Email required to see Bike Finder quiz results: +49% email captures
Test run bySurefootCRO agency
Commentary byLiftArchiveOur analysis, not theirsMaking email required to see Bike Finder quiz results lifted unique email captures at The Pro's Closet by 49%, with no impact on purchases.
Surefoot ran this A/B test for the used-bike marketplace and published it as a case study. Before the test, email was optional.
- Unique email captures: up 49%.
- Purchases: no impact, so the gate did not cost sales during the test.
- The case study reports the lift as significant.
The change
The email step before quiz results changed from optional to required
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
The Bike Finder quiz let visitors skip the email step and still see their bike matches.
Variant
Visitors had to enter an email address to view their quiz results.
Why it likely won
Our reading of the result, not the practitioner's claim.
- Visitors who finished the quiz had already invested time, so most were willing to trade an email for the answer.
- The email was tied to something they wanted, their matched bikes, not a generic newsletter.
- Bike buyers often research for months, so many were happy to stay in touch.
Caveats: Sample size and duration were not shared. The 100,000+ emails figure covers the whole quiz program over nine months, not this test alone.
Who ran it
Surefoot ran this test for The Pro's Closet and published the results (Surefoot case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on Surefoot →
How to run this test on your store
- Hypothesis
- If we require an email address to see quiz results, then we will capture more emails without losing sales because visitors who finish the quiz want their results enough to share an address.
- Primary metric
- Unique email captures
- Guardrails
- Quiz completion rate
- Purchases from quiz takers
- Email unsubscribe or bounce rate
- Who should test it
- Stores with a product finder or quiz and a long buying cycle, where email follow-up drives later sales. It may hurt where shoppers want a quick answer and buy right away.
Questions
Should I require email to show quiz results?
It can capture far more emails. The Pro's Closet saw 49% more with no impact on purchases, but check your own quiz completion and sales.
Do email gates hurt sales?
Not in this test. The gate came at the end of a quiz people had already finished, which is a better moment to ask than at first visit.
What makes visitors willing to give an email?
A clear value exchange. Here, the email unlocked personal bike matches, which visitors had just spent time asking for.
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