While browsing ecommerce sites recently I noticed several examples of retailers that use questionnaires as a way of delivering product recommendations.
It’s not an approach you see that often, as sites more commonly recommend products using features such as ‘Customers who bought this product also bought’ or ‘Popular products’.
But that doesn’t mean questionnaires aren’t an effective tool. In theory, asking customers for their preferences adds an element of personalisation to the shopping experience and makes the recommendations feel more relevant.
This could in turn lead to higher conversions as the customer feels more confident about their product choice.
But does it work in practice? To find out, I tried out product questionnaires on three very different retail sites…