The rise of Quiz-Funnel Marketing in eCommerce
Mark Purdy
CEO of The Code Registry | Helping business leaders protect and understand their digital assets
Firstly, what is quiz-funnel marketing?
Well it isn't really much more complicated than the name suggests, it's a way of marketing that drives your audience into a quiz, that then allows you to ask questions and ultimately learn more about your customers and increase the amount of data you have on them and help them with personalised feedback and offers.
OK, where is it implemented?
There are multiple ways to implement this marketing technique, but don't think of it as something 'new' it is most successful being implemented alongside your normal marketing campaigns.
The change is in how you communicate to your audience, so instead of posting on social media with a nice graphic and a 'click here' button, you might post a question to your audience with a 'take our 5 min quiz' and add an incentive 'for the chance to win...' or 'to find out what product is right for you...'
When thinking about onsite messaging you should really treat Quiz-Funnel markeing as an alternative to the traditional email data capture 'pop-up' - "sign-up here for latest news" No users care about your latest news - sorry. BUT, offer them the chance to answer some questions and the result being given some real value - whether it is insight or an offer and you will find your audience much more inclined to engage.
I still don't get it, show me some examples
That's fine let's dive into some active examples of this in action.
Glossier are a skincare, makeup, body care, and fragrance eCommerce business, selling all over the world. What Glossier have done is completely embedded quiz-funnel marketing within their eCommerce store by having a permanent, site-wide link in the main navigation.
This then takes the user to their Skincare Quiz. Which in essence is 3 simple questions, leading the user to a personalised Skincare Routine, recommended to them.
Simple Questions
Personalised results
The result for the user is that they have engaged with the brand and feel like they have been given some valuable information. The result for Glossier is that they are capturing hundreds or even thousands of answers which will be informing them what their audiences needs are - ultimately informing their product development and marketing campaigns long term.
2. Warby Parker (https://www.warbyparker.com/)
Warby parker are an eyewear brand who's mission is to inspire and impact the world with vision, purpose, and style. Their aim is to provide higher-quality, better-looking prescription eyewear at a fraction of the going price.
How Warby Parker utilise Quiz-Funnel marketing is not dis-similar to that of Glossier, they use a key promotional spot on their website and ask a simple question?
Need help Choosing?
They, as with Glossier, keep the questions simple, only asking 8 questions that don't require too much thought
The main difference with Warby Parker compared to Glossier is their final element of the quiz is data capture, so they will not only learn about what products their audience likes (helping them with product development) but they also capture their users data (which will be fully segmented based on their questions) for future marketing campaigns.
3. The Beardbrand (https://www.beardbrand.com/)
Final example, The Beadbrand unsurprisingly is a Beard specialist eCommerce store, focussing on beard care from Oils, Wax, Brushes and Gift packs.
They have found Quiz-Funnel marketing to be so successful that they actually have 3 separate quiz's on their website:
'The beardsman quiz' - Find out what type of beardsman you are
领英推荐
'The fragrance quiz' - Say goodbye to scent confusion
'The beard style quiz' - Find the best beard style for you
What all of these quiz's have in common is that they are simple, fast to complete and again like Warby Parker, the quiz finishes with a data capture before sharing your results.
For me i'm recommended the 'four vices' fragrance which I am now presented with a subscription offer. - Just for me ;-)
OK i'm sold, how to these brands build these quizzes and integrate into their websites?
There are a number of ways to launch and implement something like this from a very simple approach like integrating Survey Monkey or Typeform - however with both of these you may be limited to how much flexibility you have in setting up a nice landing page, the types of questions you can ask, and what your results page & 'value back' to the customer is.
For something more robust and intuitive there is ScoreApp (https://www.scoreapp.com/) which covers all the basis you may need to set-up your Quiz-Funnel marketing campaign, be-it eCommerce or Service propositions:
A great example of a business using this software is Soundgas (https://soundgas.com/) who are a vintage music equipment eCommerce store. They are using Quiz-Funnel marketing, powered by ScoreApp, to learn more about their customers and to also give their Audience an output of their musical level!
Homepage promo banner
Landing page
Questions
Result with CTA back to eCommerce store
Conclusion
While many businesses, especially in eCommerce, are still focussing on Product first + email sign-up to attract and capture their audiences data, more and more brands are finding that you need to work that little bit harder to engage your audience and cut through the noise of your competitors.
Think of it like walking into two physical shops - in one shop there is a staff member whos able to answer your questions, in the other shop your on your own to figure out the product yourself.
Which shop do you think is going to convert the most customers?
The same principle applies to eCommerce, there are now hundreds of websites selling the same products as you, so how do you make sure your website visitors leave with a lasting piece of information OR leave you with a lasting bit of data, even if it is simply what their favourite smell is?
If you have other questions about different softwares, or how to integrate within an eCommerce platform then feel free to get in touch.
-------
Happy online selling
Mark