How Kinvara Skin Generated 2,789 Leads in 7 Days
Learn how this Irish natural skincare brand achieved 5X their previous opt-in rate by implementing a personalized quiz funnel with Octane AI.
About Kinvara Skincare
Kinvara Skincare is a leading skincare brand based out of Ireland, offering natural and organic skincare products. With a passionate customer base and an over 80% returning customer rate, Kinvara had a loyal and deeply engaged community.
However, they wanted to further grow their subscriber list and deepen their understanding of customers' specific skincare needs. Their primary challenge was acquiring new qualified leads and collecting zero-party data to gain insights directly from consumers.
Company Info
The Challenge: List Growth Had Stalled
Despite having an established customer base and brand, Kinvara struggled to grow its subscriber list and lacked deep insights into its customers' specific skincare needs and interests. Relying solely on basic opt-in forms, Kinvara's email subscriber growth had plateaued. Their opt-in rates remained low at around 8-10%, even when offering generous discounts.
The Solution: An Engaging and Customized Quiz Experience
To help Kinvara capture zero-party data and drive subscriber growth, Ecom Mails built an in-depth, multi-branching quiz funnel using the robust segmentation capabilities of Octane AI. The quiz was strategically placed in a highly visible place in the header navigation on each page.
Strategic Placement in Navigation
The quiz was placed prominently in the header navigation, engaging visitors earlier in their journey to provide more personalized recommendations.
Four Categories of Questions
The quiz consisted of questions covering four key categories, each designed to capture valuable zero-party data and provide a personalized experience.
1. Demographic Questions
Captured customer attributes like age range, skin type, and skin concerns. This zero-party data was stored as a Custom Property in Klaviyo for ongoing personalization.
2. Lifestyle Questions
General questions about habits, climate, diet, and other factors that influence skin. These questions help customers feel they're getting a personalized experience. An example question is "What does an average day look like for you?"
3. Key Pain Point Question
The most critical question asking visitors to select their top two skincare concerns. This response dictated the customized results page they would receive. Ultimately, this question serves as the guiding light for how Kinvara can contact and connect with customers, and speak specifically to their challenges.
37 Unique Results Pages
Based on responses to the key pain point question, visitors were funneled to one of 37 unique results pages showcasing tailored products.
Klaviyo Integration
Quiz integrated with Klaviyo to capture contact information and create highly segmented email lists based on quiz responses.
Zero-Party Data Collection
Comprehensive customer attributes stored as Custom Properties for ongoing personalization and targeted campaigns.
Open-Ended Feedback
Allowed visitors to provide additional context about their needs, uncovering valuable insights for product development.
Personalized Results Pages
Each results page provided a detailed overview of the visitor's selected skin concerns, explaining common reasons for the issues and ingredients that can help resolve them. This built credibility and established Kinvara as a trusted skincare adviser. The results then suggested 2-3 ideal products from Kinvara's line to address the visitor's needs, along with customized testimonials for social proof.
The Results
The implementation of the customized quiz funnel provided significant benefits and ROI for Kinvara Skincare.
High engagement indicating visitors found the quiz valuable and worth their time.
A 5X increase from their previous opt-in rate of 8-10%.
Generated in just 7 days through the quiz funnel.
From some customized quiz result pages, driving direct revenue.
Generated directly from follow-up emails to quiz opt-ins, demonstrating the value of personalized post-quiz engagement.
"We had a 76% completion rate. Which is not crazy high, but if you're getting 3 out of 4 people who start a quiz to complete a quiz and opt in, that's pretty good!"
"I would suggest all brands test a quiz. You don't need to get aggressive from the start and build out 37 custom pages like I did. That's not necessary. But I think it's worth at least having a quiz set up and seeing the power and then further down the line, you can still do crazy stuff on that."
Key Takeaways
Multi-branching quiz funnels can dramatically improve opt-in rates compared to basic forms
Zero-party data enables highly personalized email marketing and better segmentation
Strategic quiz placement in navigation increases visibility and engagement
Personalized results pages with tailored product recommendations drive conversions
Integrating with Klaviyo allows for ongoing personalized email flows
Even brands with loyal customer bases can benefit from quiz funnels to expand their audience
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