From QVC to Ecom: How Chaz Dean Increased AOV by 21%

You probably know Chaz Dean as a celebrity hairstylist and the king of QVC. His brand, WEN by Chaz Dean, is a holistic hair and skin care line that nourishes the body with natural oils and extracts.

His brand spans over 700 products and has sold well over 200 million bottles in the last ten years, making it one of the largest brands to ever appear on QVC.

But Chaz realized that putting all his chips into a single channel can be extremely risky. So he decided to own the customer experience and put the brand's success into his own hands by creating his own Shopify store in partnership with the full-service ecommerce agency Trellis.

“The best stylists know the right products to care for your unique needs. Our quick consultation can do the same for you.”

–Chaz Dean, Founder, WEN by Chaz Dean

Why Route Site Visitors to the Quiz?

Trellis teamed up with Chaz Dean to create their Shopify Plus store with a beautiful UI and conversion optimization strategy while enhancing the overall user experience. And that experience needed to resonate online as it does in Chaz's highly acclaimed salons—which means personalization and product recommendations!

With over 700 products across hair and skin care categories, customers needed guidance to find the right products for their unique needs. That's where Octane AI's product recommendation quiz came in.

The Quiz Strategy

Chaz Dean routes site visitors to their quiz from the moment they land in the store. The brand uses the quiz as the main CTA in the website hero section, along with a “perfect match” option in the nav bar.

Curated Recommendations

Instead of browsing through a big product catalog, shoppers are given 1-4 product recommendations that best match their concerns—which increases conversion rates significantly.

Branching Logic for Personalization

With an 85% completion rate, Chaz Dean's quiz asks customers a series of targeted questions. The first question—“Are you looking for hair care, skin care, or both?”—influences the pathway of the quiz, creating a truly personalized experience for each shopper.

Zero-Party Data Collection

Chaz Dean collects clean customer data and uses it to inform business decisions and personalization across all their marketing channels.

Email Opt-In Integration

Chaz Dean asks shoppers to opt-in to email at the end of the quiz. So even if that shopper doesn't convert right away, Chaz can continue to communicate with them via an owned channel—creating multiple touchpoints that nurture customers toward purchase.

The Results: 21% Higher AOV

The partnership with Octane AI has transformed how Chaz Dean connects with customers online, delivering exceptional results that mirror the personalized salon experience.

The AOV for a customer that takes the quiz is 21% higher than for customers who don't. This proves that when you guide customers to the right products for their needs, they're more confident in their purchase and more likely to buy more.

What a Product Quiz Can Do For Your Brand

The Chaz Dean case study demonstrates how a quiz can:

• Provide a better shopping experience for complex catalogs
• Collect zero-party data and email/SMS opt-ins
• Increase conversion rates and AOV significantly
• Use the quiz as a lander for your ads and increase ROAS
• Personalize your email and SMS marketing by syncing quiz data to Klaviyo
• Inform your product roadmap and content strategy based on quiz data

By replicating the in-salon consultation experience online, Chaz Dean has successfully transitioned from relying on a single channel (QVC) to owning their customer relationships through their Shopify store.

“Our quick consultation can do the same for you—finding the perfect products to care for your unique needs, just like the best stylists do.”

–Chaz Dean, Founder, WEN by Chaz Dean