The Buyer Journey: From Landing Page to Checkout
Posted: Thu Feb 06, 2025 10:10 am
To sum up the power of quizzes in the ecommerce customer journey, let’s walk through an example of what the end-to-end experience might look like for a shopper with a skincare brand:
First, the potential customer comes to your site. They see your product offerings, but they aren’t sure what they want to buy—so they click the “Take our skincare quiz” call-to-action on your landing page.
From there, your quiz asks a series of questions to build a profile of the customer and their needs. To offer the best product suggestions, you might ask questions about their skin type, their age range, their budget, or the time they’re willing to devote to a routine. All the while, you’re building that relationship—they’re learning more about you and your offerings, and you’re learning more about them and what they need.
Once they’ve completed the quiz, they’re taken to the results page, which might show a single product, product category, or a curated set of products. They add items to their shopping cart, often spending more italy phone data than they would have without the quiz.
But, says Ben, the journey doesn’t end there. Now, because you’ve taken the time to collect that valuable customer data, you can send personalized follow-ups. They might be as simple as a Facebook message with shipping information or an order receipt, or they might be more elaborate, like a blog post educating them on how to use the eye cream they bought as part of a nightly routine.
The insights you glean from these quizzes not only create a better customer experience, but also inform your marketing campaigns and product focus. For example, skincare company Beauty Bio learned through their quizzes that a specific vertical—people worried about fine lines and wrinkles—were spending a lot more and had a lot more concerns than the company realized. Because they discovered this audience and its receptiveness to certain types of products, they’re now able to develop new products or campaigns specifically tailored to their needs.
The bottom line? Insights are everything—and the ecommerce quiz is an ideal tool to get them.
“The insights are actually probably more important even than the conversions,” says Ben.
Check out the full interview with Ben Parr, as well as conversations with other industry experts, on our Hit Subscribe podcast.
First, the potential customer comes to your site. They see your product offerings, but they aren’t sure what they want to buy—so they click the “Take our skincare quiz” call-to-action on your landing page.
From there, your quiz asks a series of questions to build a profile of the customer and their needs. To offer the best product suggestions, you might ask questions about their skin type, their age range, their budget, or the time they’re willing to devote to a routine. All the while, you’re building that relationship—they’re learning more about you and your offerings, and you’re learning more about them and what they need.
Once they’ve completed the quiz, they’re taken to the results page, which might show a single product, product category, or a curated set of products. They add items to their shopping cart, often spending more italy phone data than they would have without the quiz.
But, says Ben, the journey doesn’t end there. Now, because you’ve taken the time to collect that valuable customer data, you can send personalized follow-ups. They might be as simple as a Facebook message with shipping information or an order receipt, or they might be more elaborate, like a blog post educating them on how to use the eye cream they bought as part of a nightly routine.
The insights you glean from these quizzes not only create a better customer experience, but also inform your marketing campaigns and product focus. For example, skincare company Beauty Bio learned through their quizzes that a specific vertical—people worried about fine lines and wrinkles—were spending a lot more and had a lot more concerns than the company realized. Because they discovered this audience and its receptiveness to certain types of products, they’re now able to develop new products or campaigns specifically tailored to their needs.
The bottom line? Insights are everything—and the ecommerce quiz is an ideal tool to get them.
“The insights are actually probably more important even than the conversions,” says Ben.
Check out the full interview with Ben Parr, as well as conversations with other industry experts, on our Hit Subscribe podcast.