Ecommerce Quiz: Boost Engagement & Sales For Shopify
Unless you can capture (and hold) the attention of your target customers, your Shopify store could get lost in the crowd.
Nobody wants that.
Many tools are available to help ecommerce store owners do that: from adding video and multimedia to your store to including a live chat facility, improving the user experience is relatively easy if you have the right tools.
Don’t leave ecommerce quizzes out of your kit bag. If customers trust you and your brand, they love answering questions – especially when the questions are about them and they might stand to gain something from providing an answer.
The opportunity to engage your audience, improve marketing campaigns, and boost sales from both new and existing customers mean that ecommerce quizzes should not be ignored.
This post shows you why and how you need to make the most of them…
What’s an ecommerce quiz?
You can try to convince customers how great your products are with text, images, video and so on – or you can help them decide for themselves.
Ecommerce quizzes take the second approach. Instead of customers having to read, watch or listen passively to you, a quiz actually engages them and requires their input to work.
Quizzes can be thought of as a gamification technique, using a series of questions to lead customers to where they want to go – and where you want them to go.
Just as more people are likely to provide feedback if you send them a link to a survey rather than if you send an email asking for feedback, quizzes provide a convenient and dynamic way for people to interact with your business.
The key to enhancing the user experience is personalizing interactions with your ecommerce brand. Quizzes are a fun, simple, active way to start more personalized conversations with customers based on their choices, their preferences, and their decisions.
Ecommerce quizzes come in several forms, depending on what you are trying to achieve. For instance, if you want to help visitors find the right gift for someone, you will need a different type of quiz than if you want to help someone find the right size t-shirt.
A few examples of quiz types include:
- Gift finders
- Size or type finders
- Product matching quizzes
- Product recommendation quizzes
How can an ecommerce quiz help?
Firstly. an ecommerce quiz is NOT going to help you much if your product catalog stinks.
Think of it as another tool in the large kit bag of tools available to draw customers in, engage them in a way they are familiar with and appreciate, and ultimately increase sales.
Like all tools, ecommerce quizzes only work if you can back up the marketing tools with the right products in your store. If you can walk the walk as well as talk the talk, if you like.
OK, now we’ve got that out of the way, let’s look at exactly how a quiz can help you achieve great things.
The purposes of your quiz may be to encourage engagement with your brand (and that’s great) but it can also help you achieve the following important goals:
- Match customers to the right products with recommendations based on their answers
- Gather personal information about a customer’s needs or interests, helping you build a more complete profile
- Gather information to refine your marketing messaging
- Discover information for use in retargeting ad campaigns
- Increase the number of opt-ins you get to grow your list
Ultimately, quizzes not only engage customers but provide valuable data that help you personalize the user experience more.
Spongellé, knows the value of a quiz in its Shopify store. In fact, it has a dedicated page for its fragrance quiz.
Here’s an example from Zenni Optical where a quiz is used to help match customers to the right type of frame:
Let’s go into a little more detail about how ecommerce quizzes might help you grow your store.
Buyer data helps you shape marketing campaigns
If you ask the right questions, there is no limit to the amount of valuable data you can capture from customers.
This data can be stored against customers’ names and a very accurate profile formed. In turn, you can personalize the experience every time each customer visits your store.
You might learn from a quiz, for instance, that a lot of people in your target audience prefer organic makeup products. This information can help a cosmetics store develop new products that cater to this demand.
It can help you to start educating your visitors on organic makeup with your content (blog posts, articles, newsletters., etc.) and use this content as the hub of your marketing activity for your organic products.
You can develop email series targeted specifically at this audience segment, nurturing your customer interest and providing further information on the topic.
All this is possible from a simple quiz.
Sharpen your retargeting campaigns
The information you gather from quizzes can be used to retarget customers – an increasingly important way of boosting sales for ecommerce stores.
Retargeting is a form of marketing that targets people who have visited your store but left without buying – either at checkout, after loading their cart up, or simply while showing interest in a product while browsing.
Even if you don’t have an email address or phone number for SMS, you can retarget using personalized ads on Facebook or Instagram.
Based on the answers to quiz questions about particular interests or product preferences, users can be retargeted using a Facebook Pixel that generates personalized paid ads according to the answers given.
Quizzes help you grow your subscriber list
Some Shopify stores use quizzes to grow subscriber lists. People who warm to the gamification element of quizzes are more likely to leave their contact details if you interact with them in this way and incentivize them.
You can grow your email, SMS or Facebook Messenger list so that you can send targeted messages to your audience.
Consider including an opt-in form at the end of the quiz, offering an incentive like a 10% discount off the first order if they leave an email address, phone number, or Facebook Messenger details (leave the choice up to them).
Based on their answers to the quiz questions, you can recommend the ideal product for them.
Segment your audiences more effectively
The key to marketing is targeting and personalization. The key to achieving that is segmentation of your audiences.
Ecommerce quizzes help you do that. Ask questions, collect the data, interpret that data, and then use it to create different audience segments based on stated preferences.
In some quizzes, where you ask questions in a type of virtual consultation format (e.g., for product recommendations) you can tailor the final results page of the quiz towards various customer segments based on their answers.
If you have an audience segment that buys predominantly black clothing, you can create one segment in your list for this preference and send extremely targeted information, offers, and discounts to them.
You can create “lookalike audiences” in Facebook Ads Manager to specifically target the segmented group. That means more relevant, personalized ads that are more likely to increase sales and revenue.
Nurture and educate your audience
If your target audience needs education or training about your products, a quiz a great way to engage them.
For instance, a cosmetics company that targets young customers who may not be experienced in choosing the right makeup can get prospects started with a quiz.
Perhaps, it could start by asking customers about their skin type, complexion, and any allergies they suffer from. Then it could check how much they know about selecting suitable cosmetics.
At the end of the quiz, you can present a tailored results page and recommend the ideal products from your range.
How do you set up an ecommerce quiz?
Personalizing the user experience with ecommerce quizzes used to be just for the big brands who could afford expensive coding projects.
Not anymore. An array of easy-to-use ecommerce quiz maker apps for Shopify have been developed in recent years, making it very simple for your store to get quizzes in front of your customers very quickly.
Most of the work is automated and all you need to do is get involved in the design and planning stages of the quiz and interpret the data that is fed back to you.
It greatly simplifies the information gathering process and you need absolutely no coding knowledge to do it.
The apps themselves are beyond the scope of this post but you can read more about the best ecommerce quiz apps for Shopify here. Many of them have free trials so you can check them out with zero risk.
Any (quiz) questions?
Running quizzes in your Shopify store can help you gather the sort of information you need to power your marketing campaigns.
It generates real data about customers based on their input, removing much of the guesswork about the information you need to run targeted and personalized campaigns.
Importantly, people are familiar with quizzes and don’t object to providing information if they know, like, and trust your brand. That can only be good for the future of your Shopify store.
They say “ask and you shall receive”. In the case of ecommerce quizzes, it’s very true.