When it comes to helping customers make the right choices online, personalization is everything. Today’s shoppers expect more than just a list of products — they want guidance, relevance, and experiences that feel tailored to their needs. At ROCCAI, we offer two distinct but complementary tools to improve user experience and drive results: the Product Guide and the Inspiration Guide. While both are designed to drive engagement and conversions, they serve very different purposes.
So, what’s the difference between a Product Guide vs Inspiration Guide — and more importantly, which one is the right fit for your goals?
Let’s break it down.
What Is a Product Guide?
The Product Guide is your go-to tool for simplifying decision-making. It helps customers find exactly what they need by asking a series of yes/no or multiple-choice questions. Think of it as a personal shopping assistant that asks targeted questions to filter and narrow down product options. As users respond, the guide filters out products that don’t match their needs, ultimately presenting them with the best-fit options.
This guide works best when users come to your site with a clear purpose in mind but may feel overwhelmed by the many available choices. Instead of forcing them to scroll through endless categories or rely on broad filters, the Product Guide engages them in a quick, intuitive guide.
Each answer helps eliminate products that don’t match their criteria, leading them closer to a shortlist of highly relevant options.
Key Features:
- Eliminates irrelevant products
- Narrows down choices through clear decision paths
- Perfect for customers who already know what they’re looking for
- Builds confidence by delivering tailored results
Example:
Imagine a user looking for a new laptop. Instead of browsing through dozens of models, they answer a few specific questions:
- “Do you need a touchscreen?”
- “Is long battery life important?”
- “What’s your primary use case — work, gaming, or study?”
Each answer helps refine the options, and the guide presents only the laptops that match their criteria — making the purchase decision fast, easy, and stress-free.
What Is an Inspiration Guide?
The Inspiration Guide is designed for a different kind of user — someone who’s open-minded, curious, or in the early stages of the buying journey. The Inspiration Guide spark discovery and inspiration. Instead of narrowing down choices, it opens up possibilities by suggesting products based on user preferences and interests. This guide is ideal for customers who are browsing without a specific product in mind but are open to being inspired.
Key Features:
- Recommends rather than filters
- Suggests new options the customer may not have considered
- Perfect for early-stage browsing and idea generation
- Engages users with visually driven, preference-based questions
Example:
A user browsing for home decor ideas might encounter questions like:
- “Which interior style speaks to you?” (e.g., Scandinavian, Industrial, Boho)
- “Which colors inspire you right now?”
- “What mood are you trying to create — cozy, modern, minimal?”
Based on their answers, the Inspiration Guide presents curated product suggestions that align with their preferences, creating an engaging, low-pressure experience that invites further browsing.
Which One Should You Use?
Still wondering whether to choose the Product Guide vs Inspiration Guide? Here’s a simple breakdown:
- Use the Product Guide if your users often arrive with clear needs and you want to help them find the right product fast.
- Use the Inspiration Guide if your audience is more exploratory, looking for ideas and open to suggestions.
Many businesses find success in combining both tools to guide users from curiosity to conversion. By combining the two, you create a personalized journey that moves users from exploration to action — all while collecting valuable zero-party data that can further personalize their experience in future visits or email marketing.
At Roccai, we help brands build smarter user flows with both decision-based and discovery-based guidance tools. Whether you’re looking to drive fast conversions, inspire exploration, or do both, we’ve got the tools to help.
Get in touch with us to learn more.
