, which provides the customer a seamless experience.
Trust your agency! Agencies do the same things across multiple brands and niches, so we see the trends and have the practice and experience!
Don't be afraid of data and insights. If customers aren't clicking on your emails, try a new CTA. If your ads are driving good metrics at a small spend, start scaling. If your customers are complaining about a product, look into QA! If the data tells you something isn't working, let it go and try something else!
I'm supposed to say Tydo, right? 😉
Double down on differentiation. There will be a lot of headwinds this year and standing out from the crowd will set you apart.
A picture is worth 1,000 words. A video? Probably millions. In ecommerce that value translates into engagement, acquisition, and retention—everything you need to impact your bottom line.
At soona, we've seen the we've seen the impact of creative and the continuous split testing of it yield results. Our resolution is to challenge ourselves and double down on innovation and creative optionality so that each brand we work with can distinguish themselves in a crowded sea of D2C ecomm. We'd love to see our brands share this resolution and keep pushing the creative limits.
Klaviyo. We're using it to power our email and newsletter at soona too!
Optimize your returns strategy! This can lead to valuable customer insights, enhanced user experiences, and increased revenue and customer loyalty.
Brands need to dive deeper into understanding their customers to set themselves up for success. Conduct research to gain insights into customer needs, preferences, and behaviors. By doing so, you can develop targeted strategies that will enhance customer experience and boost overall retention.
Right now I would say Gorgias. Having a good customer service tool is crucial to building strong customer relationships.
Start paying heavy attention to data, specifically around retention. We see a lot of effort put towards acquisition with the assumption that once someone buys, they are your customer forever. Instead, get to know your customer, understand their needs, and analyze their behaviors once they are on-site and judge their sentiment after they have visited. Work with a retention focused and data-driven agency to implement tools that contribute to repeat business and customer delight. It will pay dividends.
When surveyed, about 80% of ecommerce merchants think that they are delivering a great experience to their customers. However, when the same customers are surveyed, only 8% of those customers think that they are getting a great experience from the merchant. Now, more than ever, retaining loyal customers is an essential part of any online business and you should spend time with your customers to judge their experience with your website and products and offer improvements based on that feedback.
Tydo's report cards are an essential tool, along with Klaviyo for email and SMS, Recharge for subscriptions and memberships, Okendo for reviews and surveys, Rebuy for AI driven collections and upsells, Loop for self service returns... each tool is great on their own, but their strength as the ultimate tool comes from when they are used together!
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