How do you help shoppers overcome the fear of purchasing an expensive product online if they have never done so before?
How can you match them to right product based on their specific needs and preferences?
And how can you move shoppers through the funnel, with relevant messaging that speaks to their individual needs?
A quiz.
Laur Fiatoa and Helix Sleep use a quiz to guide shoppers to the right product, while gathering rich data about their specific sleep needs.
In this recap of the podcast of the Empowered Marketer, Laur shares the strategy behind that quiz that allowed Helix Sleep to become a market leader in the Direct To Consumer Mattress space.
How Helix Built A Product Around Their Quiz
As Laur notes, Helix has always had a quiz.
The quiz has been critical to how the brand differentiates itself, by using the science to match shoppers to the right mattress.
The quiz is the very first step in the shoppers personalized experience with Helix. There are 7 unique Call To Actions to take the Sleep Quiz,
Once the quiz is completed, and information about what their needs are, Laur and the marketing team use the data to make sure that the marketing messages have the right cadence, and the right messaging and offer is sent at the right time.
After they took the quiz, you can save the sleep quiz.
Make sure they understand why they were matched to that mattress.
Individuals would get the right campaign at the right time….make sure that they are not over-communicated, getting the right message and right offer at the right time.
Key Lessons From Creating A Quiz
Takeaway #1: Keep It Simple:
The most important thing with the quiz is to keep it user friendly.
This is the top priority.
Simple language, visuals, and guidance are important in keeping things simple.
Helix has always had a quiz, but early versions of the quiz were long, confusing, and had lower completion rates.
The questions asked too many questions, offered too many choices, and was unnecessarily complicated.
People would get lost in the quiz experience, and leave.
Focusing on simplifying the experience ultimately improved the overall user experience with the quiz, and by extension, the brand itself.
Takeaway #2: Gather (Just Enough) Relevant Data
One way to simplify the quiz experience was simply to reduce the number of questions.
There were questions that did not impact the the product recommendation, or marketing campaigns, that could be eliminated.
This improved the customer experience, and increased completion rates.
And consequently, marketing campaigns were improved: more shoppers engaged with and completed the quiz,
Takeaway #3: Make It Approachable
After a shopper completes the quiz, Helix focuses on communicating exactly why the product was recommended.
This re-emphasizes the science behind the Helix Sleep DNA, and the reinforces why the Helix mattress is unique.
Once a shopper understands why they were matched with a product, the subsequent marketing campaigns were more effective.
Higher engagement, more leads, more conversions.
The Main Takeaway: “Make the quiz simple enough for people to complete it. Comprehensive enough to take actionable insight.” – Laur Fiatoa
What is the most amount of information that you can give to someone in the simplest context?
A Deep Dive of Helix’s Quiz
A quiz can provide a wealth of customer data that can drive more effective customer marketing.
Let’s take a look at the Helix Quiz experience.
The very first step is an email capture. It may be early to ask for an email out of the gate, but it is optional.
For those who are serious about looking into a Helix mattress, it is easy enough to add an email or skip. However, for those that don’t know anything about Helix or their product, there may be some drop off right at this very first stage.
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Question 1: Info
Takeaways:
- Simple Language – Short sentences, in the first-person voice (“I want…”, “My name is”). This makes it easy for me to complete this information, as if I were actually speaking in real life to a salesperson at a mattress store.
- Easy Questions – This is the first question of the quiz. So easy questions that are strictly informational and don’t require any thought are ideal to allow me to answer, create momentum, and complete the “first micro-conversions”.
- No distractions on this page – there is no header or footer that could take me off of the page. This likely has a direct impact on improving completion rate of the quiz.
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Question 2: Position
Takeaways:
- Easy Visuals & Text – The answers here are fairly self-explanatory, but the illustrations and accompanying text make this question even easier to answer.
- Personalized Questions – Information from the previous question is used here, “Gen’s Sleep Position”. This reinforces that the Sleep Quiz is unique to me.
- Progress Bar – I am aware of exactly how many questions are in the quiz, and where I am currently. Moreover, the Call-To-Action Button tells me which step I will proceed to once I answer.
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Question 3: Feel
Takeaways:
- Use of Visuals and Imagery – The “Feel” of a mattress can be hard to convey, as people likely have subjective opinions. “Soft feel that lets you sink in like a cloud” make it easier to understand, or seeing a mattress that holds firm under a pile of bricks.
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Question 4: Relief
Takeaways:
- Assessing Possible Solutions – This question may be most important in assesssing how urgent the current mattress is for the shopper. A shopper who regularly wakes up with back pain will have an immediate pain that they are solving for. Additionally, there may be an ideal type of mattress to support various levels of back pain.
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Question 5: Match
Takeaways:
- Personalized Recommendation – The recommended product, the Midnight, is highlighted specifically for my needs. The product page reiterates what I answered in the quiz (ie Medium Feel, Side Sleeper), to explain why this product is ideal for my needs.
- Social Proof Validates the Product – There are thousands of happy customers, evidenced by the 2050 reviews of nearly five stars. Additionally, awards by recognizable brands like Forbes and CB2 leverage the authority of other objective sources.
- Humanize The Product – There are various product images that include the mattress in use. People buy on emotion, and justify with logic. We ultimately want to purchase a better future-self where we can be happier because we have a good mattress.
- Proactively Address Objections – A mattress is an expensive item to purchase online, and a new experience for many consumers. Helix reduces any anxiety about the purchase—a 100 day free trial, No-Contact Delivery, 10 Year Warranty, Free Shipping. These are all objections that they have gathered from customers, so addressing them on the product page reduces any doubts in the shoppers mind.
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