Despite having more varieties to choose from, and despite the fact that more varieties brought more people to the stand, it did not translate into more sales.
In fact, it ended up offering the customer fewer options to increase ecommerce conversions in the beginning .
It may add more SKUs and generate long-term revenue, but in the short term , it can overwhelm users and slow sales.
That's why many e-commerce companies are starting to use quizzes as an interactive way to make tailored recommendations.
According to Opinion Stage, quizzes can increase lead generation and conversion rates by as much as 500% . It’s clear that they work. Let’s look at a few examples to understand how quizzes help in generating leads in ecommerce.
Birchbox, a beauty and skincare subscription service, uses a quiz to understand each user's needs and fantuan database preferences, then recommends the best products based on their answers.
By starting the process with a quiz that asks for users’ email information at the end, the brand is able to collect valuable leads. Even if people who took the quiz didn’t buy, they are still relevant leads to nurture.
Birchbox quiz
Image via Birchbox
The questions are designed to qualify or disqualify various product attributes, making it easy to provide specific recommendations at the end.
Like any other personalized example here, they also convert better than generic recommendations.
Warby Parker also uses a quiz in conjunction with five free trials to ensure consumers will like at least one of their options.
Warby Parker Quiz
Image via Warby Parker
The questions start extremely broadly, asking about gender , style , and facial width, before asking more specific, finely tuned questions at the end.
One answer to face width narrows down the frame style before later expanding on colors, materials, and even asking about your last eye exam.
Warby Parker
Image via Warby Parker
At the end of the eight questions, you will receive personalized product recommendations that exactly match your criteria. You can choose five of the recommended products to try for free.