Branding

The Unexplored Gold Mines of Customer Data: Quizzes

the-unexplored-gold-mines-of-customer-data:-quizzes

Your customers are expert quiz-takers. From circling answers in teen magazines in their teens (“Does your crush like you back?”) to checking box after box on Buzzfeed quizzes as adults (“Which character are you from the Office?”), they have years’ worth of experience in telling their stories in 5-minute intervals. Marketers should listen to what consumers are so willing to share about themselves and use that information to treat their shoppers with a more personalized touch. 

Quizzes are a quick and cost-effective way to gain additional information about your shoppers. What’s also great is that people are psychologically drawn to quizzes because they serve as a means of self-exploration and introspection, as well as an opportunity to shape their personal narratives. Interestingly, quizzes are a source of comfort too because people find satisfaction in associating with a type. (Learn more here!)

A quiz with relevant content to your brand is entertaining, even informative, for your customers, and the data input is priceless for you. No matter what your industry is, you can easily create a quick quiz to solicit information from your customer base. If your industry is fashion retail, you could help your shoppers plan outfits by identifying their personal styles and selecting pieces they like. If you work in beauty and skincare, you could ask your customers about their skin type and concerns with the goal of recommending the right products or beauty regimen as the result of the quiz. 

What’s the setup?

You have a wide array of options for setting up a quiz. It’s up to you what solution to use; however, you must be able to add JavaScript to the quiz to have the ability to act on the data in Zaius.

To show you how feasible this smart little project is, we created our own quiz. In our example, we used the simplest, least technically involved way to set up a quick, two-question quiz that would allow us to collect valuable data about our customers: We created new pages on our Shopify store and added the HTML and JavaScript code directly to the pages.

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For our scenario, we imagined working for a beverage company. Our quiz, “What’s your summer drink?” will give visitors a beverage recommendation based on their choices in the quiz. The end goal is to create segments based on the selections our visitors made.

What are the steps?

Let’s talk about the steps involved in setting up this quiz. 

1. Create the quiz in Shopify

As we mentioned earlier, we created the quiz on our Shopify store; a new page for each question. For our two-question quiz, that had four beverage recommendations at the end, we ended up with seven pages in total. Each answer option on a page linked to a follow-up page. 

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An important step here was identifying the data types we intended to collect from our visitors. In our quiz, we wanted to know about their drink and flavor preferences. The first question asked whether they preferred tea to soda. The follow-up questions focused on the flavors they enjoyed: sweet vs. unsweet for tea or traditional vs. exotic for soda.

2. Set up new fields for the quiz in Zaius

Keep in mind that Zaius can only collect data if the corresponding fields exist. So, next, we created two event fields, Quiz Answer and Quiz Question, under Account Settings > Objects & Fields. We copied and saved the field names for later, as we would use them for our JavaScript tags.

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3. Add snippets for sending tag events to Zaius

We added our JavaScript snippets below the zaius.event('pageview'); line on each quiz page. (If it doesn’t exist on the page, copy and paste the JavaScript SDK snippet you see in the Integrations page, under the JavaScript Tag tile, in your Zaius account.)

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For the first page of the quiz, we added a snippet flagging that the visitor started the quiz:

zaius.event("quiz", {action: "start"});

On our two follow-up pages, we were collecting:

  • the event that the visitor answered the previous question: action: "answer"

  • that they selected a value for their preferred Drink Type: quiz_question:"drink_type",quiz_answer:"soda

The final pages of the quiz, containing our drink recommendations, had code snippets that signaled that the visitor completed the quiz:  zaius.event("quiz", {action: "answer",quiz_question:"drink_flavor",quiz_answer:"traditional"});

zaius.event("quiz", {action: "complete"});


4. Go live with the pages and test

After completing our quiz on the live pages, we waited 15 mins for the data to populate into Zaius, then created a new report with Event Type and Event Action added to the columns to see our quiz start, answer, and complete events. Then we added additional columns for Quiz Question and Quiz Answer to see what responses we received.

Quiz events
Our quiz/start, quiz/answer, and quiz/complete events
Screen Shot 2020 08 06 at 8.53.40 AM
Our quiz/answer events with additional columns for Quiz Question and Quiz Answer to reveal what data we received

5. Create filters to use in segmentation

We created new filters for the three quiz event types: start, answer, and complete.

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We then used these filters to create segments of people based on their quiz completion status, their drink type, and drink flavor preferences.

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What’s next?

With the quiz data available in our account, there are numerous actions we can take:

  • Follow up with our known customers to either thank them for completing our quiz or encourage them to complete it (if they abandoned it before finishing). We could even send discount offers for the type of beverage we recommended them at the end of the quiz. 
  • Launch new campaigns that target our customers based on their drink type and flavor preferences. We can personalize our content, including our beverage recommendations, based on the answers they provided in the quiz. 
  • Consider the percentage of tea vs. soda drinkers when developing new products to predict how much interest our customers are likely to show.

This article originally appeared in the Zaius blog and has been published here with permission.

About the author

Steve Hutt

Steve has entrepreneurship in his DNA. In the early days of online commerce, he achieved Power Seller status at eBay, which then propelled him to become a founding partner of VisionPros.com, a contact lens, and eyewear retailer. After a successful exit from his startup, he embarked on his next journey into agency work in e-commerce and digital strategy.

Currently, Steve is part of the Merchant Success Team at Shopify Plus, where he is a Strategic Advisor helping brands continue to grow and scale with the Shopify Commerce Platform.

To maintain a competitive edge and life of learning mantra, Steve also hosts and produces a top-rated weekly podcast show, eCommerce Fastlane, where he interviews Shopify partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, to help Shopify brands build and scale lifetime customer loyalty.