Most ecommerce stores are built for browsing.
The best-performing brands are built for decisions.
That’s why more DTC brands are replacing traditional navigation with guided experiences.
Not because quizzes are trendy, but because too many choices kill momentum.
Most stores still work like this:
Traffic → Homepage → Navigation → Product pages = Confusion
That path creates friction:
→ Too many options
→ Too many decisions
→ No clear next step
→ No buying confidence
So shoppers hesitate. Or leave.
Top brands take a different approach.
Instead of making people figure things out, they guide them toward the right outcome.
Ethan and I keep seeing the same pattern:
✓ Hims guides shoppers based on goals and symptoms
✓ Farmer’s Dog uses a quiz to simplify personalization
✓ AG1 reduces complexity down to one recommended path
✓ Alpha Foods uses a Product Finder instead of endless browsing
This is the important part:
The quiz itself isn’t the strategy.
Guided decision-making is.
The best funnels reduce uncertainty at every step by asking:
What’s right for me?
Where do I start?
Will this work for my situation?
Am I choosing the wrong thing?
Most brands increase those questions. The best brands remove them.
That’s why guided funnels consistently outperform traditional storefront experiences:
✅ Higher conversion rates
✅ Higher AOVs
✅ Better lead capture
✅ Lower bounce rates
✅ More buying confidence
They turn browsing into forward motion. And in ecommerce, momentum matters.
Because every extra decision is another opportunity to lose the sale.
If you’re getting traffic right now, ask yourself and your team this…
Are we helping people decide, or making them work for it?
Jon Denney
Denney Bros
P.S. Most brands don’t have a traffic problem. They have a conversion problem. Forward this to a founder or marketer who needs to hear it.