[Case Study] Got A Low Shopify Conversion Rate? Here's How To Fix It

Looking for a way to increase your Shopify sales without spending more on marketing? Conversion quizzes are your answer. Here's why...

Increase Shopify Conversion Rate

How many products do you sell in your Shopify store? 3? 50? 500? More?

For most online stores, product discovery is hard for potential customers. They hit your homepage and might see a few banners and featured products, but how do they know which specific product they should purchase?

In most cases they don’t. They get overwhelmed with your selection and leave. That’s why the typical Shopify store only converts visitors to customers at a rate of around 3%.

So what happens to the other 97%? How can you get them to buy from you? The trick is to simplify the buying process by literally TELLING THEM what to buy.

You heard me correctly – don’t give them an option. TELL THEM what to buy.

Conversion Quizzes – Your Automated Sales Rep

“But that’s so rude – won’t I turn people off?” I hear you ask. Good question. And no, you won’t IF you use some simple personalization to understand the people visiting your web site and which problem they’re looking to solve.

This is possible with Fieldboom by creating what we call a conversion quiz.

Think of it like this – imagine if you had a phone number on your web site that people could call 24x7x365 to speak with a friendly, helpful sales rep who asked questions about what they wanted and guided them to the right product.

That’s exactly what a conversion quiz does – but it works on autopilot once you set it up, doesn’t need a paycheck or desk and never complains about working 24x7x365.

You’ve probably seen quizzes on sites like Buzzfeed. If not, they have hundreds you can see here. Quizzes aren’t only amazingly effective at being shared on social media – they’re also a killer conversion tool for e-commerce web sites.

BuzzFeed’s “Which Dog Breed Are You Based On The Outfit You Style From Urban Outfitters?” quiz has been completed by over 3M people

BuzzFeed’s “Which Dog Breed Are You Based On The Outfit You Style From Urban Outfitters?” quiz has been completed by over 3M people


Why Quizzes Work So Well

Why do quizzes work so well? There are 3 main reasons:

  • High Engagement – Compared to filling in a simple form or browsing hundreds of products, conversion quizzes have high engagement because the questions and outcome of the quiz change depending on the person.
  • Curiosity – People love to take quizzes because they’re curious about themselves and the results of the quiz.
  • Personalized Recommendations – At the end of the quiz you can recommend your best product for each person based on the specific problem they want to solve. You can also recommend products based on dozens of attributes like their age, gender, location, marital status, fitness level, etc.

An Example Conversion Quiz

I mentioned earlier that you can use Fieldboom to create a conversion quiz for your Shopify store. It takes all of about 20 minutes to put together.

Before I show you an example conversion quiz, let’s look at Frank Body’s Shopify store, which offers 31 different coffee scrubs, body balms and face cleansers:

Frank Body's Home Page 

It’s completely unrealistic to expect someone to be able to choose from 31 different products based on photos, prices and 5 word product names.

(Note: If your Shopify store is set up in a similar way then keep reading – I’ll tell you why that’s a fatal mistake – and how you can fix it.)

So what will most people who visit Frank Body’s home page do? You guessed it – they’ll get confused or overwhelmed and leave.

Frank Body might retarget them using Facebook or Instagram ads over the following few days, but the buying opportunity is pretty much gone.

So what could Frank Body do to avoid this overwhelm and sky rocket their conversion rate?

Well, what if they offered a conversion quiz at the top of their home page instead:

Example Conversion Quiz

When clicked, this banner would bring up an interactive, personalized conversion quiz like this (feel free to click through the quiz – it’s completely interactive and was created in about 10 minutes with Fieldboom):

 

Instead of showing 31 different products, Frank Body could recommend just ONE product based on the person’s needs and what they’ve chosen they’re hoping to achieve when they were filling out their conversion quiz.

In this example, question 5 is the most important because we’re asking what they want to fix and can then make a clear product recommendation based on their problem, which leads them to the exact product they need – without having to browse our product range trying to figure this out for themselves:

Conversion Quiz Structure

Can you see how this approach leads to a huge increase in conversion rate, time on your site and therefore sales? We’re simply reducing friction using a conversion quiz that’s personalized and focusing on recommending ONE product for each person.

The Impact Of Conversion Quizzes

What kind of impact do you think a quiz like this might have on your conversion rate and Shopify sales? Well let me tell you – if your current conversion rate is right around the 3% average, it’s entirely possible to see a 4, 5 or even 6% conversion rate using a quiz.

In other words, it’s possible to increase your sales 25% – 100% with a conversion quiz, depending on what you sell and how your online store is currently set up.

So now you’re probably thinking “Great! How can I get a conversion quiz on my Shopify store?”. Well that’s what I’ll show you now. It takes less than 20 minutes to create and launch.

How To Create Your Conversion Quiz

In this section I’ll walk you through the simple process we used to create the Frank Body conversion quiz (and banner image) we’ve been referring to in this post.

We will create a simple 3 question version just to get you up and running and so you can see how everything works.

After reading this section you’ll have everything you need to create your own conversion quiz and add it to your Shopify home page.

Step 1 – Create Your Fieldboom Account

We built Fieldboom to help e-commerce merchants build quizzes, forms and surveys to generate more sales and customer feedback. We offer a fully functional 15-day free trial and you don’t need a credit card.

Go ahead and create your Fieldboom account by clicking here. It takes less than a minute. Once you’ve done that, come back and complete step 2 below.

Step 2 – Create Your Conversion Quiz

Now that you’ve got your Fieldboom account, make sure you’re signed in and click the “Create a Form” button, which looks like this:

The form builder will appear. Click on the text at the top of the page that says “Untitled Form” and change it to “Frank Body Quiz”, like this:

Now let’s add some questions to our quiz. With Fieldboom you can simply drag a question type from the left column and drop it on to your quiz. We’ll start by asking for their first name, like this:

Next, let’s ask for their email address. We’ll use answer piping so the question text includes their first name, such as “How about your email address Jess?”:

Finally, let’s add a multiple choice question asking what they want to fix:

We’re all done creating the questions for the quiz. Go ahead and hit that orange Save button at the top of the page and then hit the Preview button so you can see your quiz. Here’s what we’ve got so far:

A pretty basic, boring looking quiz huh? But it works!

Let’s now change things up by first adding some scoring (so we can recommend products on the thank you page) and then we’ll create a beautiful design.

Step 3 – Add Scoring Logic

To keep things simple, we’re going to add some basic scoring to our quiz that will allow us to recommend products based only on their answer to question 3, which asks them what they most want to fix and provides dry skin, breakouts, stretch marks and unruly hair as options.

Here’s how we’re going to set up scoring:

  • If they choose dry skin, we’ll recommend our cacao coffee scrub
  • If they choose breakouts, we’ll recommend our peppermint coffee scrub
  • If they choose stretch marks, we’ll recommend our original coffee scrub
  • If they choose unruly hair, we’ll recommend our coconut body balm (which, yes, can apparently be used in your hair too – who knew?!)

The first thing we need to do is assign a score based on each answer for question 3. To keep things simple, we’ll assign a score of 1 for dry skin, a score of 2 for breakouts, a score of 3 for stretch marks and a score of 4 for unruly hair, like this:

Now we want to create a scoring rule for each option. Scoring rules allow us to show a custom product recommendation at the end of the quiz, so let’s create them now.

First go to Options > Scoring and click the “Add New…” button, like this:

We can now create a rule for each of the four products we want to recommend, based on their answer to question 3 (what they want to fix – dry skin, etc).

Let’s start with dry skin. We assigned a score of 1 to dry skin, so if their quiz score is 1, we will show a page with a photo of Frank Body’s cacao coffee scrub as well as a message recommending the product for them and a button that links to the product page to buy it.

For this scoring rule, we want to specify that when their quiz score is exactly 1…

… we want to show a page recommending Frank Body’s cacao coffee scrub. To create that page, click the grey Done button:

You’ll then be able to set up the recommendations page they will see once they’ve completed the quiz and selected dry skin as what they want to fix. Here are the default settings we’re going to change:

… and here are the settings we’re going to use:

A few things to note here:

  • We’ve used answer piping in the headline text to show their first name as part of the headline (this will make the recommendation appear more personal)
  • We’ve uploaded an image of the product (this helps with conversion) that will appear on the page
  • We’ve customized the text that will appear below the headline to speak specifically to the problem they told us they have (dry skin)
  • We’ve set the button text to “Check It Out” and the button link to the product page on Frank Body’s web site

Hit Save and then hit the orange Save button at the top of the page again to save your quiz. Here’s what we’ll see now when we fill in the quiz and choose dry skin:

Pretty cool, huh? When we choose dry skin we see a personalized product recommendation and can click right through to the product page to complete our purchase.

To finish our scoring rules, we would create one for breakouts, one for stretch marks and one for unruly hair. We’d end up with four scoring rules, like this:

So how long did it take us to create our quiz? So far it’s been 5 minutes for me to put it together. Let’s now spend another 5 minutes improving the design.

Step 4- Design & Welcome Page Customization

Each quiz you create in Fieldboom can show an optional welcome page, so let’s go ahead and customize that now. In general, it’s a good idea to show a welcome page because you can explain your quiz and why it’s worth completing.

To customize your welcome page, just hit the Welcome Page tab at the top of the page:

Then in the right column you can upload an image, change text, etc – here’s what I’ve done:

OK, our welcome page has the right copy but the design isn’t quite there yet, so let’s change that up now. Just click the Design tab at the top of the page, like this:

From here, we can change colors and fonts and even upload a background image. Here are the design settings for our example Frank Body quiz:

When you’re done hit the orange Save button and then Preview. Here’s what our quiz looks like:

Step 5 – Create Your Home Page Banner

For the final step, let’s create a banner we can add to our home page that links to our quiz. The first thing you want to do is get the link to your quiz, which you can do by clicking the Share button at the top of the page in Fieldboom:

Hit the Copy button to copy the link to your clipboard. Next, let’s use the free online design tool Canva to create a simple banner.

Your banner should have some text that mentions the quiz and a button that invites people to take the quiz. Using Canva, here’s one I created in about a minute:

A few things to note:

  • Your text should explain why taking your quiz will benefit people
  • Use “Take The Quiz” as your button text, or something similar
  • The banner is bright and will stand out on the home page, resulting in more clicks

To add the banner to your Shopify home page, take a look at the free Banner Slider app in Shopify’s app store. It’s easy to use.

In Closing

In less than 20 minutes we’ve created a personalized conversion quiz and we’ve added a banner to our Shopify homepage promoting our quiz.

So what’s next? Well, sit back and wait a week or two to see how your sales and conversion rate are going. If you see a significant boost in sales as a result of the quiz (which you probably will if you’re like most Fieldboom users) then you’ll want to promote the quiz more aggressively:

  • Email the quiz out to your subscribers and encourage them to complete it
  • Post the quiz on your Facebook and Instagram accounts
  • Use Hellobar to show the quiz at the top of every page in your Shopify store
  • Build out your quiz with more questions and even more personalized recommendations

So just to recap, there are 3 reasons conversion quizzes work so well for Shopify stores:

  • High Engagement – Compared to filling in a simple form or browsing hundreds of products, conversion quizzes have high engagement because the questions and outcome of the quiz change depending on the person.
  • Curiosity – People love to take quizzes because they’re curious about themselves and the results of the quiz.
  • Personalized Recommendations – At the end of the quiz you can recommend your best product for each person based on the specific problem they want to solve. You can also recommend products based on dozens of attributes like their age, gender, location, marital status, fitness level, etc.

To see the impact conversion quizzes will have on your Shopify store, go ahead and create your Fieldboom account (it seriously takes less than a minute), then set aside 20-30 minutes RIGHT NOW to implement what I’ve shown you in this post.

I promise, the results will astound you!

Jess is part of our Customer Success team, where she helps our customers get the most out of Fieldboom. She's passionate about design, customer experience and has a weird obsession with Pom Wonderful juice 🍷