# Rebuilt product quiz with email capture: +8% returning conversion

- Outcome: Won
- Page type: Other (Ecommerce)
- Elements: Product finder quizzes
- Test run by: [Prismfly](https://liftarchive.com/practitioners/prismfly/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://prismfly.com/case-study/luxy-hair-quizflow
- Page: https://liftarchive.com/test/luxy-hair-quiz-flow-optimization/

Rebuilding 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.

## Result

**+8% returning conversion**

- 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.

## 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)

- 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.

## How to run this test

- 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
- Guardrail: Quiz completion rate
- Guardrail: Email opt-in rate
- Guardrail: 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.

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Credit: Prismfly ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/luxy-hair-quiz-flow-optimization/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.