'Searching for gift?' prompt to a quiz: +10% conversion at peaks
Commentary byLiftArchiveOur analysis, not theirsA 'Searching for gift?' prompt, shown only to visitors who looked like gift shoppers or seemed unsure, lifted user conversion rate by 10% during peak gifting seasons.
Endless Gain ran this test for Fragrance Direct, a UK beauty retailer, and it was published as a VWO case study.
The prompt sent shoppers to the Fragrance Finder quiz.
- User conversion rate: +10% during gifting peaks.
- The peaks were Valentine's Day, Mother's Day and Christmas.
- No result outside those periods was shared, and no sample size or confidence level was given.
The change
Likely gift shoppers see a 'Searching for gift?' prompt that links to the Fragrance Finder quiz.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
There was no prompt. The Fragrance Finder quiz page converted well but got little traffic, even in peak periods.
Variant
Visitors identified as gift shoppers or unsure about what to buy saw a 'Searching for gift?' prompt linking to the Fragrance Finder quiz. Other visitors saw nothing new.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Surveys showed gift shoppers often didn't know what to buy. A guided quiz turns that uncertainty into a short list.
- The quiz already converted well. The prompt sent more of the right people to it.
- Hiding the prompt from everyone else kept it from distracting shoppers who knew what they wanted.
Caveats: This was targeted personalization, and the 10% lift applies to peak gifting periods only. How visitors were identified as gift shoppers was not detailed.
Who ran it
Endless Gain ran this test for Fragrance Direct and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Endless Gain →
How to run this test on your store
- Hypothesis
- If we prompt likely gift shoppers to try our product finder quiz, then more of them will buy because the quiz helps them choose when they don't know what to get.
- Primary metric
- Conversion rate for targeted visitors
- Guardrails
- Quiz completion rate
- Average order value
- Conversion rate for non-targeted visitors
- Who should test it
- Stores with a working product finder or quiz and big gifting seasons, such as fragrance, beauty or accessories. If you have no quiz, or few customers buy as gifts, this probably won't pay off.
Questions
Do product finder quizzes help gift shoppers?
They can. Fragrance Direct's quiz converted well, and sending likely gift shoppers to it lifted conversion 10% in peak seasons.
Should a gift prompt show to every visitor?
Fragrance Direct showed it only to visitors who seemed to be shopping for gifts or seemed unsure.
That avoids distracting people who already know what they want.
When should I run a gift prompt test?
Around your main gifting seasons, when the share of gift shoppers is highest.
Expect smaller effects the rest of the year.
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