Designing a Pricing and Package Recommendation Quiz

Team

Product design lead:
Sara Anderson

Content design lead:
Charla Myers

Product management:
Amy Taron

Engineering:
Tessa Pahkamaa

Design leadership:
Filippo Lovotti

Product leadership:
Brian My

Background

Beginner shoppers struggle to determine which package meets their needs, resulting in low confidence and high friction in the purchase journey. The current quiz, located in the shopping cart, isn't sufficiently addressing this issue. We aim to increase confidence and encourage progression in the purchase journey by providing a more meaningful package recommendation earlier in the process.

Vision

Improve the self-service journey for SMBs by providing beginner shoppers with early guidance on which package to buy through a redesigned package recommendation quiz.

Success criteria

  • Quiz interaction.

  • Increase traffic to the pricing page.

  • Increase conversion.

Design phase

  1. Conduct a pattern audit of personalization quizzes.

  2. Design wireframes with the goal of creating a captivating quiz interface that features dynamic layouts, photography, and various interaction models.

  3. Incorporate additional questions about users' business needs and providing clearer explanations of how choices impact features.

  4. Develop interactive prototypes to simulate the user experience.

NARS lip product quiz

Ipsy beauty subscription quiz

Layout exploration

Incorporating content begins to shape layouts

Incorporating color and photography

Implementation phase

  1. Collaborate with developers to implement the redesigned quiz interface on the pricing page and homepage.

  2. Ensure the design was responsive and accessible across devices.

  3. Rolled out the updated quiz to a subset of users for beta testing.

  4. Monitor user engagement metrics to identify any issues and make necessary adjustments.

Design direction

Results

Despite not achieving statistical significance on downstream metrics, the low click-through rate of less than 2% on the quiz poses a significant challenge in demonstrating its impact. However, visitors who engage with the quiz exhibit notably higher conversion rates and lead generation. While the high completion rate of the quiz suggests relevance to users, the causal relationship between quiz interaction and conversion remains uncertain. Although the quiz may influence additional core actions, the lack of statistical significance raises questions about its effectiveness in driving conversions.

By redesigning the package recommendation quiz and moving it to earlier stages of the purchase journey, we aim to increase user confidence, reduce friction, and ultimately drive higher conversions, aligning with Zendesk's goal of improving the self-service journey for SMBs.

Next steps

Pause the experiment but retain the quiz for future iterations, acknowledging its potential to address a genuine customer issue. To refine its effectiveness, iterations are planned, including testing the quiz on web pages beyond pricing. Specifically, the web team will explore leveraging the quiz in email campaigns and consider alternative placements such as the personalized service page, home page, and Zendesk help widget.

Post-mortem evaluation

  • Despite not reaching statistical significance on downstream metrics, users interacting with the quiz showed a higher propensity to convert. The quiz had a promising completion rate, indicating relevance to users.

  • Decision to pause the experiment but keep the quiz intact for future iterations.

  • Explore potential new locations for the quiz, such as personalized service pages and the home page.

  • Plans to leverage the quiz in email campaigns to further engage users.