Hey everyone, Scott Austin here. And for this week's episode, I want to talk about quiz funnels, but I don't have a lot of experience with

quiz funnels. I have a couple of customers that have done it, but I'm definitely not an expert. So for this episode, I called in an expert on quiz funnels so he can share his information and knowledge about quiz funnels and make us all smarter about the topic.

so today we have Dillon Lamb from Army rank. Hello, Dillon. How are you today? Can you tell us a little bit about your experience at your agency with Quiz Funnel, so that we know that you're the expert? We only need to be talking to.

So you said it boosted conversion by 50%. 500,

that. That is powerful. I'm super excited to get into it a little bit more. So for those who don't understand that are listening right now, can you explain what quiz funnels are and how they integrate into it? ECommerce experience?

And that's prime. Like priming the pump. Not prime like Amazon Prime. Correct? Exactly. You got to be clear about that. So can you illustrate that with an example of, you know, come up with a random brand or, you know, product type and explain how they would use a quiz funnel, what that quiz would look like for that scenario.

So in our example here, we're talking about the hair care product. You said it's best to start with the goal of the quiz funnel. What is the goal in this, you know, example that we're just hypothesize ING through?

You know.

Yeah. I like because you started off saying. Well, one of our goals in this hypothetical situation is to build our expertise. And I was like, how are you going to do that? And I was thinking, you're going to be talking to them. But what I love and your answer is the exact opposite. It's the questions you ask. And the fact that you're listening to them is how you're establishing your expertise, because you know the questions to ask them, right?

I now have light bulbs going off. I now understand when you what you mean when you said one of our goals is to establish our expertise in the space. And then the other goal is to, you know, improve conversion. So I assume at the end of your funnel, you're giving them a personalized recommendation of a hair care regime or a specific product that based on their answers, is the best one for them from your options.

Right? Now, how do you measure? You know, you said a 50% lift in conversion as one example. What metrics are you looking at in your quiz funnels and as you're measuring performance?

That's a lot of, I didn't realize you were actually measuring each question's conversion. Do they go from step two to 3 to 4? That's. That's a lot of work there. But I'm sure it pays off in the end. How much? Changing of your quiz do you do once you start launching it and testing it? Is there a lot of, you know, iteration from that data to get to the perfect optimized quiz?

To.

Go.

Yep. Yep. That makes sense. So in in Shopify ecosystem, which is, you know what our podcast is focused on are there I'm sure there's multiple quiz apps. Is there a preferred one you have or are there different things people should be thinking about when making that app decision for themselves?

Does Typeform have a native Shopify app? Okay.

Yep, yep. Makes sense. So if we use Typeform, we install and we embed into our page. How are you getting people to the quiz? Is it engaging people on your site already, or is it using the quiz to, you know, have a call to action on social or on an ad, you know? How do you get people into your quiz funnel?

So there's a lot of good information in. The first one that I love was the fact that Facebook or display ads, those are less qualified users, and they have short attention span, so it's really not as effective. But the keyword ads on Bing in Google, they've already expressed intent in this topic, so they're more engaged and a much better conversion.

I'm surprised by that. The second you said it was like, oh yeah, that does make sense. I didn't think of that intuitively. That Facebook wouldn't be the best source of traffic. And then, of course, you know your existing customer base with email. That totally makes sense. Also, are there any like, tips or tricks to engage when when you should engage customers on your own website, as opposed to bringing them to your website through the ads?

You know, wait till they get confused? Or do we do it front and center when they show up on the site?

So you're doing that. So I use Klaviyo for most of my Shopify stores,

so I could easily in klaviyo have a pop up form that's triggered after X number of seconds or an exit intent or both, right, kind of thing. And instead of saying collect email, I could say, hey, do you want to get personalized advice or information from us?

Take our quiz and then take them to that type form landing page that I have to to get them through the quiz? Is that is that how you would do it?

That's interesting.

Is, It's surprising to me that you move the email collection forward. Once again, the second you say it, it makes sense why you do that. It's just. I wouldn't have thought of that originally. Is there a way that you message give us your email so that they're more likely to give us their email?

Yep. Yep.

Yeah. Yeah. And just a note for our audience here. Right. So you're in UK, so you're you're having your customers tick the box here in the United States. We let them untick the box. Right. We haven't checked by default. And let them opt out if they want to. Just because your laws are a little stricter over there than ours over here.

The check out Tool box app will help you provide your customers a richer and more customized experience in your store. This will reduce customer friction and increase store conversion. This app helps you create quantity breaks. Quantity breaks are a pricing strategy where the price of a product decreases as the quantity purchased increases. This approach incentivizes customers to buy more items by offering a discount based on the number of units they buy.

It's a common tactic used in Shopify stores to increase the average order value and move more inventory. For example, a store might sell a product for $10 each, but if a customer buys five or more, the price might drop to $9 per unit. If they buy ten or more. The price might further reduce to $8 per unit. This tiered pricing structure encourages customers to buy in larger quantities to avail themselves of the discounts.

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So add the Checkout Toolbox app to your store today and get started offering a richer checkout experience.

So are there times or times or, you know, brands, are there brands or times that should use, you know, quizzes? And are there times where in brands where they shouldn't use or is it one of those. It works, you know, from bicycles to haircare and everything in between? Or have you had experiences where quizzes just don't work for this situation or this brand?

Yeah. It's fake. Is a. This morning. What I'm working on for a client is I'm putting together. We're we're rolling out subscriptions in their store. And we don't want to do subscriptions under $70 because we want to give a deep discount on it kind of things. We want the price point we are. So I'm making bundles today, three different bundles of their products.

And they sell snacks. Right. And I can see a quiz which is like, hey, buy one of our subscription boxes, take our quiz to see which one is right for you. Like to me, that's probably a pretty good scenario where we should ask him three questions, you know? Do you like this, that, or the other thing in your snacks?

And from that we tell them, oh, this subscription box is the right one for you.

You know.

Yeah. I'm working on five different supplemental websites right now, and we are totally constrained by that. We can't give advice, in our marketing and merchandizing on the site, which is a fun challenge to work within. So when I'm building out these quizzes, you know, I'm thinking about a list of best practices and you've you've given a couple like, one is, you know, not too many questions, but not too few.

So like, what's the what's the range? It sounds like 3 to 7 questions is the right range from what you've said so far. Would that be accurate?

And as you're building out that questions and coming up with the outcomes, how many outcomes would be a large set of outcomes, like, you know, it's just, you know, use your haircare. Let's say there's, like, is 27 different outcomes. You know, the normal is that too many? You know, how how do we keep the scope controllable on both sides for the customer and for the store staff?

Yeah. That's the outcomes that I mean, like, you know, your different

options that you're going to present to customers in the end,

you

know.

Okay. Because I have clients, they have, you know, literally 50,000 products in their catalog.

And just in towels, for example, they probably have, you know, 1200 if not 5000 different towels. But we could you could create a quiz that could take them and consider that whole set of towels. Or is.

Yep, yep. Now, getting a little bit technical between the Typeform integration on a Shopify store, you know, you'd mentioned that we're building a score based on their answers. How does that score get translated to a recommendation that we take them to in the Shopify experience?

Yeah. It's. You've got a lot of complexity going on there. If you're exporting data manually, you get Zapier in every step along the way, pivot tables and all that kind of stuff. Not that that's the wrong way to do it. It's just, you know, as you said earlier, right? This is a three month project at least to get it done.

Right. What sort of volume or spend are brands putting behind a quiz effort to get the right return for all the investment in money and time and energy to set all these up?

In four years. Is this significance? Is it 400 users per month for the quiz? Or is there a number you have about the volume that you really need to get good data?

To. That's at the bottom of your your quiz funnel 100. And then you can work the math up on how many will have to start, and then how many you've got to drive from. How are you driving traffic to it? Okay. It's still a lot of traffic. And that's which makes sense because you're doing a lot of effort.

There's a lot of work in this to to optimize them. It sounds like to get them to be really effective.

Are there any other, best practices about quizzes that we haven't talked about that you want to cover?

I cannot, agree with you more about the bad images. And that's across the whole store. I'm starting to see a lot of backlash from, you know, my clients, customers on AI images, and, you know, not good stock and stuff like that. The quality bar for images is, is going up over time, and that is for sure, because it's so easy to come up with so many AI images that people are getting a little sick and tired of them.

If they're not as relevant or accurate to what's being portrayed.

Any other, best practices? It's been good so far.

Yeah. Yeah. For those who don't know, they're listening. Microsoft Clarity. You know, you had mentioned Hotjar there. Microsoft Clarity is just like hotjar. A lot of people I've heard of Hotjar on the Shopify ecosystem. The Microsoft Clarity one is actually a free service at all levels, which is kind of nice about them. It's a little bit more work to implement because they don't have an app inside of Shopify, but it's not that hard to implement, and it's really valuable information.

Well, this has been a great conversation. I really appreciate you sharing your knowledge. If people want to get in touch with you, what is the best way for them to do that?

Sounds good. I'll put links to both of those in the show notes for people that one reach out to you. I appreciate your time today. Thank you very much.