Focus on Results – Design for Maximum Conversion Rates for Breed quiz

Tests and quizzes on websites are very popular tools for gathering user preferences and turning interested visitors into customers or subscribers.

This feature has long been used by IAMS, PDSA , Rover.com . Such functionality can significantly boost lead generation on a website and increase conversion rates.

Rover's entire quiz is designed in a lighthearted, humorous style, but the questions don't help make a serious decision. The results page only shows one breed and a video about it.

PDSA asks more serious questions that can genuinely help when choosing a pet, but the results lack specificity – the test only suggests a type of animal (fish, cat, dog) and nothing more.

IAMS also takes the formation of questions seriously, and their results page is the most informative.

This article proposes a functional model for a quiz results page that not only increases user engagement but also helps convert users into subscribers.

Design

You can watch the video animation of the design here

Now, let's analyze the functionality and design logic from a UX perspective:

1. "Re-take" Button:

Function: Allows the user to retake the test.

UX Principle: Application of the Law of Mur — the button is positioned at the top of the screen, making it easily accessible to the user. This reduces cognitive load and allows for a quick restart of the process.

2. Central Image and Breed Name:?

Function: A visual focus on the main result (the breed that best matches the user's preferences).

UX Principle: Fitts' Law — the central image with the breed name and brief information captures the user's attention. Its central placement and the presence of an image allow the user to quickly identify the result.

3. Percentage Indicators (Behavior labels (like Friendly or Family choice) and Match Percentage):

Function: Shows how well a breed matches various criteria.

UX Principle: Miller's Law — the information is presented as clear visual indicators, which simplifies perception and allows the user to quickly assess the result.

4. Breed Comparison:

Function: Displays other breeds that also match the user, with a match percentage.

UX Principle: Hick's Law — the user is given a limited number of options (three breeds), which reduces decision time. This principle helps avoid user overload and makes choosing easier.

5. Breed Description:

Function: Provides essential information about each breed, including key characteristics and recommendations.

UX Principle: Pareto Principle (80/20 rule) — provides the most important information that covers 80% of the user's needs, allowing them to make an informed choice.

6. Adopt and Compare Buttons:

Function: Gives the user the option to either immediately proceed with the adoption process or compare multiple breeds.

UX Principle: Application of the Law of Proximity — the buttons are placed near the breed description, intuitively linking the user's actions with the current context.

7. Bottom Panel with "Re-take" Button:

Function: Gives the user the option to retake the test if they are not satisfied with the suggested results.

UX Principle: Common Region — the button is separated from the main content and is located at the bottom of the screen, making it easily accessible for a repeat action.

User Profile

The quiz is aimed at two types of users: newcomers who do not yet have a pet but intend to buy or adopt one, and current pet owners who already have pets but want to get another one.

These two groups share a common intent—they want to choose a breed and evaluate it based on their experience (having a pet and experience with it) or compare their life experiences with information from friends or the internet (for those who do not yet have a pet).

The main goal of the page is to help users make the right choice.

User Thought Process

The user has put in the effort—completed the quiz—and now wants to be rewarded for their efforts (peak-end effect).

Possible scenarios include:

1. The user is dissatisfied with the result and wants to retake the quiz. For this purpose, there are two buttons provided, at the top and bottom of the page. The user might want to retake the quiz immediately if they do not like the initial result that catches their eye, or after reviewing the entire page, they realize that there wasn’t a match.
2. The second scenario is that the user is satisfied and wants to learn more about the breed's characteristics, see to what extent the breed's traits match their own personality, read what other owners with the same breed have to say (social proof), and compare several breeds with each other.

-How to Track Design Effectiveness

1. Create events in Google Tag Manager.

List of events:

• Clicks on the "Re-take" button to understand how many users are starting the quiz over again.
• Clicks on breeds and transitions to breed pages—this way, we can further track the user journey and see if the session ends in a conversion. We will also evaluate the user's interest in moving to other pages after completing the quiz.
• Clicks on the "Compare," "Adopt," and "Real Owner Experience" buttons to assess user interest in these features. Based on click results, these features can be removed or replaced.

2. Tracking in GA4

• Scroll depth—interest in all quiz results.
• Engaged time—If the website is visible in the browser window, it gathers Engagement Time. If it is just opened in a tab and never looked at, no Engagement Time is recorded.
• Session duration for this page
• ?Bounce rate—the rate of users who do not interact with the content and immediately leave the page.
• ?Comparison of active and total users—who interacted and who just viewed.
• ?Checking bounces by device and browser—there might be issues with adaptability and cross-browser compatibility on mobile devices, and it's important to have this information.

In conclusion, quizzes and tests on the website can become powerful tools for increasing user engagement and improving conversions. Using thoughtful UX design and based on proven principles, you can create functional quiz results pages that not only satisfy users' interests but also help them make informed decisions. This is especially important for those looking for the right pet, as choosing the right breed is key to many years of happy companionship. Regular analysis of design effectiveness using metrics and web analytics tools will allow for timely improvements and maintain a high level of user experience.