The Mission
The mission for PollHero: to find out how much knowledge the Moze target audience has about shishas, which criteria are relevant for a purchase, and what information they are missing on the Product Detail Pages.
To achieve this, PollHero developed a Product Relevance Survey, which Moze deployed on the PDPs of its own-brand shishas.
Questions & Analysis
The questionnaire for the onsite survey consists of six questions:
- How well do you know shisha products? (Rating 1 – 5)
- How often do you smoke shisha? (Single select question)
- How satisfied are you with the information on our product page? (Rating 1 – 5)
- What information are you missing? (Free-text question)
- What is most important to you when buying a shisha? (Multi-select question)
- How do you most likely make your decision when buying such products? (Single select question)
The answers to the free-text question regarding missing information were particularly insightful:
- “Small details like the weight of a mouthpiece are often missing. Often there is only one image for products, which is simply not enough. As with the new Moze molasses catcher.”
- “Diameter of the mouthpieces”
- “More precise data on the pipes, such as the inner diameter of the smoke column + downstem, suitable photos for individual products, e.g., all individual adapters for the Moze molasses catcher, where else do the threads fit?”
- “Size of the shisha more clearly displayed”
Many of the responses show that details and dimensions for the shishas and accessories are missing. Considering that credible data and facts are the most important decision-making factor when purchasing, these answers are understandable.
The Result
Based on the evaluation of the survey, Moze teamed up with our partner agency growganic and conducted an A/B test:
If we display more information, then sales of the models increase because users have more details about their products.
The result is convincing. During the test period, ARPU increased by 6.68% (even by 35.85% on desktop!) and Moze was able to increase its conversion rate on its own-brand shishas by 7.44%.
As expected and desired, the survey insights helped Moze better understand its target audience and adapt the shop to their needs. A clear win for both the brand and the customers!
