'Find your puzzle match' by StumpCraft
- Mahesh Balakrishnan
- Sep 1
- 3 min read
What we love about this quiz:
StumpCraft Puzzles are heirloom pieces for customers with an appreciation for art and beautiful design, and those who enjoy or are open to challenging puzzles. The prices also reflect the quality of the workmanship that goes into designing the puzzles. An interactive quiz for a brand like this ideally serves a few purposes: (i) showcases the brand ethos and quality of products so shoppers are partially bought in before getting to the result page (ii) reduces the friction to finding a good match than standard filters (iii) provides rich zero party data to personalize follow-up. StumpCraft's quiz launched recently addressing many of these goals and we are excited to see the numbers and how the quiz evolves as they continue to iterate.
Quiz Placement
First time visitors to StumpCraft's store see a CTA "Take the Puzzle Picker Quiz" at the bottom left of the home page. This is a good start but we would highly recommend including the quiz under the NAV menu and leaving it place for all repeat visitors given the many branches built into it (more on that below).
Quiz Design
Questions
The quiz altogether has over 20 questions but no individual quiz taker sees more than 9 questions including an optional email capture question. Visual Quiz Builder's visual set up for logic jumps including an AI prompt to create logic jumps with verbal prompting simplify this process significantly.
Since StumpCraft puzzles are made for connoisseurs of art and puzzles, quiz takers see a different set of product visuals based on how they answer the question on which themes they are interested in.
In further iterations, the quiz can be made more compact by removing questions that don't feed into the recommendations. In certain cases, merchants include these questions to collect valuable customer data through VQB's Analytics and to leverage it in new product introductions and business strategy.
Email Capture
StumpCraft nailed the Email Capture Page. It has a clear incentive (i.e. points in their loyalty program) to share personally identifiable information in the quiz. It also makes email capture optional, which will certainly lead to a few people not sharing their emails but will improve completion and conversion, which are more important benchmarks. While Visual Quiz Builder doesn't have a direct integration to StumpCraft's loyalty app, StumpCraft used the VQB Public API to build a quick integration and add loyalty points in an automated way. StumpCraft also used the recently released inline elements feature to add information on their loyalty plan under the standard subheading in the Email Capture page.
Result Page
The quiz uses a Most Likely Match algorithm (i.e. a scoring algorithm) to recommend no more than 4 products. The Result page is clean and simple yet effective. In addition to displaying the product names and prices, StumpCraft chose to display two product metafields that indicated the difficulty level and puzzle size.
Follow-up Marketing
Using Visual Quiz Builder's integration with Klaviyo, StumpCraft sends quiz takers a product recommendation email along with an offer to bundle and save.
But StumpCraft has just scratched the surface. Armed with zero-party data such as what puzzle themes shoppers like and the occasion for which they are shopping, the possibilities to personalize marketing when there is a new product introduction or sale are limitless.
So…what are you waiting for?