How Unite Hair Generates 17% of Revenue from Their Quiz
Learn how this luxury hair care brand uses personalized quizzes to increase average order value by 21% while building customer loyalty.
About Unite Hair
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.
UNITE HAIR positions itself in the high end of the haircare market, under the belief that beautiful hair starts with great products. 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.
Company Info
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 felt overwhelmed when browsing products on their 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.
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, their criteria were:
Detailed Questions
Capture hair type, texture, concerns, and desired outcomes
Advanced Segmentation
Use responses to segment users into targeted groups
Personalized Recommendations
Tailored product suggestions based on unique profiles
Klaviyo Integration
Seamless follow-up messaging after the quiz
Robust Analytics
Analyze quiz performance and optimize over time
After 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.
"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."
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 an ever-present option in the header navigation bar.
Personalized Quiz Questions
The quiz captures essential details about each customer's hair profile:
Smart Email Capture Strategy
UNITE HAIR has a solid strategy to get leads into their quiz funnel. Site-wide, visitors are offered 15% off in exchange for their email. However, to incentivize visitors to take the quiz, UNITE HAIR offers 20% off for those who add their email after completing the quiz—delivered only via email.
This strategy alone has helped UNITE HAIR generate 17% of all their revenue via Octane AI's quiz!
Personalized Results Page
Immediately after completing the quiz, shoppers are taken to a page with personalized recommendations based on the information gathered in the quiz.
Post-Quiz Email Flow
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.
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.
Sophisticated Branching Logic
Delivers a tailored experience by asking follow-up questions based on user responses.
Klaviyo Integration
Deploy customized coupon codes and follow-up campaigns post-quiz seamlessly.
Detailed Analytics
Insight into quiz performance, user segments, and optimization opportunities.
60 Personalized Result Pages
Hyper-targeted product recommendations based on unique customer profiles.
The Results
By implementing Octane AI's robust lead generation engine and personalization tools, UNITE HAIR realized transformative business results.
Quiz takers spend 21% more compared to non-quiz customers.
Of all revenue in the past year came from people who took the quiz.
The quiz drives up to 24% of revenue during non-promotional periods.
Over 50,000 quiz completions within the first year of launch.
Additional Benefits
- 60 hyper-targeted result pages created to match customers to products
- Faster workflow for creating quizzes compared to engineering from scratch
- Rich customer data for hyper-personalized campaigns
- Reduced product returns by guiding customers to optimized products
- 360-degree customer view with sophisticated segmentation
"Our quiz averages about 17 percent of our revenue, and can be as high as 24% of revenue when we do not have any promotions running."
Lessons Learned and Future Plans
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.
Looking ahead, UNITE HAIR plans to:
"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
Ready to transform your customer experience?
Join UNITE HAIR and thousands of other brands using Octane AI to grow.