Product quiz on the homepage: +8% revenue per visitor, flat CR
Test run byGrowthRockCRO agency
Commentary byLiftArchiveOur analysis, not theirsAdding a product-finder quiz to the homepage of a food and supplements brand raised revenue per visitor by 8%, at 99% significance, while conversion rate did not change.
GrowthRock ran this A/B test and published it on the GrowthRock blog.
The gain came from bigger orders: average order value rose from $95 to $101.
- Conversion rate: no change. The quiz did not get more people to buy.
- Revenue per visitor: +8%, at 99% significance.
- Average order value: $95 to $101, about +6%.
- The quiz results surfaced higher-priced bundle packs, and more quiz visitors bought those bundles.
The change
The variant adds a goal-based product quiz to the homepage.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The homepage with no quiz.
Variant
The homepage with a quiz that asked about the visitor's goals and recommended the best products for them.
Why it likely won
Our reading of the result, not the practitioner's claim.
- For each fitness or performance goal, the quiz answers pointed to a bundle, so it worked as a route to bigger baskets.
- GrowthRock concluded the bundles had been hard to find, and that shoppers wanted them with or without a quiz.
- A quiz helps people choose, but here it did not change whether they bought at all.
Caveats: The primary metric, conversion rate, was flat; the win is on order value only. Sample size and test length were not shared, and the client later removed the quiz in favour of making bundles easier to find.
Who ran it
GrowthRock ran this test for a food and supplements brand and published the results (GrowthRock blog). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on GrowthRock →
How to run this test on your store
- Hypothesis
- If we add a goal-based product quiz to the homepage that recommends bundles, then revenue per visitor will rise because shoppers find higher-value packs that match their needs.
- Primary metric
- Revenue per visitor
- Guardrails
- Conversion rate
- Homepage bounce rate
- Quiz completion rate
- Who should test it
- Stores with many similar products that map to customer goals, such as supplements, skincare or coffee. Before building a quiz, test whether simply featuring bundles and sorting products by goal gets the same result, as it did here.
Questions
Do product quizzes increase conversion rate?
Not in this test. Conversion rate stayed the same, but shoppers who saw the quiz spent more per order.
Why did revenue rise if conversion rate did not?
The same share of visitors bought, but they bought bigger orders.
The quiz steered people toward bundle packs priced higher than single products.
Is a quiz the best way to sell bundles?
Maybe not. The agency found shoppers wanted the bundles anyway, so making them easier to find did the same job without a quiz.
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