brooksrunning.com.au

Summary of Why the Funnel Works

• Personalized Recommendations: The funnel culminates in highly specific shoe recommendations, such as “Support” or “Energize,” based on the user’s individual responses. This personalization reinforces the idea that Brooks understands and caters to the user’s unique needs.
• Clear, Reassuring Checkpoints: The funnel includes checkpoints that summarize the user’s choices and reassure them that they are on the right track. This not only helps with user retention but also builds confidence in the final recommendation.
• Consistent Visual Style: The use of consistent visual elements, such as the hand-drawn illustrations and soft color palette, creates a cohesive experience. This helps maintain user engagement as the design is easy on the eyes and contributes to a smooth, uninterrupted flow.
• Emphasis on User Experience: The funnel explicitly asks users how they want their shoes to feel during their runs (“Soft” vs. “Springy”, “Feel” vs. “Float”). This focus on user experience demonstrates that Brooks prioritizes comfort and performance tailored to individual preferences.
• Final Decision Reinforcement: The final stages of the funnel guide the user toward making a confident purchase decision. By summarizing their needs and directing them to specific products, the funnel effectively closes the loop from query to recommendation.
• Encouragement of Account Creation: By prompting users to save their results through account creation, Brooks incentivizes future engagement. This not only helps in maintaining customer loyalty but also enables Brooks to collect valuable data on user preferences.

Business Rationale and Benefits

The Brooks funnel demonstrates a sophisticated understanding of customer needs, which likely drives its choice of an interactive quiz over traditional shoe selection tools. By guiding users through a series of personalized questions, Brooks creates an engaging experience that both educates and reassures the customer. This approach significantly reduces the likelihood of returns, as the user receives a recommendation that is closely aligned with their specific needs.

From a business perspective, the funnel allows Brooks to differentiate itself from competitors by offering a customized experience rather than a generic product search. This personalization increases the perceived value of Brooks’ products, potentially justifying a higher price point and enhancing customer engagement. The funnel also collects valuable data on user preferences, which can be used to refine product offerings and marketing strategies.

Furthermore, by encouraging users to create an account to save their results, Brooks builds a database of engaged customers who are more likely to return for future purchases. This not only enhances customer retention but also provides Brooks with the opportunity to market directly to users based on their specific preferences, increasing the effectiveness of future marketing campaigns.

Impactful Questions and Language Analysis

1. “Which type of shoes do you prefer to run in?”

(Shoe Preference)Direct and Personalized: This question directly addresses the user’s preference between men’s and women’s shoes, allowing Brooks to tailor recommendations based on gender-specific needs. It’s simple but essential for narrowing down the product range.

2. “I want each step to feel:”

(Shoe Impact)Sensory Engagement: By asking users to choose between “Soft” and “Springy,” this question engages the user’s senses and preferences. It’s effective because it directly connects the product’s functionality to the user’s experience during their runs.

3. “When picking a shoe I want to:”

(Shoe Feel)User-Centric Language: This question emphasizes the user’s personal choice between feeling the ground or having a more cushioned experience (“Feel” vs. “Float”). The phrasing makes the decision process personal, enhancing the user’s connection to the final product choice.

Brooks’ funnel is an excellent example of how to leverage interactive, personalized experiences to enhance customer engagement and satisfaction. The thoughtful design and targeted questions lead users to a confident purchase decision, effectively turning a potentially overwhelming selection process into a guided, user-friendly experience.

For more insights into successful funnel designs, you can explore Convincely’s comprehensive database here.