Work & thinkingCase studyShopify
Friction by Design
At Shopify, I proposed a personality quiz that asked people what kind of merchant they wanted to become. Their answers helped determine which landing-page experience they would see.
- Question
- Could an extra step make the path to starting a store more relevant?
- Decision
- Use a personality quiz to understand what someone wanted to build before sending them to a landing page.
- Result
- RecordThe highest session-to-lead conversion rate among the sources tracked for our store-acquisition work at Shopify.
What kind of merchant do you want to be?
A dropshipper and a coffee shop owner have different businesses in mind. The quiz asked people to picture what they wanted to build, then used qualifying questions to guide them toward a relevant landing-page experience.
The quiz was my idea. I wanted people to see themselves starting a business with Shopify. That gave the extra step a purpose: their answers shaped what came next.
The answers had a second use.
We used the quiz responses and defined events to build cohorts for lookalike audiences and audience modeling. That gave us a way to look for more prospective merchants with similar characteristics. UTM tracking also let us see the traffic we sent.
A record for store acquisition.
Our growth team focused on getting people started on the path to opening a Shopify store. Across the sources measured in the attribution system for that work, this campaign recorded the highest session-to-lead conversion rate.
On camera.
I also discussed paid media at Shopify in Meta for Business’s Social Skills series.
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