How INH Uses 3 Quizzes to Personalize Shopping with Octane AI
INH combines interactive Octane AI quizzes with Klaviyo to power personalized onsite and email experiences—helping site visitors find their favorite style and driving 7-figure profit from quizzes alone.
About INH Hair
INSERT NAME HERE (INH) aims to make every day a good hair day for its customers. Making high-quality hair extensions more accessible, INH empowers people to change up and experiment with their looks—never limiting their self-expression.
Personalization is one of the biggest trends in ecommerce today. But it is not a one-way road. Brands that want to personalize the right way need to get to know their customers better first, then implement personalized interactions based on the information customers volunteer—which we call zero-party data.
Company Info
The Challenge
INH Hair's first step on the road to personalization was to get to know customers with quizzes. With a diverse product catalog ranging from clip-ins to ponytails to full wigs, helping customers find their perfect match was essential.
The Solution
INH uses Octane AI to develop onsite quizzes that enable them to collect zero-party data and learn about customer preferences. They also launch themed quizzes like Hello Kitty and Carebear-themed quizzes for brand-building and community engagement.
1. Color Matching Quiz
The color matching quiz helps users find the right color for their hair extension. Within one year, this quiz helped INH capture 1.2 million zero-party data points and 45,000 emails. And that's not all—the quiz also helps reduce customer support inquiries and returns.
2. Ponytail Quiz
With 60,000 captured emails, a completion rate of 70.5%, and an average conversion rate sitting at 8%, this quiz asks questions to guide customers toward the perfect ponytail extension.
3. Extension Quiz
The extension quiz is fairly similar to the ponytail quiz, helping customers find the best product that matches their needs, while also learning their level of awareness when it comes to extensions. One in every 10 customers who take the extension quiz makes a purchase right away.
Color Matching
Help customers find their perfect shade match
Product Discovery
Guide customers to the right style for their needs
Email Capture
Grow your list with engaged, qualified subscribers
Klaviyo Integration
Personalized email flows powered by quiz data
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The Full Story
Quizzes are the cornerstone of ecommerce personalization. They provide an interactive onsite experience that assists customers just like a retail associate would in a brick-and-mortar store.
But the opportunities for personalization don't end with a product recommendation.
Powering Personalized Email Flows
The integration between Octane AI and Klaviyo makes it simple for INH to create personalized follow-up emails. The team marries zero-party data about customers' hair color, length, style, along with the email address collected through quizzes with Klaviyo's engagement metrics to develop nuanced messaging aimed at specific groups of customers.
For example, when INH runs promotions on ponytail extensions, everyone who has taken the ponytail recommendation quiz receives an email about the deal. INH offers a robust line of ponytail extensions, so this quiz has been a standout for customer engagement.
“That particular flow has a higher click-through rate and a higher order-placed rate than any of our non-personalized flows.”
–Lisa Passanisi, Retention Marketing Manager, INH
Understanding Customer Experience Levels
Or, if a quiz reveals a customer is new to the world of hair extensions, they receive an email about the basics of extensions: how to choose quality extensions, what it takes to care for that hair, and how other people use extensions to feel their best.
“A lot of our customers are first-time hair extension buyers. And that totally reshapes the way we reach out to them. There is a lot of education and follow-up there versus someone that may have bought extensions before from a previous brand. That insight was huge for us and something we were able to uncover directly from our quizzes.”
–Lisa Passanisi, Retention Marketing Manager, INH
23% of Email List from Quizzes
Octane AI drives substantial email list growth for INH—23% of its email list has taken at least one quiz. The quizzes don't just capture emails; they capture qualified, engaged subscribers who have already shown interest and shared their preferences.
Fun Themed Quizzes
Beyond the staple product recommendation quizzes, INH has partnered with Hello Kitty and launched a Carebear-themed quiz for brand-building and community engagement. These themed quizzes show how quizzes can be used not just for conversion, but for building brand affinity and having fun with your community.
The Results
After implementing Octane AI quizzes, INH Hair saw transformative results across email capture, engagement, and revenue.
Over 133,000 emails captured in one year with quizzes
Rich customer preference data collected within a year
Email flows informed by Klaviyo and Octane AI data perform 1.5x better
Of email-driven revenue powered by Octane AI integration with Klaviyo
Average completion rate across all quizzes
Average conversion rate across all quizzes
"That particular flow has a higher click-through rate and a higher order-placed rate than any of our non-personalized flows. A lot of our customers are first-time hair extension buyers. And that totally reshapes the way we reach out to them."
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