Guide to Product Recommendation Quizzes & Diagnostics

0- Introduction 🫡
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On an e-commerce site, the experience can range from entertaining and engaging to simply dull. Allowing users to interact by clicking buttons and receiving unexpected results can bring a fresh twist, while also giving the impression of a personalised experience.

These interactions may seem fun and entertaining, but in reality, they also serve as a clever way for brands to increase conversions and gather data.

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I- Why a Product Recommendation Quiz? 💎
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A. The quiz helps narrow down choices

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Marketers often assume that offering more choices increases the likelihood that customers will find exactly what they're looking for. However, research now shows that having too many choices can be overwhelming; when there are too many options, consumers are less likely to make a purchase, and if they do, they are less satisfied with their decision.

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A market study found that despite initial interest in 24 varieties of jam, people were more likely to buy when presented with only six choices.

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B. Quizzes Personalise the Customer Experience
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One of the main benefits of using quizzes is the significant improvement in customer satisfaction. By allowing customers to answer specific questions based on their preferences, needs, and tastes, quizzes create a more relevant and engaging shopping experience. This personalisation fosters a stronger bond between the customer and the brand, potentially leading to increased loyalty and repeat purchases.
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According to a study, 66% of consumers say they are willing to abandon a brand if their shopping experience is not personalised.

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C. Data Collection as a Major Asset
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Quizzes enable users to voluntarily provide data, building trust and respecting privacy.
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This strategy offers several benefits for your brand, including:
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1. Cost-effective compared to pop-up discounts: Rather than offering instant discounts for signing up to a newsletter through intrusive pop-ups, quizzes allow for the collection of valuable information without cutting into the brand’s margins.
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2. Customer re-engagement: Quizzes provide a unique opportunity to re-engage your customers. By asking relevant questions and offering personalised content based on their responses, you can rekindle interest among existing customers and encourage them to return to the site. (Notably, regular customers generate 300% more revenue than new buyers.)
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3. In-depth knowledge of your target audience: Quizzes help brands understand their audience and tailor marketing campaigns and products accordingly. 
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D. Increasing Sales and Average Order Value
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The quiz subtly guides the consumer through their purchase journey, encouraging them to increase their purchases by asking relevant questions. This allows them to personalise their selection according to their preferences and budget. Additionally, the quiz introduces them to complementary products, which encourages additional purchases.
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II- Our Best Practices 🪄
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A. Top 3 Best Practices
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1. Help the Customer Solve a Key Problem, Add Value: The Diagnostic or recommendation quiz should convey the message that you are an expert in your field.
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   • Your product quiz should be tailored to help customers find the products that best meet their needs.
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   • To achieve this, it is essential to understand your customers, their issues when they arrive on your site… You should also test your questionnaire to identify the most effective approaches.
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   For example, if a person frequently has stomach aches and decides to fill out the questionnaire, if they are asked questions that perfectly pinpoint their problem, and they feel understood, they are highly likely to make a purchase.
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2. Length: Keep Them As Short As Possible:
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   • Kylie Cosmetics: 5 questions ($200+ million turnover)
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   • Horace: 6 questions including email (€19+ million turnover)
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   • La Rosée: 8 questions including email (€35+ million turnover)
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3. Obtain Differentiating and Useful Information: For example, Kylie Cosmetics wants to know which competitor brand you use and the shade.
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   • This information helps to pinpoint your persona: which brand you consume, what

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B. Don't Forget the Essentials
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1. Collect an Email Address
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   • Ensure you ask for an email address. This is valuable data that can be used to personalise your marketing efforts.
   Place this request at the end, just before the results. Early on, there's a risk of drop-off. After a few questions, it becomes more encouraging.
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2. Add a Progress Bar:
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   • It's crucial to have a clear view of the progress buyers are making at each stage. This reduces drop-offs and increases the likelihood of completing your quiz.
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3. Encourage Purchases Directly from the Quiz Results Page:
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   • Your results page should include product recommendations. These recommendations should feature an "add to cart" button for one-click shopping.

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III- Brand Quiz Benchmarks 🔍
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A. Cosmetics: Spoiled Child
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Spoiled Child, an American brand, has successfully generated $48 million in revenue by making personalised diagnostics a central part of its strategy.

Here's how they implemented this strategy:

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• ‍Prominent Placement on the Homepage: The diagnostic is highly visible on the brand's homepage, capturing visitors' attention as soon as they land on the site

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• Use in Ads: By integrating the quiz into their social ads, the brand deploys a clever strategy to not only grab users' attention but also actively engage them. Ads with interactive elements like quizzes tend to have higher click-through rates than static ads. Additionally, by encouraging users to interact with the diagnostic directly from the ads, Spoiled Child can gather valuable data on potential customers from the first point of contact.

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• Personalised Results with Purchase Incentives: Once the quiz is completed, users receive a personalised result that announces they have found the "perfect match," encouraging an immediate purchase.

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B. Artistic or Personality Diagnostic: Fragrances
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Selling perfumes online is one of the most challenging aspects of e-commerce. This is where quizzes can be a clever solution. 
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Hawthorne.co aims to create an immersive and emotional experience for customers. The questions asked are not directly related to the fragrance but are designed to uncover the user's preferences, lifestyle, and personality.
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Regarding their quiz:

• It is highlighted on their homepage.

• The design is structured from top to bottom, showing the progression.
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• The loading time is deliberately extended to give the impression that a real person is conducting the research.

• It offers the option to purchase directly at the end with a single click.

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C. Technical Diagnostics: Solar Panels
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While product recommendation quizzes are prevalent in the cosmetics industry, they are also well-suited to many other technical industries.</aside>

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Due to the complexity of their products, they had to design an online experience similar to that of an in-store sales assistant. To achieve this, they opted to use a quiz that guides visitors through the process of selecting products suited to their solar energy needs.

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They chose a classic, cost-effective Typeform, providing a smooth interaction with users and making it easy for them to engage. By offering quick access to pricing through this quiz, Shop Solar Kits effectively encourages visitors to interact and provide the necessary information to generate a personalised quote.

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IV- What Re-engagement Strategies to Use 💌
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A. First Email: Access My Diagnostic Results

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B. Second Email: Personalise the Message Around the Issue

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C. Third Email: Offer a Gift

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Spoiled Child includes a countdown in their email.

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BONUS - How AI Can Take You Even Further ⭐️
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A. Challenges with Product Recommendation Quizzes
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1. Difficulty in Keeping the Quiz Up-to-Date
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One of the major problems with Product Recommendation Quizzes lies in their reliance on a fixed decision tree. Traditionally, these quizzes are built on a predefined set of questions and answers, guiding users towards specific products based on their selections. However, the addition of new products to the inventory often disrupts this existing decision tree. This can lead to inconsistent or incorrect recommendations, as the algorithm has not been adjusted to account for the new products. Moreover, many brands choose to only offer their best-sellers regardless of quiz responses, which can limit the diversity of recommendations and may not meet users' specific needs.

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2. Lack of In-Depth Data Analysis
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Another major challenge is the lack of time and resources dedicated to thoroughly analysing the data generated by Product Recommendation Quizzes. While these quizzes collect valuable information about user preferences, this data often remains underutilised. The lack of in-depth analysis means that companies do not fully leverage the available information to continuously improve and refine their recommendation algorithms. Additionally, they may not have the time to effectively use the data for re-engagement, which could otherwise help retain customers by offering more relevant and personalised recommendations.

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B. The Solution with Dialog
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The emergence of artificial intelligence now makes it possible to replicate the best conversion tool in stores: the salesperson.

Generative artificial intelligence offers:

• A human-like approach
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• 24/7 availability
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• Enhanced personalisation

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1. The Dialog Diagnostic

Using artificial intelligence, our solution asks personalised questions to visitors, guiding them towards the perfect product for a higher conversion rate.

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2. Dialog Enables Highly Personalised Re-engagement

We send conversation data to your Klaviyo or other CRM systems to enhance your re-engagement efforts and thereby increase conversion.

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3. Recommends Bundles
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For effective cross-selling and upselling, it's crucial to note that our bundles are offered before the checkout process, at the decision-making point for the user, unlike typical bundle apps that usually appear after checkout during order confirmation.
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According to an online retailer, 35% of Amazon's revenue comes from cross-selling and upselling.

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Why not simply connect Chat GPT to my site?

• Dialog uses RAG technology to efficiently retrieve all relevant information across your entire site and beyond (catalogue data, blog, reviews, internal documents, etc.).
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• Architecture with over 10 LLMs to minimise response time, maximise recommendation relevance, and prevent hallucinations.
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• Dialog is integrated into the navigation; you can choose when it appears, customise your colours, and select your font.

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We are developing the solution, particularly with Oh My Cream, La Compagnie du Lit, and AllTricks.