After iOS 14 disrupted traditional ad targeting, interactive quizzes on Shopify have emerged as a powerful tool for DTC brands to gather crucial zero-party data. This episode dives into how quizzes simplify the buying process, personalize customer experiences, and ultimately boost conversion rates and list growth by enabling targeted messaging via email and SMS.
Key takeaways
Implement interactive quizzes on your Shopify store to collect zero-party data, providing direct customer preferences to combat rising acquisition costs and improve targeting in a post-iOS 14 advertising landscape.
Utilize quizzes to personalize product recommendations, simplifying the buying process and reducing decision fatigue for customers, which directly leads to higher conversion rates.
Integrate quiz data with your email and SMS marketing strategies to create highly segmented and personalized communication, fostering stronger customer relationships and increasing engagement.
Design quizzes that offer tangible value to the customer, such as personalized shopping advice or curated content, to incentivize completion and accelerate list growth.
Strategically place quizzes at different stages of the customer journey, from top-of-funnel (e.g., navigation menus as a shopping assistant) to landing page hooks for specific campaigns, to maximize data capture and engagement.
In this week’s show, Trevor talks to Gen Furukawa from Prehook, an application for Shopify which allows merchants to run quizzes to learn more about their customers
What is a quiz
A Shopify quiz (as enabled by Prehook) asks customers questions and collects data about their preferences. It helps them find the product they want by recommending a product. Examples include (considering ): Asking the age of the child to recommend toys Asking the kind of products customers are looking for After the quiz, a store can send a welcome flow personalised to the customer’s profile
Why use quizzes?
After iOS 14 brands no longer have the channels they had to run profitable ads. In the past DTC brands could create campaigns using platforms like Facebook, learn which customer segments performed best and optimise their campaigns. CPC and acquisition costs are increasing and it is more difficult for brands to understand who their customers are and how to target them
Quizzes are a mechanism to learn more about your customers and optimise your marketing efforts. Benefits include: Simplifying the buying process (and improving conversion rate) Create a personalised buying experience Accelerate list growth Capture verified zero party data (data which customers directly and willingly share with a brand) Send targeted messaging (e.g. email, SMS) based on the customer’s answers How to create successful quizzes
A successful quiz should offer something of value to the customer for example: Personalised shopping advice e.g. recommend a product Personalised advice e.g. recommended articles Quizzes can be used at multiple stages of the buying process for example: Top of funnel – in the top navigation e.g. shopping assistance Hook for a Landing page e.g. Drive traffic from ema
What does this episode say about shopify & ecommerce platforms?
Implement interactive quizzes on your Shopify store to collect zero-party data, providing direct customer preferences to combat rising acquisition costs and improve targeting in a post-iOS 14 advertising landscape.
What does this episode say about paid acquisition?
Utilize quizzes to personalize product recommendations, simplifying the buying process and reducing decision fatigue for customers, which directly leads to higher conversion rates.
What does this episode say about conversion & cro?
Integrate quiz data with your email and SMS marketing strategies to create highly segmented and personalized communication, fostering stronger customer relationships and increasing engagement.
What does this episode say about customer retention?
Design quizzes that offer tangible value to the customer, such as personalized shopping advice or curated content, to incentivize completion and accelerate list growth.
What does this episode say about shopify & ecommerce platforms?
Strategically place quizzes at different stages of the customer journey, from top-of-funnel (e.g., navigation menus as a shopping assistant) to landing page hooks for specific campaigns, to maximize data capture and engagement.
