Challenge
Our challenge was to present a complex modular product (a golf simulator). Breaking it down into components in a way that, on the one hand, would allow the buyer/user to understand the product as simply and clearly as possible (easily complete a test without losing interest in purchasing), while on the other, our client would receive useful data on user behavior and their needs.
Our related goals, naturally, included increasing conversion, lead generation, data collection, personalization, and upsells: qualification, identification, categorization, user segmentation.
Solution
Our team developed a custom SFRA cartridge - a quiz for purchasing a golf simulator and equipment. The quiz makes product selection transparent for users, while also collecting important data for the client.
- Custom SFRA Cartridge: Commerce Cloud doesn't include quiz templates, so we had to develop everything from scratch. ISML templates + client-side JavaScript components for a mobile, progressive, multi-step user interface.
- Interactive Quiz Interface: We developed an optimized responsive interface for mobile and desktop devices; it features a step-by-step quiz interface with the ability to answer only one question at a time. This reduces complexity and more effectively engages users in completing the quiz.
- Question Branching and Recommendation System: Question branching logic, recommendations (more specific new questions based on previous answers) for easy user segmentation. Technically, this is a deterministic JSON decision table/service module managing conditional questions and comparisons.
- State Persistence and Lead Processing: We used a custom QuizResult object and client attributes to store answers, the calculated level, and a minimal amount of personal data. We implemented consent and flagged high-intent leads for priority routing.
- Personalization and Merchandising: Quiz Signaling was implemented in Einstein for personalization of PDPs and recommended bundles; built-in example product cards are displayed at stages.
- Custom Catalog Results Page: Displays recommended simulator bundles and products that match these bundles. Displays specific price ranges, recommendations, and justifications.
- Administration and Setup: We developed an admin panel; the Business Manager UI/configuration files were used to edit questions, rule weights, and bundle mapping.
- Analytics Hooks and Event Tracking: We created step/start/completion events and calls to action (GA4/Analytics Cloud); Provision for qualified leads to Salesforce CRM and Marketing Cloud.
Impact
By launching the quiz, we achieved clear sales funnel segmentation. We improved lead qualification: combined responses create a profile with a high signal strength. We also significantly improved our intent data collection.
Grinteq created a user-friendly interface that reduces uncertainty for customers, increases average order value by displaying relevant bundles, and improves store traffic by matching online searches with product availability in local stores.
