How to Collect, Analyze, and Use Engagement Data to Better Understand and Convert Customers

The more data you collect as a Shopify store owner, the more insight you have into customer needs, preferences, and frustrations. Analyzing this data and taking action on the insights gained can improve the customer experience and boost conversions.

Engagement data is one type of data you should be collecting for your store. 

We explain what engagement data is, explore different types of customer engagement data, and explain how to collect and use it. 

What Is Engagement Data?

Engagement data is the information collected when users interact with your brand, website, and marketing materials. It includes qualitative data, like comments and reviews from users, and quantitative data, like clicks, shares, likes, and bounce rate.

In quiz marketing, engagement data relates to engagement with your quiz, product recommendations, and any follow-up marketing. Use this to make meaningful improvements to your quiz, marketing campaigns, and sales.

How to Collect Engagement Data

Collect customer engagement data with a product quiz thanks to:

• Built-in Analytics Tool: The best quiz builder software comes with built-in analytics. Visual Quiz Builder collects and presents quiz insights via a user-friendly dashboard, so shop owners can easily track their quiz marketing performance.

  
  

• Google Analytics: Use Google Analytics to track quiz page traffic, time spent on the quiz page, and referral traffic.

  
  

• CRM and Marketing Tools: Use tools like Klaviyo and Omnisend to track the performance of email and SMS campaigns targeted at quiz takers.

  
  

• Social Media Analytics: Use social media analytics to track quiz engagement and shares on platforms like Facebook, X, and Instagram.
  

Types of Engagement Data Provided by a Product Quiz

Now you know how to gather your audience engagement data, let’s look at the types of data you should be looking to collect. Tracking the right quiz metrics helps you measure the success of your quiz campaign and make data-driven customer engagement improvements.

Here are the primary types of engagement data from a product quiz.

User Interaction Data

User interaction data includes the following:

• Click-through rates (CTR) on quiz start buttons: This metric tells you if your quiz marketing campaigns and website calls to action are engaging enough, and if they’re persuading customers to launch the quiz. 
  

• Quiz started rate: This is the percentage of users who answer at least one question. This can be compared to the quiz completion rate to judge how many people abandon the quiz.
  

• Quiz completion rate: This is the percentage of users who finish the quiz. A low quiz completion rate may indicate user disengagement or reluctance to share personal data in exchange for results.
  

• Email share and marketing opt-in rates: The first metrics is the percentage of users who provide an email address at the end of the quiz, and the second the percentage of users who agree to receiving marketing emails.
  

• Navigation behavior: This data tells you if users go back to change their answers or abandon the quiz mid-way. It helps identify points of friction in your quiz.
  

Recommendation Engagement

Once your quiz takers have completed the quiz, use the following metrics to track the success of your results page and recommendations.

• Conversion rate from recommendations: This is a clear indication of quiz return on investment (ROI). High conversion rates illustrate that your quiz is an effective marketing and sales tool.

  
  

• Delayed conversion rate: Not all quiz takers make a purchase immediately. This metric allows you to track how many go on to buy a product a week or month after taking the quiz.

  
  

• Quiz completion attributed revenue: The total revenue generated through orders (both immediate and delayed) from customers who complete the quiz. This helps calculate quiz ROI and demonstrate its long-term impact on sales.
  

• Quiz taker average order value (AOV): The AOV of a quiz taker who places an order after completing the quiz. Track both immediate and delayed orders, as customers may convert later or make multiple purchases. Use retargeting and cross-selling to increase AOV.
  

Behavioral Segmentation

• New vs. returning users: This metric tracks repeat engagement.
  

• Drop-off rate: This is the percentage of users who start but don’t finish the quiz. A high drop-off rate suggests your quiz may have too many questions or unclear and irrelevant questions.
  

• Drop-off questions: These are the questions at which users choose to leave the quiz. If lots of users drop off at the same point, it suggests you need to refine your questions and answer options to improve customer engagement.
  

• Most popular answers: This shows what percentage of quiz takers selected each answer option for a given question, in the form of a pie chart. This helps identify customer preferences and build target avatars for your marketing efforts.
  

• Device/browser usage: Ensure the quiz works perfectly across customers’ preferred devices and browsers. This metric helps you optimize for technical performance.

How to Use Engagement Data in Your Shopify Sales Strategy

Once you’ve collected quiz engagement data, use it as part of your Shopify sales strategy to hone your product quiz, increase engagement and customer loyalty, and drive more sales.

Sales and Conversion Optimization

Used in the right way, your audience engagement data is a powerful tool for sales and conversions.

• Segment your audience: Use your quiz data to segment your audience, categorizing them by needs, pain points, product preferences, or stage in the customer journey. This is a foundation for advanced sales and marketing practices.
  

• Retarget abandoned users based on quiz stage: Not everyone who takes your quiz converts right away. Use behavioral data to retarget users who dropped off mid-quiz or fail to complete checkout. Run retargeting ads or email campaigns tailored to the point in the quiz they reached and guide them to pick up where they left off.
  

• Drive upsells and cross-sells with intent data: When you understand what your audience is thinking, it’s easier to put the right products in front of them. Use audience engagement data to implement effective upselling and cross-selling strategies, encouraging customers to spend more with your store.
  

Personalization

Use customer preferences and behaviors to personalize their experience across your website and marketing materials, driving loyalty in the process. 

• Tailor future marketing: Segment your audience then create tailored marketing campaigns, suited to each segment. This ensures customers see the most relevant message at exactly the right time, improving marketing success.
  

• Personalize product suggestions: Use product quiz response data to personalize product suggestions in follow-up emails. Create personalized product bundles based on a customer’s needs.
  

• Customize the site experience: Personalized website content can improve conversion rates. Use audience engagement data to adjust homepage banners or featured products and to show targeted pop-ups and incentives to give hesitant shoppers the nudge they need.
  

A/B testing

Audience engagement data provides the insights needed to hone your product recommendation quiz. Identify points of friction, questions that cause confusion, and quiz CTAs that don’t convert.

Use A/B testing to create two versions of your quiz. Write variations on product quiz questions, play around with design, or adjust the layout of your results page. Then, view engagement data for each version. See which flow yields better engagement and conversions before using this version of the quiz going forward.  

Product Development

Quiz data can help to improve the foundations of your business. By offering insight into customer needs, it can shape your product development strategy.

Audience engagement data can reveal:

• Demand trends: The products customers are particularly interested in right now.

• Unmet needs: The pain points that your products can’t currently address.

• Inventory issues: The items within your inventory that you have too much or too little of.

Use this knowledge to expand product lines and adjust product messaging to address the specific concerns of your audience, boosting customer experience and sales in the process.

Collect Engagement Data with Visual Quiz Builder

Visual Quiz Builder gives you all the tools you need to build, launch, and measure the success of a product recommendation quiz.

Via the VQB platform, it’s easy to create a branded quiz for your Shopify store. Add questions and answer options, customize the appearance of your quiz, and use intelligent AI tools to suggest recommended products.

Once your quiz is live, collect rich zero-party data that gives insight into your customer engagement. Use that data to improve your quiz and create personalized marketing campaigns, with the help of in-depth integrations with marketing software like Meta, Klaviyo, and Omnisend.

Want to add a product recommendation quiz to your Shopify store? Build your first quiz today with a free trial of VQB.

FAQs

What is customer engagement data?

Customer engagement data is information that shows how customers interact with your brand online, such as clicks, purchases, time spent on site, and social media activity. 

Use it to identify customer preferences and measure the quality of the user experience. You can then adjust your digital marketing efforts accordingly, ultimately boosting customer satisfaction, loyalty, and your company’s long-term growth.

What is customer engagement analytics?

Customer engagement analytics is the process of collecting and analyzing data on how customers interact with your brand to understand behavior, improve experiences, and drive business growth.

For example, a beauty brand might use customer engagement analytics to identify the most selected answers on their product quiz. If 80% of quiz takers say they have sensitive skin, then that beauty brand can safely create a marketing campaign tailored specifically to an audience with skin sensitivities. As the campaign speak to the customer’s needs, these shoppers are more likely to convert.

How do you measure customer engagement?

Customer engagement can be measured with Google Analytics, CMR marketing tools, social media analytics, and built-in analytic tools, like Visual Quiz Builder’s in-platform analytics.

Identify your customer engagement KPIs, then use the above tools to track progress towards those goals. We recommend having target benchmarks and comparing growth both quarter-on-quarter and year-on-year.