Key Takeaway
Implementing a customized quiz on the automotive paint e-commerce platform resulted in a 12% increase in the conversion rate and a 10% increase in average revenue per user. This guided decision-making tool helped users navigate PaintScratch's extensive product offerings with ease, reducing friction in the purchase process.
Client Overview
PaintScratch is a leading e-commerce platform for automotive paint refinishing. The platform offers easy-to-apply paint options for minor repairs on a wide range of vehicles. Serving both individual and commercial customers, PaintScratch offers an extensive catalog of over 100,000 custom automotive paint colors, backed by a color-match guarantee.
Opportunity Background
We discovered that numerous users were experiencing decision paralysis on PaintScratch's product pages, where the abundance of product options contributed to high bounce rates. The research revealed that users often felt overwhelmed by the volume of choices and did not clearly understand what they needed to solve their problem. This insight highlighted an opportunity to improve the user experience by simplifying the selection process and providing personalized options that addressed their specific problem.
Solution
Based on research, we hypothesized that a problem-based quiz would help users narrow down their options and lead to more informed, confident purchase decisions. To test this, we made some changes to the product listing page:
- Product Selection Guide:We increased the visibility of the Product Selection Guide block to improve engagement with this element.
- Interactive Quiz:We placed a quiz at the top of the product page. This quiz used targeted questions about the user's problem to help them identify their specific needs and focus on the most relevant paint options.
- Personalized Recommendations:After completing the quiz, users were presented with customized product recommendations based on their answers. This approach was designed to simplify the selection process by providing relevant options that met their needs.
This interactive quiz improved the decision-making experience and empowered users to make informed choices, addressing the issues of information overload and choice paralysis.
Results
The introduction of the problem-based quiz has resulted in measurable improvements for PaintScratch:
The success of this interactive quiz demonstrates the effectiveness of personalized tools in e-commerce, providing users with tailored guidance that simplifies decision-making and enhances their shopping experience.