As competition intensifies, and brands look to shift towards recurring revenue, offering the differentiation of a personalized experience and the convenience of subscription are paramount.
Here’s a look at those top 10 subscription brands, and their quiz and onboarding process from Garther:
The quizzes let the brands personalize the shopping experience, while also gathering invaluable data about product preferences that can help product research and future marketing efforts and targeting.
One example of these leading subscription-based DTC is Dollar Shave Club, the men’s grooming products.
Founded in 2011 by Michael Dubin and Mark Levine in response to the founders’ frustrations with the cost of razors.
You may remember their viral launch video:
That video was so popular it crashed Dollar Shave Club’s servers, and generated 12,000 orders in the first 48 hours.
And the company continued to thrive.....eventually selling to Unilever for $1 billion in 2016.
Dollar Shave Club uses a quiz to set up their customer's subscriptions, and learn about their customer profile:
The quiz is 5 questions, to learn about the customer's concerns, habits, hair type, and goals:
Their recommendation page is a highly optimized page designed to streamline checkout.
A few observations of the page that you can use for your own quiz:
Personalize the recommendation based on quiz responses. For example, face wash is included “Because you shave your face”, or the shampoo “Because your hair is straight”.
Customize frequency of delivery: Whether you offer subscriptions or not, knowing a customer's usage habits and the products can be very helpful in knowing when to send replenishment reminders.
Visualize the products: All products are included at the top. Clicking on any of the products will bring up the Description, Details, and of course Benefits. This allows the products to be featured more
prominently (not drowned out by a lot of text), but more detail is easily accessible for those that want to learn more.
Dollar Shave Club’s checkout process is a perfect example of the personalization and convenience that derives from the data gathered in a quiz.
And that is exactly where a quiz, and the customer data gathered during the quiz process, is so valuable. Get started with Prehook’s Free 14 Day Trial now to see how you can do something similar to DSC with your brand.
💥Prehook Feature Updates💥
Here are a few feature updates, in addition to making improvements to the recommendation algorithm, that can help you create a better user experience with your quiz:
🚦 Send paid traffic directly to your quiz: The quiz is a
great hook to offer as a landing page for paid traffic. We now make it easier to send that traffic to a dedicated landing page, and remove the potential distractions of a header or footer navigation. Learn more here.
💱 Dynamically localizes currency: We
💵 Show prices in decimals or not -- good for products with high price tags, where the cents are not as important
