Rethink Your CX: Beyond Basic Popups & Quizzes

Hey everyone,

Welcome back for another bite to chew on.

Today we’re getting into customer experience.

Because the sad truth is that most DTC brands are leaving serious money on the table thanks to lackluster CX.

Think about it - you spend all that money getting traffic to your site, only to greet visitors with the same generic popup offering 10% off in exchange for an email. Then you wonder why your conversion rates hover around the industry average.

That’s why we decided to completely redevelop our on-site customer journey. And here’s what happened:  

• Email capture rose to 22% (versus the industry average of 10%)

• Quiz drove a +102% increase in conversion rate 

• A +34% boost in average order value

Today, we're pulling back the curtain on our approach to creating experiences that convert.

On the Menu:

• Reinventing Popups: From Annoying to Valuable

• Quiz Strategy: The Engagement & Data Goldmine

• Testing for Success: The ExperienceEngine Method

• BONUS: Combining data for super personalization

• 🔥PS: Join us at our SHOPTALK event! (Scroll down for more details)

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Reinventing Popups: From Annoying to Valuable

Most popups are conversation stoppers. 

They interrupt the user experience, demand something (an email), and offer little value in return.

We changed that by making our popups the START of a value exchange rather than a transaction.

Instead of immediately asking for an email, our highest-converting popup lead with a question: "What is your ultimate health and beauty goal?" 

Visitors choose from options like weight loss, energy, detox, or anti-aging.

👆This simple change doubled our opt-in rate from 11% to 22%.

But the real innovation is what happens next → After signup, visitors don't just get a generic "check your email" message. 

Instead, they see educational content specifically about the goal they selected. Someone who chose "weight loss" sees different content than someone who selected "anti-aging."

This educational moment accomplishes two things: it delivers immediate value (no waiting for an email), and it primes the visitor for the right products before they even hit our product pages.

Quiz Strategy: The Engagement & Data Goldmine

Quizzes have become standard e-commerce fare - but we find most are poorly executed. 

They're: 

❌ Too long 

❌ Too simplistic, or 

❌ Fail to create a meaningful connection 

Through extensive testing, we've discovered that effective quizzes need 3 key elements:

1. Be brief

2. Be educational

3. Build anticipation

First, brevity is essential. 

Our completion rate dropped by 15% for every question beyond 5. 

We now keep all quizzes under five questions, with each designed to capture a specific data point that influences our product recommendations.

Second, educational content throughout the quiz dramatically improves completion. 

Each question includes a brief educational element - for example, explaining why we're asking about their diet before recommending supplements. 

This transparency builds trust and keeps users engaged.

Third, the quiz needs to create genuine anticipation. 

Rather than a transactional "answer questions, get a recommendation" approach, we frame our quiz as a journey to a personalized solution. 

The language throughout builds excitement for the tailored recommendation they'll receive.

The results are extraordinary → 

🚀 80% quiz completion rate (compared to 45% with our previous approach)

🚀 34% higher average order value for quiz completers

🚀 102% higher conversion rate compared to non-quiz traffic

But the quiz's value extends WAY beyond the immediate conversion. 

It creates a foundation of zero-party data that powers our email marketing, advertising, and product development. 

Every customer who completes our quiz essentially tells us exactly what messages and products will resonate with them.

Testing for Success: The ExperienceEngine Method

The most powerful insights come from systematic testing. 

Working with Stay.ai’s ExperienceEngine, we identified a critical challenge: high churn rates for subscribers between their first and second orders.

We were losing approximately $22,000 in monthly revenue from customers who skipped or canceled after their first shipment. 😬

Rather than accepting this as normal subscription behavior, we designed an experiment → 

We tested offering free gifts at different stages of the subscription journey - specifically on orders 2, 3, and 4. We notified customers about these gifts via email and SMS before their order was processed.

The results revealed a fascinating pattern:

• Order 2 free gifts drove an 85% lift in retention 🤩

• Order 3 free gifts drove only a 15% lift 😐

• Order 4 free gifts produced no measurable improvement 🙁

This test taught us something critical about customer psychology: for Obvi customers, the vulnerability point is highest between orders 1 and 2, when they are still evaluating the product's value. 

By order 4, customers have either committed to the brand or not - incentives no longer significantly influence behavior.

🔑 Based on these insights, we reallocated our retention budget to focus heavily on that crucial second order transition, which yielded an additional $18,700 in monthly recurring revenue - an 850% ROI on the cost of the gifts.

This methodical testing approach can be applied to every element of your customer experience - from popup design to checkout flow to post-purchase communications. 

The key is isolating variables and measuring the impact on specific metrics that matter to your business.

Bonus: Combining Data for Super-Personalization

The real magic happens when you connect these customer experience elements into a cohesive system. 

Pop-up responses + Quiz answers + Purchase Behavior, + Retention Experiment Results, = customer segments with conversion rates up to 4.5x higher than our site average.

For example, when someone indicates weight management as their goal in our popup, completes our quiz, and then purchases a weight-focused product, we can tailor their entire future experience → from subscription communications to cross-sell recommendations to retention offers.

This interconnected approach ensures that each customer receives experiences and offers that resonate with their specific goals and behaviors, dramatically increasing lifetime value.

Check out the Chew On This Shoptalk Founders Reception!

Going to Shoptalk this year? Join us after a long day of conferencing to chill out, unwind, and connect.

We promise a night of small bites + cool cocktails + over 100 of the best founders and operators = Great times.

Don’t miss this one if you’re in Vegas this week!

🗓️ March 26
🎰 Las Vegas
⏰ 6:30-9:30pm

 RSVP here.