Quizzes and forms can have a major impact on a customer’s desire to make a purchase. Quizzes like, “which type of dog food is right for my pet?” or “which size of this brand is right for me?” can help customers navigate your site more easily, move with intention and ensure they are purchasing the right thing – ultimately delighting your customers and increasing lifetime value. Forms asking customers about their experience, or even if they want to be contacted when an out of stock item is in stock can build a rapport with customers and ensuring some level of retention.
Use Heap to analyze the results of quizzes and forms on your site so you can optimize your quiz and purchase funnels, leading to higher retention and increasing your overall customer lifetime value.
Step 1: Define all relevant quiz events
In Heap, define all relevant events for each step of the form/quiz, like “start quiz,” “submit” and any important text field interactions. Additionally, you will need to define each step of the purchase funnel, like “add to cart,” “purchase,” etcetera.
Note about text field interactions
For privacy and security purposes, Heap only captures if a text field is clicked into. If you wish to capture the content input into the field, you will need to define a Snapshot. For those Admin and Architects – check out this article on defining Snapshots.
Step 2: Bring in any A/B test details into Heap, if applicable
For teams testing multiple versions of a form or quiz, it is important that all of your quiz variation details are in Heap for you to run analysis on.
If you are using a testing tool for your A/B variations, you can check out this list of integrations to see if your testing tool has a native integration. If you are not using a testing tool that has a native integration with Heap, no fear! You can always use Heap’s API capability to bring in custom properties.
Note: If enriching via API
It is vital this information is brought into Heap in a way that allows you to properly run your analysis. Your CSM can discuss with you the difference between user and event properties and the impact it will have on the types of reports you can run, otherwise refer to this Track article.
Step 3: Create appropriate Segments
Create a behavior based segment of users who have completed your quiz that can then be used in your analysis. For details on the importance of segments or how to make a segment, check out this article.
Tip: Feel free to change the segment’s time range from “at any time” to a time-bounded window, depending on what makes sense for the form of interest. If completing the quiz permanently changes the way you think about a user’s lifetime value, then it may make sense to define this segment as “at any time.” However, if completing the quiz has a time-limited effect on a user (e.g. may increase their likelihood to purchase within a month) then change the time range accordingly.
For those who are A/B testing their forms or quizzes, be sure to create additional segments for users exposed to version A versus version B. This A/B Testing article can help you navigate defining your variants.
Step 4: Analyze your features!
Now it’s time to analyze your features. We will cover how to create reports that establish baselines for how many people go through the quiz(es), quiz completion rates and impact of quiz completion on overall purchase conversion.
| Queries #1-3 | Baseline Reports: Graphs |
|---|---|
| Graph 1 | Conversion Rate Between the Quiz Start and Quiz Completion |
| Graph 2 | Conversion Rate Between the Quiz Completion and Purchase |
| Graph 3 | Count Unique Purchase – Group by: Has Ever Completed Quiz segment |
Establish baselines for what your quiz completion rates are and what the purchase conversion rate is after someone has completed a quiz. This helps you isolate the areas you may want to optimize. If users tend to complete quizzes but don’t end up buying anything, you may need to change the CTA users are exposed to at the end of the quiz. If users don’t tend to complete quizzes but those who do have an extremely high conversion rate, then you may want to spend time optimizing the actual quiz experience.
| Query #4 | Baseline Reports: Funnel |
|---|---|
| Funnel | Each Purchase Step – Group by: Has Ever Completed Quiz segment OR – Compare Users: Segment A Users & Segment B Users |
Get a sense for how the quiz, or quiz variants, impacts purchase conversion. Do users who have completed a quiz have a higher conversion rate than those who haven’t? If so, it shows that the quiz is effective in driving more purchases, and that it’s worth dedicating time to driving more users to it and making sure they complete it. If A/B testing different quizzes, this will also tell you which variant has a greater impact on your desired conversion event.
| Query #5 | A/B Comparison Report: Funnel |
|---|---|
| Funnel | Each step in Quiz – Compare Users: Segment A Users & Segment B Users |
Examine baselines and draw a hypothesis. For example, is there significant drop-off between Steps 2 and 3 of the quiz? This is an opportunity for us to experiment/optimize this step. Comparing your different quiz variants allows you to see the success rate of each version and determine if your A/B test increased completion rate like you’d hoped.
Step 5: Interpret your results and take action
Is purchase conversion higher for those users who complete your quiz or form?
If yes, then you will want to continue optimizing the form by: improving any points of drop off that were discovered in the funnel analysis, as well as making your quiz more discoverable. Continue digging into analysis to understand if any marketing efforts have had an impact on completion success, or if there are any other actions successful purchasers take before completing the quiz.
If no, then you will want to continue optimizing your form completion by digging deeper into drop off points, analyzing what users are doing instead of your quiz and run some A/B tests, if you have not already done so.
For those who analyzed quiz variations via A/B testing, which one had a higher success rate for completion? Did that same variation result in higher purchase conversions?
If yes, use the successful variant and continue creating hypotheses to test and optimize your funnel even more!
If no, then you will want to unpack the test correlated with higher purchase conversion. Questions like, “why are users not starting or completing the quiz,” are a great start here!
Conclusion
Ensure your customers have a quality purchase experience by optimizing any forms or quizzes that they might fill out can go a long way in customer delight, retention and lifetime value.