How UNITE HAIR Generates 17% of Revenue From Their Quiz While Increasing Average Order Value 21%

Background

UNITE HAIR is a high-end luxury hair care brand offering a wide range of products for different hair types and concerns, promising professional and luxurious hair with its products. They position themselves at the high end of the haircare market, under the belief that beautiful hair starts with great products.

As stated on their website, CEO & Founder Andrew Dale built on his experience as a celebrity hairdresser to create an award-winning formula that catered to all hair types, whether for everyday use or hair for the runway or red carpet.

The Challenge

With a diverse product line, UNITE HAIR struggled to provide customized recommendations to help guide customers to the right products.

Their product line includes solutions for concerns like damage, oiliness, curl definition, volume, and more. With so many options, customers often feel overwhelmed when browsing products on UNITE HAIR's website.

UNITE HAIR's initial quiz platform, before Octane AI, lacked customization and only provided recommendations based on a single question about the customer's desired result. This simplistic approach did not account for the customer's hair type, unique concerns, or preferences that are critical to creating the best recommendation.

Without a way to segment and personalize effectively, UNITE HAIR risked losing sales from customers who purchased products not optimized for their hair. Poor product recommendations also led to unhappy customers and higher return rates. Ultimately, UNITE HAIR needed a robust quiz solution to provide tailored recommendations and improve the customer experience.

The Search for a Solution

UNITE HAIR recognized that their existing quiz solution was too basic and lacked the customization needed to effectively guide customers to the right products. On the search for a new platform, the criteria for their quiz platform were:

• Ask numerous questions to capture details like hair type, texture, concerns, and desired outcomes.
• Use quiz responses to segment users into highly targeted groups.
• Generate personalized product recommendations tailored to each user based on their unique hair profile.
• Integrate seamlessly with UNITE HAIR's email service provider, Klaviyo, for customized follow-up messaging after the quiz.
• Provide robust analytics and reporting to analyze quiz performance and optimize over time.

After struggling with their limited quiz, UNITE HAIR knew they needed a more powerful platform. Upon a thorough evaluation process, UNITE HAIR selected Octane AI as the best fit for their needs.

They were impressed by Octane AI's sophisticated branching logic that allowed for highly personalized quiz results. This would be important as the team put in the meticulous effort to build out 60 unique versions of their recommendation page, varying based on the quiz responses.

The ability to easily integrate Octane AI quizzes with their Klaviyo email marketing was also a huge selling point. With Octane AI, UNITE HAIR could create a tailored, interactive quiz experience that matched customers to products using advanced segmentation—all without any engineering resources required. Octane AI provided the powerful capabilities they required while being simple for their team to manage.

“With Octane AI, we quickly saw that we would be able to learn about our customers and provide a better shopping experience for each of these customers that came in and took the quiz. We could show them the ideal product for their exact hair type and concern. With two questions, we were able to build 60 different result pages. And that's how we approached our quiz to provide personalization.”

–Malia O'Brien, Director of Marketing, UNITE HAIR

The Solution

Over 50,000 people have gone through the UNITE HAIR quiz to date. Website visitors see the Call To Action high on the homepage to take the quiz, as well as the ever present option to take the quiz from the header navigation bar:

The quiz captures details like hair type:

Hair Challenges:

The customer's desired look:

And more.

These data points are enough to understand the starting point (the type of hair, texture, challenges), and what the ideal end state of the customer is. Thus, UNITE HAIR is equipped to bring customers on a journey to achieve their desired hair.

“We could provide customized results based on just customers' hair concerns and desired outcomes alone. Using just two questions, we built 60 personalized result pages to create an optimized customer experience for many different quiz takers,” Malia O'Brien, Director of Marketing at UNITE HAIR told us.

Once the quiz is completed, if the customer submits an email, the zero party data gathered in the quiz is created in their Klaviyo profile for future segmentation.

Smart Lead Generation Strategy

Interestingly, UNITE HAIR has a solid strategy to get leads into their quiz funnel. Site-wide, visitors are offered 15% in exchange for the email. However, to incentivize visitors to take the quiz, UNITE HAIR offers 20% for those that add their email after completing the quiz.

The only way to receive the discount code is via email. This alone has helped UNITE HAIR generate 17% of all their revenue via Octane AI's quiz!

Immediately after completing the quiz, shoppers are taken to a page with personalized recommendations based on the information gathered in the quiz.

Meanwhile, the 20% dynamic discount code is emailed, along with a link to the personalized routine so that the customer can purchase at any time:

The discount code is time-sensitive, expiring in 7 days, which creates a real sense of urgency.

Meanwhile, the Klaviyo email flow continues to nurture the lead, sharing the brand story, education, and products.

The zero party data gathered from Octane AI's quiz is used to create tightly knit segments, based on attributes like hair type, concerns, and goals. Each segment is matched to personalized product recommendations from Unite's catalog using advanced rules and logic.

Key Capabilities of Octane AI That Addressed UNITE's Challenges:

• Sophisticated branching quiz logic that delivers a tailored experience by asking follow-up questions based on user responses
• Seamless integration with Klaviyo to deploy customized coupon codes and follow-up campaigns post-quiz
• Detailed analytics and reporting to provide insight into quiz performance, user segments, and optimization opportunities

The main implementation challenge was finalizing the optimal quiz flow and mapping the logic to deliver targeted recommendations. Given the complexity of UNITE HAIR's product line and their desire for maximum personalization, it required significant upfront planning.

Implementing the Octane AI quiz provided valuable insights for UNITE HAIR on the power of personalization. By taking the time to craft targeted questions and logic, they greatly improved the customer experience.

The success of their initial quiz validated the importance of custom recommendations and guides their future personalization efforts across the site, email campaigns, and more.

Looking ahead, UNITE HAIR plans to continue leveraging Octane AI's capabilities by:

• Testing additional quiz funnels for specific products, promotions, or segments.
• Exploring SMS integration to expand personalization channels.
• Incorporating pop-up quizzes for timely campaigns and new product launches.
• Ongoing optimization of quiz logic and results mapping as their product catalog evolves.

“I think for a haircare brand, when we have so many different products that are very results driven or concern driven, it's really important for somebody to get help when they land on the site. This is why Octane's quizzes are helpful, because they guide and educate shoppers.”

–Malia O'Brien, Director of Marketing, UNITE HAIR

By doubling down on personalization and lead generation with Octane AI's quiz, UNITE HAIR aims to further boost metrics like order value, conversion rate, customer retention, and revenue over the long term.

Conclusion

With a vast product line spanning different hair types, styles, and goals, UNITE HAIR struggled to guide customers to the right products without an advanced personalization solution. Their previous quiz lacked the sophistication to effectively segment users and make tailored recommendations.

Implementing Octane AI's intelligent quizzes enabled UNITE HAIR to overcome the challenge of customers not knowing which product was ideal for their needs. The Octane AI quiz platform empowered UNITE HAIR to match each customer with hyper-targeted products based on their unique hair profile and needs.

The business impact was dramatic: 17% of all revenue comes through the quiz. And quiz takers spend 21% more compared to non-quiz customers, generating significant revenue lifts.

Additional Benefits

• 60 hyper-targeted result pages were created to match customers to products based on their personalized quiz answers
• Faster workflow for creating quizzes and personalized flows compared to engineering everything from scratch
• Rich customer data captured through the in-depth quiz provides invaluable insights into users' hair profiles
• Reduced product returns by guiding customers to optimized products from the start
• 360-degree customer view with sophisticated segmentation capabilities

If your Ecommerce brand struggles to segment customers and make personalized recommendations, Octane AI is the solution. Go beyond basic segmentation to truly customize the experience. Capture robust customer data through interactive quizzes, then use those insights to boost revenue across your business.