Challenge

As Luxy Hair's product catalog continued to grow and change, inventory management became increasingly difficult and the current quiz built under a page builder was becoming impossible to manage. Due to this outdated quiz flow, Luxy was not successfully capturing the first party data being offered from the quiz.

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Approach

• Ran multiple split and multi-variant tests centered around optimizing questions and the flow.
• Split test adding an email capture to the quiz, adding popularity callouts as well as buttons for options.
• Split test removing the header and footer.
• Performed custom development to capture the lost first party data.
• Passed data directly to Klaviyo, custom Facebook events and Google Analytics.

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Learnings

When first strategizing for this project our team felt that new users benefited most from a quiz flow, however, in our research we found that returning visitors were the group that had a harder time finding what they needed and relied more heavily on the quiz.