Sell more by asking customers about their problem

The goal of including a quiz in your store is to boost your sales, conversion rates, and AOV (Average Order Value).

When creating your first quiz, it is common to focus only on questions about your products and brand. However, the most successful quizzes focus on the problem your customers are facing, which your products are designed to solve.

To create the best possible quiz, we need to achieve two smaller goals:

  • Listen to the customer so that they feel like the product recommendations at the end of the quiz are based on their specific needs.

  • Narrow down the product selection so that, by the time they get to the last question, we can eliminate all the products that are irrelevant to the customer.

To achieve these two objectives, we need to use two different types of questions: product questions and problem questions.

Product Questions

Product questions are the ones you're most likely to ask when putting together a quiz. They're intended to segment your audience, to narrow down who your customer is, and to determine which product would best fit their needs.

For example, let's say you're selling sleeping aids. In order to make a relevant recommendation, you need to know whether the customer is buying a sleeping aid for themselves or for their child. It also helps to know their budget; are they looking to spend less than $25 on a solution, which may only cover the cost of earplugs and a sleep mask, or are they willing to spend more, which could cover the cost of a white noise machine?

These questions help eliminate irrelevant products and affect the match score of the quiz results.

Some examples of product questions include:

  • What is your age?

  • What is your budget?

  • What is your experience level?

  • Are you shopping for yourself or for someone else, such as a child?

We recommend including at least 2-3 product-related questions per quiz. This ensures that you will make a solid recommendation at the end of the quiz.

Problem Questions

In contrast, problem questions do not affect the match score of your products. Regardless of the customer's answer, all products should be considered a match. The purpose of these questions is to inquire about the customer's problem and make them feel heard.

For example, in a sleeping aids store, problem questions might ask the customer about their sleep patterns, such as how long it takes them to fall asleep, whether they experience restless sleep, if they feel tired during the day, or if they snore. Again, all products in the store are suitable regardless of the answer.

Here are some examples of problem questions:

  • How long have you struggled with [PROBLEM]?

  • On a scale from 1 to 5, how would you rate [ASPECT OF PROBLEM]?

  • What is the size of your room?

  • How frequently do you work out?

  • Which of the following items would you take with you to a deserted island?

While these questions may seem inconsequential to the products being recommended at the end of the quiz, they have two main benefits:

  • They make the product recommendations feel more genuine. Instead of just asking about the customer's budget or age, you're also asking questions about the problem they're trying to solve.

  • Their answers will help you segment your audience and send super-targeted emails. For example, you could choose to send an email only to those customers who have trouble falling asleep.

We recommend including at least 2-3 problem questions in each quiz. This will make the product recommendations feel more genuine and help you learn more about your customers.

PRO TIP! Connect your Klaviyo account to take full advantage of all your customers' responses. Our app sends all of the data to Klaviyo, allowing you to create complex audience segments and highly targeted email campaigns. This is where problem questions can really help you improve the relevance of your marketing.

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