Flaws in Using Quizzes on Ecommerce Websites: A Customer Journey Issue

– Lack of comparison feature in quizzes on ecommerce websites
– Overwhelming customers with too many product options at the end of the quiz
– Requiring email for recommendations and not focusing on improving navigation and product pagesImplement a comparison feature and provide options with a quick comparison for customers on ecommerce websites instead of relying solely on quizzes.The four biggest flaws with the way that people use quizzes on their ecommerce websites are as follows:

1. Lack of a comparison feature for the results.
2. Showing people too many product options and expecting them to make a purchase on the last page of the quiz.
3. Requiring an email for recommendations.
4. Using a quiz instead of fixing their navigation and product pages.

It is supposed to be a helpful tool for the customer journey, but it is consistently half-assed at a time when people are trying to learn about your products. However, if you need a quiz, it generally means that you don’t have good category and product navigation.

I love a good wizard, but the implementation of many of the ones I see is not good or useful to the customer. It is pervasive, forcing people to resort to the typical behavior of opening products in a new tab when presented at the end. This requires people to flip between tabs, resulting in a terrible customer experience.

Everyone would be better off by simply logic mapping to a landing page with the options and, where appropriate, a comparison page. Typically, there are only a handful of options for quiz results on any given store that can provide a comparison and more context for making a purchase. This is a prime example of how stores are being told they are creating the customer journey, but are actually just falling back into bad habits.

The company journey should be about taking the customer’s answers and adding the recommended products to the cart or suggesting a purchase. On the other hand, the customer journey should involve presenting options that have been picked out for them, along with a quick comparison to help them find the best fit. It’s not a difficult concept, but stores are often obsessed with meaningless statistics like “add to cart” and other things.

The focus should be on the customer and building for their journey. By doing so, you will make more sales and have happier visitors.

PS: The data from quizzes is often unreliable because people go through them during a point of discovery and often change their answers multiple times to find what’s best for them among the multiple options.

This brings me back to the idea of a comparison page, which is something that should be considered during the discovery phase of our quiz. The goal should be to narrow things down for the customer, not make a decision for them.https://www.linkedin.com/in/jivanco

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