How a simple questionnaire like Brooklinen's can guide customers to the right product

If you want to make the buying process easier for your customers and help them find the product that best suits their needs, take a look at how Brooklinen uses a simple questionnaire to guide customers to the right product.


Behind Brooklinen we find Vicki and Rich Fulop, husband and wife, who together decided to launch a startup that offers bedding and home accessories at more affordable prices. The idea for this marriage arose after a stay in a hotel, where they were delighted with the luxury sheets, and when they returned from vacation they tried to buy the sheets from their hotel but saw that luxury bedding was unaffordable for many pockets ($800 for a set of sheets). Without any experience in the sector, they decided to get down to business and in 2014 they launched Brooklinen through Kickstarter. And now almost 6 years later, they offer a wide variety of products to their customers, from sheets to a line of baby and toddler bedding, bathrobes and even shower curtains.




Home furniture

How does it work?

When you access the main page of Brooklinen, if you go down to the middle of the page, you will see a blue box that says “Not sure where to start? Take the quiz”.

Many times, when we enter an online store for the first time, and we do not know where to start, either because it is an e-commerce with a very large product catalog, because we do not know, for example, what size of the item we need or for any other reason, We find this type of questionnaire very useful, in which, once completed, they show you the products that best suit what you need, facilitating the purchase and improving your customer experience.

To get started with the quiz, it's as simple as hitting the “TAKE THE QUIZ” button. Brooklinen Recommendation Quiz - Button to start the Brooklinen Discovery Quiz. With this questionnaire, you can offer customers a better shopping experience as well as a more personalized one.

Once you click on that button, a new page opens where we can begin to answer the questions that will guide us to the products we need.

The first step in this case is “Choose a product”. Brooklinen needs to know what you're looking to buy, and shows you the different types of items it sells in its online store.

Brooklinen Recommendation Questionnaire, Step 1 - First step of the Brooklinen Product Recommendation Questionnaire. Choose the type of product that you intend to buy among all those offered in your online store.

Imagine that we select “Towels” (Towels). Once selected, we go to the next step, which in this case, is to choose the weight of the towel, again giving you different options, based on the different types of towels offered on its page, it also highlights which are the best sellers among Your clients. We select “Super-Plush” and go to the last step.

Brooklinen Recommendation Questionnaire, Step 2 - Second step of the Brooklinen Product Recommendation Questionnaire. After choosing the type of product, in this case "Towels" you have to choose the weight of the towel.

In this last step, Brooklinen shows the different packages it offers based on the answers you have given in the previous steps. If you click on any of those packages, it sends you to the page of the product itself so that you can finally make the purchase.

Brooklinen recommendation questionnaire, Step 3 - After choosing the weight of the towel, you will see the different products that meet the requirements that you have marked throughout the questionnaire.

In short, these types of questionnaires are used to offer a better shopping experience for the customer, as well as a more personalized one. As we have seen with this example, once the questionnaire is completed, it shows products that the customer is likely to be willing to buy, which increases the chances of closing a sale.

What is it for?

Return Rate - RR

It helps to decrease the RR (Refund/Return Rate). This is something very positive since product returns are a big problem for online stores, which represent a very high cost for the business.

The most common reason customers return items is that the products they purchased are not what they thought they needed.

In a digital environment, where shoppers can't feel, touch, or taste products, it's highly dependent on product descriptions being as detailed as possible. But that's not enough to reduce product return rates, which is why these types of questionnaires are so useful, as they help build trust and reassure customers that the product they are ultimately buying is the right one for them.

Conversion rate - CR

The questionnaires also help to increase the CR (Conversion Rate), because they make the purchase process easier and guide the customer towards the products that best suit their needs, just by answering a series of questions.

Product recommendation questionnaires are very useful since they improve the customer's shopping experience by making it more personalized, they also offer a more fun and interactive way to engage the audience, making them convert into customers by offering them products tailored to their preferences. .

In addition, if your business has a wide catalog of products, using this type of questionnaire makes it easier for the customer to find the product they are looking for and need without getting lost among a lot of products, which ultimately translates into an increase in sales and therefore in sales. the conversion rate.

How can you apply it in your ecommerce?

Example 1

If you have an online store that sells face creams, you could also make use of product recommendation questionnaires. As? Well, very simple! You could ask things like:

  • What type of skin do they have? If you have oily, dry, combination skin, with imperfections...
  • What time of day do you want it for (day cream, night cream, both...)
  • The age range of the client, to show him an anti-aging cream or another type of moisturizing cream.
  • If you have any type of allergy or skin sensitivity.

At the end of the questionnaire, you would show them the products that you think might work best for their specific case.

As we have already mentioned, thanks to using questionnaires like these you could offer a more personalized user experience, since you recommend the products that best suit their needs, which usually translates into higher sales.

Example 2

Now let's imagine that you have an online store where you sell women's underwear, specifically bras.

With so many bras to choose from, finding the perfect bra can be a complicated and frustrating process. For this reason, having a small questionnaire on your page through which to guide the user to the product they need would also be very useful.

You could ask questions related to the following:

  • What size is the bra that you use on a day-to-day basis that best suits them, the size of the torso and the cup.
  • What brand is the bra you usually wear?
  • If you prefer a bra with or without padding
  • Colors they usually wear

These are just a few examples of the type of questions you could ask the user of your online bra store, to finally offer the product they really need.

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