Even if they’re confident in your brand—they’re not sure which specific products are exactly what they’re looking for.
What if this style doesn’t suit me?
Am I a medium or a large?
Do I need the clarifying mask or the moisturizing serum?
Questions like these bounce around your buyers’ minds as they hover over the Add to Cart button. With just a little more confidence in the purchase—they’re happy to buy.
But your product pages can only do so much.
That’s where quizzes come into the buying journey. By adding quizzes to your website (or, as you’ll see below…turning your entire website into a quiz), you can create a personalized shopping experience that settles objections and hesitations from buyers. Your customers can have a similar experience to an in-person shopping experience—at scale.
Here’s how 5 eCommerce brands use quizzes to convert more customers by reassuring them about their purchases.
Quizzes and the Buying Journey
Quizzes turn cold leads into hot leads, create a personalized shopping experience, and give you valuable buyer feedback.
Cold leads turn into hot leads when they get reassurance that this is the right purchase—and you’re the right brand. Quizzes shift the website browsing experience into a personal experience that mimics in-person shopping. Instead of having a sales associate tell them why a product is a great fit, quizzes provide a similar experience at scale.
They’re also data machines. The backend of your quiz shows you the most common answers. This turns into qualitative data that tells you which products are most popular with your customers and, most importantly, why. Do they love that specific bathing suit because it’s great for swimming laps in the pool? Do entrepreneurs opt for a similar cologne scent?
Ecommerce brands lean on quizzes during the buying journey—and to help them continue to increase conversions in an everchanging ad environment. See how these top eCommerce strategically added quizzes to their marketing strategy.
#1: DIFF Eyewear
How do you get buyers to browse through 100+ glasses to find the exact style they’re looking for?
When DIFF Eyewear approached SplitBase with their goal of increasing website conversions, we quickly realized the problem was the amount of friction in the online shopping experience. DIFF Eyewear’s plethora of SKUs made the shopping experience incredible—buyers could always find the style they were looking for. But having to browse through all of their glasses to find the best style (even using product filters) was proving to be a friction point in the customer journey.
SplitBase helped DIFF Eyewear launch a “Find Your Perfect Frame Quiz” using Jebbit. The quiz leads website visitors to a personal selection of glasses. Visitors can enter their email address for a discount or continue their personalized shopping experience without opting in.
The quiz led to a 55% increase in conversions from website visitors who took the quiz compared to visitors who just browsed the website. We also found that most website visitors that took the quiz opted to enter their email address—helping to grow DIFF Eyewear’s lead list while collecting personalized marketing data that helped promote specific products through email.
#2: Hawthorne
What if your entire website experience was a quiz?
The main selling point for Hawthorne’s body care products is that they’re entirely personalized for the buyer. Customers get a body care bundle that’s suited for their lifestyle, favorite scents, and preferences. Website visitors don’t need to browse through all of Hawthorne’s SKUs. They just need to know which products are relevant for them.
Hawthorne’s website is a quiz asking visitors about their skin type, hair type, smells they like, their job, and more. The results are a personalized bundle of products based on their quiz answers. By taking out the browsing experience entirely—Hawthorne personalized the shopping experience from start to finish.
A personalized online shopping experience duplicates that of in-store shopping. Instead of having an expert show you the best products for your needs, Hawthorne’s quiz tells customers which products they’ll be happiest with. It creates reassurance that buyers won't waste their money—and results in less returns.
#3: Andie
What do you do if your buyers’ main hesitation is that your products won’t fit them?
Andie’s swimwear for women knows their buyers have had plenty of negative experiences with bathing suit shopping. From products not fitting to realizing it’s not the right style—the number of hesitations to work through can feel overwhelming. Andie’s felt the pressure of wanting to give their customers a buying experience that left them feeling confident they’d made the right choice.
Andie’s Fit Finder is a 12-question quiz that shows buyers the best bathing suits based on the activities they need them for (from lounging to surfing), their bra size, torso length, style preference, and more. The end of the quiz shows website visitors which bathing suits are best suited for them and what size to get in each based on their quiz answers.
Customers like trying clothing on in person and knowing they’re getting the right size and style. But, online shopping doesn’t have that experience. With quizzes like Andie’s Fit Finder, eCommerce brands counter objections by narrowing down their products and showing customers which size to order. Buyers gain confidence that their purchase can withstand the activities they plan on using their swimwear for and will fit them, making them more comfortable with the purchase.
#4: INH Hair
How do you address buying objections for hyper-specific products?
INH Hair scaled quickly—but their website didn’t follow suit. They knew they needed a more processed and systemized way to make website changes and determine how to increase their conversions. Their ultimate goal was to make sure as they spent money on ads, they delivered the best landing page experience to maximize their chances of making money back on advertising dollars. Through our Conversion Blueprint Process, we dove into qualitative customer research that answered questions like what’s working and not working, which channels are performing best, how people from each channel behave, and where customers are hitting roadblocks.
We quickly discovered that people were hesitant about which color extensions best matched their hair color. Cue the Color Matching Quiz, built using OctaneAI. By adding a quiz to the buying experience, website visitors were more confident with their purchase decision. Instead of buying and hoping the color extensions they chose would match their hair—they confidently purchased (and again, this also decreased returns!)
#5: Amika
What if your quiz changed what your buyers were shopping for?
Amika’s buyers are shopping for hair care products. A quiz can personalize the shopping experience by showing customers which products align with their ideal hairstyles. Or, it can create a haircare routine that adds their haircare products as the best fit. Instead of shopping for a single product, Amika’s website visitors are shown an entire routine (and bundles of products).
Amika’s strategy is brilliant. It’s not about finding the right products. It’s about finding the best hair routine for their buyers. Instead of creating a quiz that finds the right products for website visitors—their quiz shows an entire routine that supports the website visitors’ hair type.
Reassure Site Visitors with Quizzes
Buyers all want one thing: to be confident with their purchase. Part of that confidence comes from knowing a product is well suited for them, specifically.
To figure out what hesitations and objections your buyers are thinking about as they browse through your website, use qualitative data. This is the data that tells you why customers are buying, why they’re not buying, and how they’re experiencing the buying journey (not how you *think* they’re experiencing it).
We use the Conversion Blueprint Process to determine exactly where there’s friction in the buying journey and how we can relieve that for our client’s customers (like through quizzes). This strategy is how we help companies like Snow increase ROAS by 25%, Moonpod increase revenue by $273,000/month, and Nudu Skincare increase adds to cart by 191%.
Looking for similar results?
Get in touch with us and find out how we might be able to help with increasing your conversions using quizzes.
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