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Thought Leadership & Enablement
November 10, 2022

How to Build the Best Landing Page to compliment your Product Match Quiz

You’ve taken the first step in creating a clear path to purchase for your customers. Congratulations! You are well on your way to being a personalization guru. As marketers, we know how important it is to think through the entire customer journey, and there’s no exception when it comes to the journey through a product match quiz.

Brittany Gulla
Director of Growth Marketing

Creating a landing page that is both effective and compliments your product match quiz can be key to driving conversions and generating leads. By following a few simple steps, you can create a landing page that is sure to grab attention and result in more customers for your business. Keep reading to learn how to build the best landing page for your product match quiz.

Historically, the two main types of landing pages are:

In terms of structure, landing webpages usually serve one of two functions. These forms of pages are often called “lead generation” pages or “lead capture pages”. They concentrate on gathering lead information. Luckily for you though, you are already personalization guru because you have a product match quiz for lead generation! Since you are ahead of the game, you can refocus your landing page away from lead generation and point it towards conversions, also known as increased sales.

Two approaches for moving the customer from the quiz to a conversion event

When your customers make it to the final screen of their product match quiz where you have curated a personalized product recommendation for them, we see brands take two approaches. 

  1. The quiz is geared towards consumers who are already familiar with the brand and their products. Since there is already brand affinity and these consumers are ready to purchase right away, brands implement functionality onto the quiz outcome screen that allows the customer to add to cart or make a purchase directly from their quiz. This is a great way to see quick conversions and increase average order value. 
  2. The other approach we see is when the quiz is geared towards prospects, or people that haven’t purchased products yet and brands want to take the opportunity to further enhance the genuine value exchange they are providing with the product recommendation by layering in an element of education. 

How dedicated landing pages can help provide a genuine value exchange through education

When it comes to driving conversions, a dedicated landing page can be your best friend. By providing valuable information and resources upfront, you can create a genuine value exchange that encourages prospects to keep coming back for more.

The key is to focus on education. Prospects are looking for information that will help them understand why the products that you recommended in the quiz are the best ones for their needs. If you can provide that through a landing page, you’ll be well on your way to driving conversions. It’s also important to make sure that this dedicated landing page has a through line for your specific customer and is just as customized and personalized as the quiz itself. 

What Makes a Good Landing Page?

There are many factors that contribute to a landing page's success. However, some key elements include a strong headline, clear and concise copy, convincing images or videos, and a well-designed layout.

Much like your quiz, an outcome landing page should be designed with the user in mind. It should be easy to navigate and understand. The goal is to get the user to take action and make a purchase.

To achieve this, landing pages need to be targeted and relevant. They should offer something of value to the user, and it should be clear why the user needs what you are offering.

It’s important to note that landing pages can serve many different purposes. Among many other use cases, landing pages can act as pure brand awareness assets, they can serve to educate or entertain prospects and customers, or they can serve as a point of purchase for the personalized products that you are recommending to your customers based on the first party data they shared with you in your on-site quiz.

Either way, the point of the landing page is to create a space where prospects and customers can engage with you and you can generate conversions and leads for your business.

How to use your landing page as a conversion tool

Your landing page is one of the most important tools in your conversion arsenal. Here are some tips on how to use it as a conversion tool:

1. Keep it simple. A landing page should be focused on a single goal, as it relates to the information you outlined in your quiz. Too much information on the page can be overwhelming and cause the visitor to lose focus.

2. Make it visually appealing. A landing page should be designed in a way that is visually appealing and easy to navigate. Use images, videos, and other multimedia elements to help break up the text and keep the visitor's attention focused on the page.

3. Use persuasive copy. The copy on your landing page should be designed to persuade the visitor to take the desired action. Use strong headlines, testimonials, and other elements of effective copywriting to increase the chances that the visitor will convert.

4. Include a call to action. A landing page is not effective if it does not include a call to action. The call to action should be clear and visible, and it should be easy for the visitor to take the desired action.

By following these tips, you can use your landing page as an effective conversion tool. By keeping it simple and focused, making it visually appealing, and using persuasive copy, you can increase the chances that visitors will take the desired action

How to enhance your landing page with first party data

When it comes to creating landing pages that house the personalized product recommendations for your customers, you want to focus on enhancing the landing page as a conversion tool and use the first party data from your quiz to personalize the content on your landing page.

For example, if you know that a user is interested in a certain product, you can display relevant information about that product on the landing page. Personalized content can be a great way to improve the user experience on your landing page and increase conversion rates.

Secondly, you can use first party data to segment your users and tailor your marketing messages accordingly. For example, if you have a group of users who are interested in a certain product, you can send them to a different landing page than users interested in other products. Segmenting your users can help you create more effective marketing campaigns and improve your overall results.

By using first party data, you can make your landing page more effective and improve your conversions. Collecting data from users, personalizing content, and segmenting your audience are all great ways to get started.

Landing pages using first party data are advantageous to your business

Creating a landing page with first party data can be advantageous to your business. It allows you to personalize the user experience, which can lead to increased conversion rates. Additionally, using first party data can help you build trust with potential customers. they feel like you understand their needs and are more likely to do business with you as a result. Do you have any tips for creating effective landing pages? Share them with us in the comments below!

Brittany Gulla
Director of Growth Marketing

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