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
