Background

Wayfair is a growing business and part of growing that business requires attracting new customers. Our marketing channels such as SEO, direct users to Wayfair and provides us with an opportunity to make a connection. Historically, we’ve relied on the gateway, content gateway and the low intent landing experiences to acquire new customers. The purpose of each of these experiences is to acquire new customer email addresses for further communication with the customer and identification.

This project was to build a new acquisition method that is distinctly different from anything existing in order to diversify our methods and attract a slightly different customer base. Particularly, through our social media channels where customers tend to skew a bit younger than our target demographic. After researching the benefits of more interactive marketing content, we chose to pursue a questionnaire experience, Style Quiz.

Over 60% of new customers are acquired through Wayfair’s current landing experiences.

Quick Stats

Gateway

• 60% completion rate

• New customers coming from paid media channels (social, google, display etc.)

Low Intent (LIT)

• 1-3% completion rate

• Direct link to Homepage (i.e. wayfair.com)

Content Gateway

• Very low completion rate

• Low marketing spend/traffic

Customer Benefits

• 10% Off Wayfair Discount Code

• Subscription to Wayfair Promotional Emails & Messaging

• Style-centric personalization on landing and across site
  

Hypothesis

We believe that a style-based questionnaire for users on social media unfamiliar with Wayfair will lead to a better landing experience and more acquisitions.

Results

Although email submission rate didn’t surpass that of our traditional email capture landing experiences, it still garnered positive results making it worth iterating on. Of those who submitted their email, ~95% were high quality leads. Of those leads, 90% clicked through into the Shop the Look experience .

Deliverables

• Competitive Assessment

• User Flow

• Wireframes

• High-Fidelity Interface Mockups

Platform

Web (Mobile Only)

Discover

User Research

During usability testing, we’ve observed users find it difficult to articulate style preferences for their home. Everyone tends to describe themselves as “modern” as a catch-all but this hasn’t always aligned with their shopping history.

We’re heard such sentiments as,

• “I’ll know it when I see it.”

• “I’m not sure what type of chair this is.”

• “My modern doesn’t look like that.”

Users have been much more apt to engage with visuals when describing their style than words. With that in mind, I believed having an image-centric direction would be most engaging.

Conducted an audit of how comparable e-commerce sites leverage questionnaires for email acquisition. Took note of every step, such as questions, transitions, functionality and email capture. This helped to determine best practices for these types of experiences.

Collaborated with cross functional partners, such as Content Strategy, Engineering and Product Management to determine the ideal flow for our quiz to optimize our learnings.

We determined the main goals of this feature were as follows,

For the users…

• Make it clear the benefits of submitting your email through this experience

• Understand the user’s perception of being attributed to a style or style persona

  • Historically, user don’t appreciate being labeled with a style they don’t resonate with, so we should also determine the risk associated with this insight