Building unique customer experiences can be hard, but we got you covered. There is a lot to consider when building preezie customer journeys. In this guide, we’ll run you through a simple 5 step process that will help you build amazing preezie journeys in minutes!
Review and understand the brand mission, purpose and values.
Review and understand the brand tone of voice. What personality goes with the brand? Looking at socials can help.
Make sure you incorporate the brand mission and tone of voice in the journey:
Is the brand quirky?
Is the brand style more lifestyle, so images may be better then iconography?
Is the brand educational? Should we include educational commentary throughout the journey?
Does the brand have ambassadors we can include in the journey and create a narrative?
Make the journey humanized and even try role playing it and see if it feels like an equivalent in-store experience.
Have we integrated the brand identity into the preezie journey?
Does the brand have shopper personas, segments or missions?
Do the different segments warrant different journeys or language? Example; Guitar Center offers guitars to both new guitarists and experienced guitarists. The language and journeys are very different between the two so they needed to be segmented.
Have we segmented our journeys based on our shopper personas or segments?
Create a sense of ownership and excitement:
Create ownership via endowment and assume they have decided to buy already e.g. “Your new laptop is…” or “What baby seat are you taking home today?”.
Avoid using terms such as “no preference” or “don’t mind” as options. Rather use terms like “I’m open”, “Surprise me” or “Just give me the best”.
Have we created endowment?
Have we avoided words like “no preference” or “don’t mind”?
Deliver a seamless question flow:
Start and end the journey with excitement and inspiration. Serial-position effect means people remember the first and last things they see. Start with a question that is based around segmentation and personalization.
End with a question that is also exciting and inspiration but if possible includes something easily recognizable. For example, in Guitars colors are important. The last question could be “What color are you rocking?”. Its inspirational, personable and when the results show “red” guitars its recognizable as you selected I want a “red” guitar.
Any technical or standard questions like cost, size and budget should go towards the middle of the journey.
Ensure you ask enough questions to get amazing results. Don’t worry too much about the length of the journeys. Some customers have completion rates over 95% and their journeys have 13+ questions. Try to ensure the journey makes sense, flows nicely and provides you with the data you want white providing great product suggestions. The average preezie journey has between 6 - 10 questions.
Use the right balance of answer options:
Too many answer options can get confusing and draining. Try your best to make answers sit on 1 or 2 lines on desktop.
Make sure any instructions, for example ‘choose all that apply’ are clear in the subtitle text.
Is the first question the most inspirational, segmented and exciting?
Can the results be recognized from the last question, either from product image, title or copy on the results page?
Are the results great recommendations?
Does the journey feel natural and does it flow nicely?
Does the journey feel too short or too long?
Are you capturing all the data you need to create amazing profiles (size, preferences, location, etc.)?
Is price and budget even a consideration? Do you need to ask it?
How does your brand talk about price and budget? Is it an investment, etc.?
How important is the budget, is it something more strict or rather a preference?
Is there an opportunity to convey price in qualitative terms e.g. “High quality at a affordable price” or “just give me the best”.
Do you need to ask a budget question?
Does your budget question reflect your brand's tone of voice?
If possible, did you make the budget qualitative?
Read our research on “The behavioral psychology of guided conversion” here: https://www.preezie.com/hubfs/Behavioural Psychology and preezie.pdf
Or reach out to a preezie Customer Success Manager for help.