Making mattress shopping fun—one quiz question at a time

You don’t need a lot of market research to know consumers loath mattress shopping. And once they get to the mattress store, they feel overwhelmed and frustrated. How do you help consumers feel prepared, even excited, to mattress shop? Enter the Better Bed Quizzz from the non-profit International Sleep Products Association. Complicating matters, the quiz needed to be brand-agnostic and couldn't say exactly what type of mattress to buy. As the project content lead, I handled the quiz user flows, content design, and oversaw analytics tracking. 

The quiz was such a success, I was able to prepare a microsite for mattress salespeople featuring the results. Consumers felt better prepared to shop. Salespeople had a better idea what consumers wanted in their shopping experience.

TASK​S

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  • Give shoppers confidence in their ability to find a mattress they’ll like

  • Help shoppers figure out their mattress preferences

  • Encourage constructive conversations between customers and salespeople

What I did

  • Created a personalized script for successful mattress shopping—disguised as a quiz

  • Developed the quiz user flows

  • Crafted the quiz content design, including the quiz algorithms to feed into the final quiz results

  • Coordinated content approvals from business stakeholders

  • Oversaw the launch, site implementation, and analytics tracking
     

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RESULTS

Better Bed Quizzz launch stats

  • May 6, 2016 – Oct. 31, 2016 (first six months)

    • Sessions, 68,315; completions, 14,145; bounce rate, 72%

  • May 6, 2016 – May 6, 2018 (first year)

    • Sessions, 85,489; completions, 26,514; bounce rate, 61.39%

  • May 6, 2016 – Dec. 31, 2018

    • Sessions, 156,016; completions, 77,542; bounce rate, 40.58%

Bonus! We were able to use consumer answers from the quiz results to prepare helpful insights for retail mattress sales associates dubbed “The Mini Field Guide to the Mattress Shopper.” 

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