Pop quiz! How are retailers using quizzes to improve the customer experience?
I may be dating myself, but when I was a teenager, my favorite thing to do when I got a new issue of Seventeen or Sassy was to take all the quizzes. In college and my early 20’s, my friends and I made up our own quizzes to figure out who we should date, what career path we should take, and whether or not we’d survive the zombie apocalypse. Judging by the popularity of quizzes like “Which Soda Are You?” and “Which Mad Men Character Should You Hook Up With?” on Buzzfeed, I’m not the only one who has a weakness for online quizzes. Without Buzzfeed, I never would have discovered which Love Actually character I am (Juliet) or that I should have been an astronaut. In fact, in the past eight months, eight out of the ten most shared articles on the internet were quizzes.
In their never-ending quest for to offer new, fun, personalized customer experiences, some retailers have started to incorporate quizzes into their web sites. Yesterday, I read an article in Tech Crunch about True & Co., a bra company that is using data to eliminate trial and error from the bra shopping process. When you log onto their web site, the first step is to take a quiz that asks you some rather personal and slightly puzzling questions about the bras you already own. As a sucker for quizzes, I answered every question and found out I am a Sapphire and received recommendation for the bras that would provide me with a perfect fit. I didn’t buy a bra, but I did sign up for their e-newsletter, so I’d say their quiz was an effective marketing tool. This morning, I read another article about Kate Hudson’s new athletic line, Fabletics. I liked Almost Famous and 200 Cigarettes, and I’m always in the market for cute, comfy clothes to wear to the rock climbing gym, so I checked out the site. Lo and behold, the first thing I am presented with after an offer for 50% off my first outfit is… a QUIZ! I answered questions about what kind of workouts I like (outdoors, please!) and what my favorite colors are, and I was presented with 10 outfits their algorithm selected just for me.Again, I didn’t pull the trigger and buy the outfit, but I did pin it so that I can find it again later when I’m in the mood to spend money.
Shoppers respond well to engaging, interactive content and personalized user experiences, like giving teachers online access to tutorials and special deals on craft supplies during summer break or offering verified college students invitations to after-hours events when they head back to campus. Quizzes are an effective tool marketers can add to their tool box to give customers a fun shopping experience and guide them through the sales funnel towards a final purchase. It’d be fascinating to find out whether or not quizzes have an impact on these retailers conversion rates? What do you think? Circle yes or no.