🔀 How do you determine the order and flow of your guided selling app?

Conversational design your decision aid isn't just about making good questions. It's just about the order of those questions and about keeping the customer interested. A good choice aid creates a flow that takes people by the hand, interacts with them and lets them go a lot wiser at the end. Just like a good offline conversation, in the store.

Order of questions

Have you come up with your good questions? Then consider the best order to set them. We use the example of an imaginary vacation choice aid:

• Start with a question that everyone can answer. This one should be accessible and fun. 'Are you more of a beach hanger or an active vacationer? '
• First, ask questions with few answer options so that customers get in the mood and so that their brain gets used to making choices. The question 'Where do you want to go on vacation?'seems simple, but it is quite complicated because there are many answer options. Instead, think about: 'Would you like to go on vacation outside Europe?'
• Create branches with in-depth questions that you don't want to bother everyone with. 'Do you have children?'If yes, then:'Do you think it's important to have children's entertainment at the hotel?'
• Provide feedback and additional information while answering questions. 'Good to know: where you enjoy breakfast and dinner at half board, you also get lunch at full board. People like you often opt for half board. '

Number of questions in the flow

The classic conversion thinking is that there must be minimal obstacles for a customer to reach the desired end point — buy, buy, buy! — reached. A customer should literally be able to buy a product with as few clicks as possible. Five is better than six, and four is better than five.

What nonsense.

This is because this rule only applies if you try to shove products down someone's throat. Not if you want to help people buy. Then you sometimes just need a few extra clicks in the form of a consultation. And that's okay at all, even if having this conversation takes some time.

People don't have short attention Spanish. They have short interest Spanish. If they're interested, they'll give you their full attention.

- Jason Fried, CEO of Basecamp

This is also reflected in our results. There are decision aids with 10+ questions with a completion rate from 96%. And there are decision aids for three questions that score below the benchmark.

Our tip: be relevant, use plain language (check tip 4 - watch your language) and experiment.