Instead of sending visitors directly to product pages, Docking Drawer introduced quiz funnels using ConvertFlow to simplify the decision process and drive higher-value purchases.
The challenge
Docking Drawer’s products require customers to select the correct configuration based on their installation.
Buyers need to determine:
- Where the outlet will be installed
- What type of drawer is being used
- How the outlet will be used
Unfortunately, finding the correct configuration made the buying process more complex than a typical online purchase.
Visitors were sent directly into product browsing, where they had to compare multiple options and specifications before finding the right solution. This created friction in the buying journey and limited opportunities to increase order value.
The solution
Docking Drawer introduced a quiz funnel using ConvertFlow to help visitors identify the right outlet configuration before reaching product pages. Instead of browsing, visitors are guided through a short decision flow.
Visitors enter the funnel through a “Help me choose” button or an exit-intent popup.
Once inside, visitors answer a series of questions, including:
- Installation location
- Drawer type
- Intended use
- Buyer profile
Based on their answers, visitors are routed to a tailored product recommendation page with the exact configuration for their specific situation (no comparison shopping needed)
For example, when a visitor selects a shallow kitchen drawer, they’re taken directly to a dedicated result page for that configuration, not to a category page with 10 options and no clear answer. The result is a buying experience that feels consultative, less like a store, and more like a knowledgeable salesperson asking the right questions.
Turning product selection into a guided experience
Instead of forcing visitors to compare multiple SKUs, the funnel:
- Identifies the correct configuration
- Reduces decision friction
- Increases purchase confidence
This process shifts the experience from store browsing to guided buying.
Capturing high-intent visitors
Before revealing their recommendation, Docking Drawer’s funnel offers a discount code with a contact info capture.
This approach allows Docking Drawer to capture high-intent leads, continue the buying journey, and recover abandoning visitors through exit-intent offers.
The results
Docking Drawer’s quiz funnels now play a key role in how customers buy.
Across nearly one million funnel viewers, the results are clear:
- Generating $100k's in funnel-driven revenue from their ConvertFlow funnels
- +12% higher AOV compared to store purchases
By guiding visitors to the correct product configuration before they reach product pages, Docking Drawer increases both confidence and order value, resulting in happier customers and increased revenue.
The Takeaway
For products that require configuration, traditional store-first browsing introduces unnecessary friction. Docking Drawer’s approach shows how guided funnels can simplify complex purchase decisions. By helping visitors arrive at the right product faster, brands can improve the buying experience and drive higher-value orders.
