eCom Unity #11 - Quiz Funnels Are A Thing

Deep-Dive | Are Quiz Funnels The New Big Thing?

Consumer brands are usually much better at marketing than B2B companies.

But there is one tactic that has been used by B2B companies for many years that more and more eCom brands are using.

Quiz funnels.

With quiz funnels, instead of sending people directly to your product, you ask them a bunch of questions first and then recommend the best product for their needs.

Below I will share everything you need to know.

Best practices, why it works, and how to get maximum results.

#1 Helping customers navigate your product portfolio

Uncertainty is the biggest conversion killer.

Customers need a high level of confidence that your product will solve their problem before making a purchase.

And finding out which product is right for them can be difficult if there are many options to choose from. Yes, you might have all the information on your product page. But ain’t nobody got time for reading all that.

Quiz funnels are a great way to get customers quickly to the product that matches their requirements.

#2 - Adding friction can actually increase conversions

In eCom we want to make things as fast as possible and eliminate any friction in the buying process.

But with quiz funnels, friction (so adding more steps) can be a positive thing that increases conversion.

Seems counterintuitive but when you think about it, it does make sense.

With every question consumers answer, they get more committed.

Plus, asking more questions increases the perception that the recommendation will be more specific to their requirements.

Jones Road for example asks customers to reconfirm a previous answer. This creates the perception that they truly care about giving you the best possible result.

#3 - It’s great to generate leads

Before you show customers the result of their answer, you can ask them for their email address.

And many customers will give it to you (you can test if you want to make this mandatory or give people the option to Skip).

This is great because it gives you the option the send people newsletters and flows.

But unlike your standard newsletter sign-up, you have tons of information from these people (based on their quiz answers) that you can use to send them emails that are personalized to their situation.

Additionally, especially if you are selling a high AOV product with longer conversion cycles, you can capture the tracking information from that sign-up up which will allow you to better understand which channels, campaigns, and ads are driving new customers down the line.

#4 - Feeding better early signals to the algorithm

Brands with longer purchase journeys are always struggling with not sending enough conversion signals to their ad accounts which leads them to often use things like view attribution to maximize signals. But that of course leads to optimization against low incremental performance.

Now with quiz funnels, you can optimize for leads, which increases the signal/conversions tenfold easily.

The problem here is that leads are not created equal. A lead always has a value of one but the value of a lead varies wildly depending on who the person behind that lead is.

If you are selling health insurance, a person aged 30 is a thousand times more valuable than a person who is 75.

But this is again something that quiz funnel can solve and why B2B companies have been using them for a long time.

So instead of just asking people questions that allow you to understand what product is the best, you ask them questions that will allow you to determine the conversion likelihood of the person.

These questions are usually quite unique depending on your product, but an obvious one that applies to all products would be: When are you looking to solve this problem?

Now, based on the answers to these questions you can calculate a lead score of that person and once he finishes the quiz, you send the total score as a conversion value to your ad platforms.

That way you can give their algorithm much better signals meaning you can tell it:

Person A is 100x more valuable to me than person B. Send me more of person A.

While tools do this well in a B2B context, I haven’t found one yet that integrates with Shopify at the same time. If you know a tool, that is built for eCom but can do this, please let me know.

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That’s everything you need to know about quiz funnels. I think they will become a bigger part of eCom brands in the future. Especially for products that have longer purchase journeys or a product catalog with many similar options.

If you want to see a quiz funnel in action, check out the breakdown of Jones Road below.

Brand Breakdown | Jones Road

Let’s continue looking into Jones Road Beauty.

Started by legendary Bobbi Brown in 2020, their team must be staked with crazy good marketers to scale to 9 figures in less than 3 years in such a competitive space.

So I looked through their entire marketing & sales process to understand their approach and strategy.

You can access the full breakdown here: Open Jones Road Board

These are some of my highlights of Jones Road’s approach:

1. Full focus on education & trust in their marketing approach, with statics being heavily focused on conversions

2. Offer & and landing page diversity - tons of landing pages aligned with the offer that is communicated, with using same products but positioning them in a different way for different types of people.

3. “Find the right shade” click funnel (more on that in the section above)

I explain & show all these and also where I see room for improvement in this video:

Klar Corner | Klar Pulse’s Rapid Data Updates

Just in time for Black Friday, we started rolling out a major upgrade of Klar last week: Klar Pulse.

Klar Pulse syncs and models your marketing & sales data faster, sharper, better.

This way we help our brands to have their performance data always up to date and accurate, allowing them to make decisions quickly and see results sooner.

On top it comes with optimizations on the Klar attribution algorithms, cost configuration accuracy, and keyword level drill-down for Google Paid Search.

The Pulse update is currently available for all Shopify shops, we’re busy working on offering these rapid updates to all other shop systems soon as well.

Thank you for reading :)

I am on a mission to help eCom brands build better, more profitable businesses. If you missed any past issues, you can catch up on all of them here.

I have built one 8-figure and one 9-figure eCom brand in the past and with Klar, I work with over 700 eCom brands today.

If you have specific questions you would like me to cover next, just reply to this email.

Have a great week.

Max ✌️

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