How a Beauty Brand Turned One Product Quiz Into 7,800 Leads a Month
Short summary:
A teardown of the curl quiz Ouidad uses to generate about 7,800 leads a month. It walks through the three decisions most brands get wrong: where the quiz lives, when to ask for the email, and which question really controls the recommendation.
Transcript:
- 10,000 people take this quiz every month. 79% finish it. And of the people who finish it, 97% hand over their email address. That's about 7,800 leads a month from one quiz.
- The brand? Ouidad. They're a curly hair care company. They've been around since the '80s, and they know more about curls than almost anyone. This video is about how Ouidad turned that expertise into a product quiz. And more importantly, it's about three decisions they made that most brands get wrong.
- Start with the homepage. There's the quiz in the main navigation. Then the hero banner, where the quiz is very well highlighted. Scroll down and it's a card in the "more ways to shop" section. Keep going and there's a full-width banner for it. And in the footer, it's also under helpful links. That's five entry points on one page, and that's before the pop-ups on specific pages and event triggers. They also have Klaviyo email flows directing to their quiz.
- Most brands build a quiz, put it on one landing page, link it once in the nav, and then wonder why nobody takes it. Ouidad treats the quiz as a primary route into their store, not as a simple feature. That's where 10,000 sessions a month comes from. Not from the quiz being clever, but from the quiz being unavoidable.
- So here's the quiz itself. On the get started page: one image, one line, one button. Notice what isn't here. No email gate. No explanation of how it works. No reassurance about how long it takes. Just "get started."
- Question one is about images, not words. Pick the texture that looks most like your hair. That's the easiest possible first question, and it's doing real work. A shopper can answer it without knowing any terminology at all.
- Then texture and density. Then porosity. Notice each option is written as a description of what actually happens to your hair. Chemical treatments in the last six months. Styling goals. Then the biggest concerns, where you can select up to two options. Every one of these answers is stored as an attribute on that shopper's profile, not just added to a score. This is the zero-party data the whole thing exists to collect.
- This is the interesting one. Are you willing to use multiple products in a routine, or do you prefer a simple regimen? That reads like a courtesy question. It isn't. That answer defines whether the results page recommends three, four or five products. A shopper who says they like a full routine gets shown a bigger basket, because they asked for it. A shopper who prefers a simple recommendation only sees three products, and doesn't bounce off a page full of things they didn't want. Most brands would handle this with an upsell after the fact. Ouidad handles it by asking.
- And here's the email capture field. At the end. Question eight of eight, after the shopper has already invested seven answers. There's a 25% discount attached, and there's a visible "No thanks, take me to my results" link. So it isn't a hard gate. 97% of the people who reach this screen give their email anyway.
- That's the number I'd think hardest about. The instinct with a quiz is to capture the email early, because you assume people will drop off. Ouidad does the opposite. They earn eight answers first, then ask, and offer something in return. Two things are doing the work here. The shopper has already put effort in, so they want to see the payoff. And there's a real discount on the table, so it isn't just goodwill. But the sequencing matters. Asking first would have cost Ouidad completions. Asking last cost them almost nothing.
- The loading screen isn't a spinner. It's a custom page that tells you what's being matched, making the personalization feel like work is happening in the background.
- Then the results. A named routine, addressed to you. Four matched products in a pre-built order overview, discount already applied, and one "add all to cart" button. Below that, the same four products laid out as a routine: cleanse, condition, prime, style. Each with what that step does for your curl type. That's the difference between selling a bundle and selling a regimen.
- Then the add-ons: pre-treatments, at a higher price point than the core routine. And notice, every one says "perfect for all curl types." The recommended products do the personalization. The add-ons do the basket size. Two different jobs.
- Then a section called "Your curl type explained," with the actual steps to follow. And at the bottom: "We didn't guess. We matched." That's the promise the whole quiz just made, stated plainly.
- So: 10,000 sessions a month. 79% completion. 97% of completions become leads. That's 7,800 leads a month.
- Here's what I think transfers. First lesson: don't assume a quiz belongs on one page. Put it on every relevant surface where customers might need help making a decision. Second: ask for the email last, once you've already provided value, and give people a good reason to share it. And finally, find the one question that quietly controls what you recommend. That's often where the real personalization happens.
- And this isn't just for beauty. Supplements, pet nutrition, clothing, fitness, coffee, you name it. Any category where customers need help choosing will benefit from a quiz. The test is simple: if your customer service team answers "Which one should I get?" 50 times a week, that's a quiz.
- The full Ouidad case study is linked below if you want the complete breakdown. And if you'd like to talk about what this would look like for your brand, just let us know.
Description:
- 10,000 people take Ouidad's quiz every month, 79% finish it, and 97% of finishers leave their email: about 7,800 leads a month
- Decision one: the quiz is everywhere, with five entry points on the homepage alone, plus pop-ups and Klaviyo flows
- Decision two: the email is asked last, at question eight of eight, with a 25% discount and a skip link
- Decision three: one quiet question about routine size decides whether the results show three, four or five products