How Jones Road Beauty Generated 800,000 Email Leads

Jones Road Beauty is a clean, minimalist beauty brand founded in 2020 by legendary makeup artist Bobbi Brown. As a digitally-native brand, Jones Road Beauty aims to recreate the personalized shopping experience of Bobbi Brown's brick-and-mortar stores online.

However, with a wide range of complexion products across different shades and undertones, customers struggled to determine which products and specific shades would work best for their unique skin tone and type.

“We know our product better than anybody else. Our customer might not. So we have to take that knowledge and find a way to incorporate that into our quiz.”

–Joanne Coffey, Jones Road Beauty

By providing a personalized, consultative shopping experience 24/7 through quizzes, Jones Road Beauty successfully increased conversion rates and connected with customers on a deeper level, in the website experience and thereafter via email and SMS.

The Octane AI quiz has driven 800k leads for Jones Road Beauty, 80% of their 1 million email subscribers!

Joanne Coffey, Retention Marketing Manager at Jones Road Beauty, joined us for a deep dive into their quiz strategy.

The Problem: How To Guide Shoppers To The Right Product?

As a digital-first clean beauty brand, Jones Road Beauty lacked the critical in-person consultations that founder Bobbi Brown perfected at her legendary makeup counters.

The Paradox of Choice for Beauty Products

With a wide range of 12 lightweight foundation shades, 25 customizable face pencil shades, and specialized formulations for different skin types, it became incredibly overwhelming for customers to determine which products and specific shades were right for them.

It was clear Jones Road Beauty needed an innovative solution to replicate the expertise of in-store beauty consultants online and deliver tailored shade matching and product recommendations at scale.

Enter The Octane AI Quiz

“When we think about our shopping experience online, we want to create it just like you're walking into a makeup store. Your first objection is going to be, 'Oh my gosh, what shade am I? What shade is going to work for me? What products are going to work for me?' And we create the quiz experience with these questions in mind.”

–Joanne Coffey, Jones Road Beauty

Key capabilities of Octane AI's quizzes that addressed Jones Road Beauty's challenges:

• Branching quiz logic that delivered personalized question paths and recommendations based on each customer's unique responses.
• Real-time integration with Shopify to connect quiz responses to Jones Road Beauty's product catalogs and inventory.
• Interactive shade finder with image and swatch options for visual shade matching.
• Powerful analytics to optimize quiz performance based on real customer data.
• APIs to seamlessly pass quiz data to marketing platforms like Klaviyo.

“We'll work very in depth with our product development team to make sure that the recommendations that we are providing are as accurate as possible. Our Founder, Bobbi Brown, was very involved in creating these quizzes and the recommendations....I would say that the conversion rates of our post quiz welcome flow is higher than our regular welcome flow.”

–Joanne Coffey, Jones Road Beauty

Joanne's Thoughts on Quizzes and Octane AI

On why a quiz is valuable: “When we think about our experience online, we want to create it just like you're walking into a makeup store. A quiz is our next best option to give customers that ease of mind.”

On why Joanne loves Octane AI: “I feel like I'm always learning when I'm talking to the Octane team. Their support team has been fantastic. When we look for usability, that's number one.”

“The Octane AI team makes the most intuitive and user friendly quiz product. And also their support team has been fantastic, I always feel like I am learning something from them, which is exactly what you want from your software providers.”

–Joanne Coffey, Jones Road Beauty

The Jones Road Beauty Quiz Results

The quiz is a key cornerstone of the marketing strategy, where customers learn more about the products and the best product for their needs while Jones Road Beauty captures key data points in order to provide more personalized and relevant content.

Lessons Learned and Future Plans

“If you want to get feedback on what your experience looks like from a consumer perspective, ask your consumer, ask your customers, ask some of your VIPs what their experience has been with your quiz.”

–Joanne Coffey, Jones Road Beauty

For any brand implementing quizzes, Joanne strongly recommends:

• Map out the conversation a customer would have with a sales associate to outline the ideal quiz questions and recommendations.
• Leverage quiz analytics to run A/B tests and optimize for higher completion rates.
• Integrate quiz data into your tech stack like email, CRM, and SMS to create a 360-degree view of each customer.
• Take an iterative approach to improve quiz logic over time based on real user data.

Wrapping Up

By leveraging Octane AI's robust quiz software, Jones Road Beauty was able to deliver tailored recommendations at scale by asking thoughtful questions to understand each customer's skin profile and needs.

Does your e-commerce brand struggle to provide the personalized guidance that keeps customers coming back?

Start capturing critical zero-party data to understand customers and fuel personalization with Octane AI's powerful quizzes today. Book your demo today!