theordinary.com

Quick Summary: Why This Funnel Works

• Personalized Experience: The funnel asks specific questions about skin concerns, preferences, and age group, allowing the final regimen to be tailored to the user’s unique needs.
• Minimalist and Clean Design: The design is uncluttered, with a focus on simplicity, which enhances the user experience by reducing distractions and keeping attention on the task.
• Clear Progression: The vertical progress indicator on the right side effectively shows users where they are in the process, encouraging them to complete the steps without feeling overwhelmed.
• Interactive Elements: Features like sliders and drag-and-drop lists add an interactive and engaging element to the experience, making the process more enjoyable.
• Immediate Feedback: At the end of the funnel, users immediately receive a customized regimen with a clear breakdown of product recommendations, along with a call-to-action to purchase, which helps in driving conversions.

Why This Business Might Have Chosen This Funnel

The Ordinary, known for its clinical formulations with integrity, likely chose this interactive regimen builder over a traditional product listing or form for several reasons:

1. Enhanced User Engagement: By asking users personalized questions, the funnel draws them into a more engaging experience. This interaction helps users feel more connected to the brand and confident in the products being recommended.
2. Tailored Recommendations: The dynamic nature of the funnel ensures that product suggestions are highly relevant to each user. This personalization likely increases the likelihood of conversion, as users feel that the products are specifically suited to their needs.
3. Simplification of the Decision-Making Process: Skincare can be overwhelming due to the sheer number of products available. This funnel simplifies the process by narrowing down choices to those that address the user’s specific concerns, making it easier for users to make a purchase decision.
4. Data Collection: Through the series of questions, The Ordinary can gather valuable data on customer preferences and behaviors, allowing for better targeting in future marketing efforts and product development.

Impactful Questions in The Ordinary’s Funnel

1. “I have some skin concerns I’d like to address.”

• Relevance and Clarity: This question immediately narrows down the user’s needs, making the experience feel personalized from the outset. The options provided guide users to think specifically about their skincare concerns, setting the stage for targeted recommendations.

2. “How would you describe or rate the severity of these concerns?”

• Contextual Personalization: By allowing users to rate the severity of their concerns, The Ordinary can fine-tune its recommendations. This not only personalizes the experience further but also builds trust, as users feel that their specific needs are being taken seriously.

3. “Please describe the texture(s) or finishes you prefer in your resulting regimen.”

• Sensory Engagement: Asking about texture preferences brings the user’s sensory experience into the decision-making process. This question personalizes the regimen to a tactile level, ensuring that the recommended products align with the user’s daily preferences and routines.

Overall, The Ordinary’s funnel is a highly effective example of a Product Recommendation funnel, designed to drive sales through personalization and user engagement. It aligns well with the brand’s ethos of integrity and transparency, while also enhancing the user experience in a way that encourages higher conversion rates.

For more examples of personalized product recommendation funnels, you can explore our listings here.