Met Opera Finder

Driving user conversions with an interactive opera quiz

The Problem

  • Increase casual user engagement
  • Opera newbies feel confused by amount of choices
  • Purchase path entry points

UX

  • Interactive quiz to drive interest and engagement
  • Entry point to quiz
    • First-time opera goer
    • Experienced opera goer
  • Final screen includes CTA ("Buy Tickets") to direct purchase path
    • Paragraph at top offers random sampling of choices to provide user context

Technical

  • 2 sets of data- first time vs. experienced
  • Each opera referenced by Tessitura ID
  • Choices for each opera weighted (0-5) 
  • Operas ranked by highest sum of choice weights
    • Highest 6 displayed

Iterations

  • Member engagement
  • Subscriptions path

Member Engagement

  • If user is logged in, choices stored as Tessitura interests
  • Allows for targeted marketing email campaigns
  • On final question submission, choice IDs posted to an API

Subscriptions

  • Tweaked recommendations screen
  • Users select minimum of 3 operas
  • CTA leads into Choose Your Own builder with choices preselected
    • Built from query string
  • Upsell language included

Demo

Met Opera Finder

By ehayman

Met Opera Finder

  • 628
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