Ecommerce Onboarding Quizzes

Part
01
of one
Part
01

Ecommerce Onboarding Quizzes

Twelve pieces of information, data, and /or statistics surrounding ecommerce brand quizzes have been curated and presented below. Additionally, we have gathered four detailed case studies on style quizzes from ecommerce companies. Each case study includes what the quiz is, how easily it is found on the website, how many steps there are, and when the brand asks for the user's name and email. All data presented has a global focus.

Ecommerce Information/Data/Statistics Surrounding Ecommerce Brand Quizzes

For the purposes of this research, quizzes are being classified as interactive content. In other words, they prompt interaction and two-way communication with an audience.
  • Year after year, quizzes rank among the most shared content on the internet and are much more likely to go viral than static content.
  • Users enjoy quizzes, calculators, and games and brands can enjoy the return it yields. In 2013, Barack Obama started his second term, Pope Benedict XVI resigned, and Oscar Pistorius is charged with the murder of his girlfriend. However, none of these stories recorded a significantly high number of hits on the New York Times website that year. In fact, the piece of content that recorded the most significant number of hits wasn’t a news item at all. It was an interactive quiz.
  • “You’ve Been Framed” was a nine-minute multiple-choice quiz that tested readers’ eyesight uploaded by ecommerce glasses retailer Zenni Optical. It went viral. More than $1 million in revenue was generated by the quiz produced and it received 29,410 lead conversions.
  • If ecommerce brands wish to improve sales funnels and qualify leads, quizzes can help. Seventy-one percent of leads are being wasted by online companies mainly due to lack of qualification. If an ecommerce company and/or brand wishes to personalize future marketing campaigns and strengthen leads, quizzes can be designed to do that.
  • By launching an interactive new product questionnaire, Belgium-based Survey Anyplace hoped to generate around 200 leads for a client. Instead, the quiz generated about one thousand new leads in six weeks. Facebook and Google Ads were used to drive traffic to the quiz which was embedded on the client website.
  • According to Capterra, the ideal number of quiz questions is between five and ten. Response rates start to drop if more than that is asked. Altering the number of possible answers and question structure is the kind of variation that will keep people engaged, To keep people visually engaged, it is suggested that a brand add images or GIFs throughout.
  • Capterra also suggests that an ecommerce brand should always ask for an email at the end of the quiz before showing the quiz takers score, or at the beginning when gathering their name and basic information. They also think that a brand should automatically email a branded, personalized PDF report based on a respondent’s answers. These reports should include personalized recommendations and provide tangible value that will transform respondents into customers.
  • According to Riddle, sixty to seventy percent of consumers who land on the web page with an embedded quiz should click on the first question and start. If a start rate is too low, it’s indicative that an improvement is needed to the title and the main image in order to command the attention of the person who has landed on the website.
  • Again, according to Riddle, once the initial quiz question is answered, seventy percent of people should proceed to finish it and see their results. If the quiz does not have a lead generation form, there will be lower numbers as there is an extra step in the quiz. By inserting an optional lead form before displaying results completion rates are reduced by 5–10%. However, adding a mandatory lead form will drive this percentage down to 30% or lower.
  • Survey length or duration is directly tied to the survey response rate. There can be an average of a seventeen percent drop in response rate when a survey has more than twelve questions or takes longer than five minutes to complete.
  • A reminder to the consumer to complete a survey between three to seven days after the invitation will increase a response rate by up to fourteen percent with just a single reminder. If there is a concern surrounding getting people upset for sending them a reminder survey, SurveyAnyplace found that only 0.5% will actually unsubscribe.
  • In a study conducted by e-Rewards Market Research, four thousand people were invited to complete the survey for entry into a sweepstakes drawing of $2,500, and another four thousand people were invited to complete the survey for $2.00 in cash. Both groups were provided the survey on the same day of the week and the same time of the day. The results? "Within seven days after sending the invite, response rates were: 19.3% for $2 cash ‘pay all’ sample and 12.2% for $2500 sweepstakes sample." This bolsters the supposition that people would rather complete a survey when they are certain they’ll receive something, instead of the lower chance of winning a big prize.

Case Studies on Style Quizzes

Rocksbox

  • Rocksbox, a subscription-based jewelry service, offers three-piece jewelry sets customized to customers’ tastes based on a quiz prospective buyers can take called "Build Style Profile" found on the sign up page on their homepage. The first question is: "which metal tone do you wear?", with four possible answers that the customer is asked to choose from. The second question is "which necklace styles do you prefer?", with 8 possible choices, but the customer is invited to select all that apply. [NOTE: the customer has the ability to select "I don't wear necklaces"]. The third question is "which bracelet styles do you prefer?", with four possible selections, but again, the customer is invited to select all that apply. [NOTE: the customer has the ability to select "I don't wear bracelets"]. The fourth question is "which earring styles do you prefer?", with eight possible choices. The customer can check all that apply. [NOTE: the customer has the ability to select "I don't wear earrings"]. The fifth question is "which ring styles do you prefer?", with four possible choices. The customer can check all that apply. [NOTE: the customer has the ability to select "I don't wear rings"]. The final question is "which jewelry trends are you open to trying?", with sixteen possible choices, but the client is invited to select all that apply. At the end of the quiz, the customer is asked if there is anything else they want their stylist to know, when their birthday is, how the customer heard about them, and are then asked to press the finish button. Once that button is clicked the customer is taken to a screen where they are prompted to share their email address so their first jewelry set can be built.
  • Founder and CEO, Meaghan Rose reveals that decreasing the amount and complexity of the quiz questions resulted in a six per cent increase in conversions. She discovered that nebulous questions such as, What style are you?" weren’t helpful because customers found that they were not clear enough and did not quite match what they felt their actual style was.
  • It’s a really bad question because it caused a moment of anxiety or pause in the sign-up process, it feels judgmental,” Rose says. “[Customers thought], ‘What does ‘boho’ even mean?’ It’s hard to categorically say you don’t wear something.”

Stitch Fix

  • Rather than filling out a traditional sign up form, the only way to get on the Stitch Fix email list is by visiting their website and filling out their Style Quiz which has approximately 40 questions.
  • Possibly to make things simpler, they added an optional, image-based game called Style Shuffle, in 2018. Without seeing price or fit, this feature guides customers to give a thumbs up or thumbs down to different items they look at.
  • After clicking "Take Your Style Quiz," a customer is prompted through three questions. The questions are: "How do you feel about shopping?", "How much time & effort do you put into getting the right look?", and "How often do you try out the latest styles & trends?" It is of note that after a customer answers each of these first three questions, that Stitch Fix has a canned answer depending on which of the three provided answers the person selects. Once these three initial questions are answered, Stitch Fix then asks for the person's email address.
  • Once a person has provided their email address, they are then prompted to select one of three quizzes. Either a quiz for women, men, or kids. After the quiz type is selected, the quiz commences. The first question (for the women's quiz) is: "What are the reasons you're excited to try Stitch Fix?" This question has six possible answers the client is asked to select. More than one option can be selected. At this point, that is when the "Style Shuffle" game starts where a person is shown outfits consisting of two or more items, and they are asked if this is their style. The possible answers are yes, no, or somewhat. Once you are through that, the next question is: "How often do you want us to focus on work / business casual pieces?" The possible answers are rarely, sometimes, or often. After that, the customer is prompted through three more similar questions. There is then a question about the person's weight and height. It is of note that this height and weight question is mandatory and the quiz cannot be completed unless this is provided.
  • The customer is then asked how they would characterize their proportions. This is a series of five questions. After that, the customer is asked to select the sizes they typically wear. Once that is completed, the client is then asked where they would typically shop. Subsequently, the following questions are asked: "Is there anything you would never want to receive?", "Are there any types of shoes you never want to receive?", "Are there colors that you would never wear?", "Any patterns you want us to avoid?", "Any fabrics you want us to avoid?", "How much do you typically spend on items from these categories?", and "When is your birthday?" Once all these questions have been answered, the quiz itself is finished, but Stitch Fix offers a series of optional questions and explains it this way: "Our last few questions give your stylist extra details about accessories and your fit. You can skip them now and answer later."
  • Once "skip the optional questions" is selected, the customer is then taken to a screen where they are asked whether there is anything else Stitch Fix should know before they style them. There is a box where the customer can type in what they want to provide. Once that is completed, the quiz ends and the customer is then prompted to schedule their first order.
  • The quiz is fairly in-depth, asking for detailed measurements and clothing preferences. All in all, based on this researcher's experience, it takes about 10-15 minutes to complete.
  • According to Stitch Fix's chief algorithms officer, Eric Colson, Style Shuffle has improved the company's "personalization capabilities and informed inventory choices." Out of the almost 3 million active clients, more than seventy-five percent have used Style Shuffle. Among active clients, this has resulted in an increase in revenue and for paying and non-paying clients, an increase in engagement has been observed.
  • Colson's advice when it comes to creating quizzes is this: “My advice is to not assume you'll get it right the first time. It's not always obvious which questions will be valuable and better ideas often come later. Also, be sure to be ready to use the information you learned. If clients are providing information, they expect it to be used.”

Topshop

  • Topshop will create a personalized wardrobe for visitors to their website through an online quiz. After customers answer a few questions about their taste, style choices, size, and budget the customer can take a look and then review their highly personalized product recommendations that are designed to fit their budget and their size. Further, through a follow up email, their wardrobe is regularly updated with new products. It is of note, that the quiz is not immediately obvious on the website. A customer must scroll down to the bottom of the home page, and select "personal shopping" and then they are taken to an option to take the online quiz.
  • It is a simple quiz. The first question asks the person's age. The customer is then shown five different celebrities all sporting different fashion looks and the customer is asked "Whose style do you like the most?" It is of note that only one style can be selected. The next question is: "How adventurous is your style?" and once again, the visitor is prompted to select one of five images that best reflect that. Subsequently, the customer is then asked to pick up to five words (that are provided for them to choose from) that best describe their style. The customer is then asked "How confident do you feel about your style?" by using a sliding scale of 1 to 5. The next question is: "What do you want to get out of this quiz?" The customer is asked to select one of three possible answers. After this, the customer is then steered through three questions surrounding styles. Once that is complete, the customer is asked about colors they do not like to wear, and the body parts that the person likes to show off and those they like to cover up. Next, the visitor is asked how much they enjoy shopping, by using a sliding scale of 1-5. The next few questions are: "How organized is your wardrobe?", "Would you wear these styles?", "How tall are you?", "How much do you weigh?", "What size do you usually buy?", "Which body type describes you best?", and "How much would you normally spend on items of clothing?"
  • It is at this point the customer is asked to provide their email address. Once that is provided, the customer can view their Topshop wardrobe selections.

Murad

  • Skincare and cosmetic brands have figured out that quizzes can be a very effective way of getting new customers and engaging existing ones. Because there are so many variables to selecting skincare (dry skin, oily, skin, acne and blemish prone skin) that it can be overwhelming for customers to make online purchases. If they were in a store, they would simply ask a salesperson for advice. But online, a quiz can easily provide this same experience.
  • Murad’s shoppable quiz asks customers basic questions, similar to the questions a salesperson would ask, to determine the perfect cleanser for the individual. It’s quick and efficient, all the way through to the purchase process.
  • The first question on the quiz is "Do you feel your skin is..." and based on that question, the client is provided four possible answers. The second question is: "What's your biggest skin frustration?" The customer is asked to select one of six possible choices. The third question is: "What do you want to feel after you cleanse?" The client has two possible choices to select from. The fourth question is: "Do you want a moisturizer with SPF?" with either a yes or no response. The fifth question is "When it comes to your eyes, what do you want to see less of?" with three possible answers. The sixth question is "Do you feel like stress affects the way you look and feel?" with either a yes or no answer expected. The seventh question is "Do you regularly get 8 or more hours of sleep?" again with a yes or no answer expected. This ends the quiz and at this point you get your recommended products.
  • At the end of the quiz, the recommended products are provided to the customer and there is an optional area where the visitor can provide their email address to get their results emailed to them. The customer also has the option to take the quiz again. All products recommended are shown to the customer, along with pricing and the ability to order right on that page.
  • It is of note that this researcher found Murad's questionnaire to be the easiest to find quiz on the home page, and the quickest to get through, while still being engaged.


Sources
Sources