Rebuilt product quiz with email capture: +8% returning conversion
Test run byPrismflyCRO agency
Commentary byLiftArchiveOur analysis, not theirsRebuilding Luxy Hair's product-finder quiz and testing an email capture step, popularity callouts, button-style answers and a page without header and footer lifted returning-visitor conversion by 8%.
Email revenue per session rose 15%. Prismfly ran this work, which combined a rebuild with several tests, so no single change gets the credit.
- Returning-visitor conversion rate: +8%.
- Email revenue per session: +15%, likely helped by the new email capture step.
- Per-test results, sample sizes and durations were not shared.
The change
Quiz drops site navigation and adds button answers, callouts and email capture.
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The original quiz was built in a page builder. It was hard to keep current as the catalog grew and did not capture the first-party data shoppers entered.
Variant
A rebuilt quiz was tuned through split and multivariate tests. These added an email capture step, popularity callouts and button-style answer options, and removed the site header and footer.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Choosing hair extensions means matching color and weight. A guided quiz takes the guesswork out.
- Prismfly found returning visitors relied on the quiz more than new ones, so improvements reached the people who needed help most.
- Removing the header and footer keeps shoppers focused on finishing the quiz.
- Capturing email inside the quiz gives follow-up emails something specific to recommend.
Caveats: A rebuild and several tests were combined, and per-test results were not given. Sample size and duration were not shared.
Who ran it
Prismfly ran this test for Luxy Hair and published the results (Prismfly case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Prismfly →
How to run this test on your store
- Hypothesis
- If we add an email step, popularity callouts and button answers to our product quiz and remove the site navigation, then quiz takers will convert more because the path is clearer and we can follow up by email.
- Primary metric
- Conversion rate of quiz takers
- Guardrails
- Quiz completion rate
- Email opt-in rate
- Unsubscribe rate
- Who should test it
- Stores where picking the right product is hard, such as shade, size or fit choices. A quiz adds little for simple catalogs where shoppers already know what they want.
Questions
Should a product quiz ask for an email address?
Adding an email step lets you send tailored recommendations later.
In Luxy Hair's case, email revenue per session rose 15% after the quiz work.
Should I remove the header and footer from a quiz page?
Removing navigation is a common way to cut distractions and keep people on track to finish.
It was one of the changes Luxy Hair tested.
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