Power personalization and conversion with zero-party data
Have you ever been on a brand new website with enticing products, but didn't know which product matched best with your needs? Guided selling quizzes break down barriers to conversion by directing customers to the exact products that are right for them, all while gathering valuable insights.
Traditional signup forms can only go so far. With a quiz, you gain a deeper understanding of each customer's preferences so you can guide them to what they truly want. Plus, when you use a tool like Digioh that integrates directly with Klaviyo, you can store these detailed customer preferences and insights and use them to target and personalize future email and SMS communications.
Zero-party data, or information that a customer willingly shares, empowers brands to completely transform their marketing with highly targeted, high-performing email and text communications.
Case study: Andie Swim's success with quizzes
Let's see how Andie Swim was able to use data from a guided selling quiz in Klaviyo to boost conversions and reduce returns.
Capture customer preferences
Andie Swim implemented a Digioh guided selling quiz to help customers find the perfect swimsuit based on preferences like fit and style.
For something highly customizable, like a swimsuit, this helped customers feel confident about their purchase and quickly convert to loyal customers.
Online swimsuit shopping can be frustrating and difficult, and implementing a quiz improved the experience for many customers.
Quiz answers were automatically synced to Klaviyo.
Send targeted communications
The team also launched a quiz email flow based on a template in the Klaviyo flow library. This flow offered personalized recommendations based on customer input, like body type, style preferences, and how each customer planned to wear the suit.
Measure success
As a result, Andie Swim achieved:
- A 296% increase in conversions
- 21% increase in average order value (AOV)
- Reduced return rates
- Over 25k new email subscribers
Read more about how Andie Swim boosted conversions with zero-party data.
Steps to implement your own quiz
Want to get started with your own quiz? Click on each dropdown below to learn what steps to take to collect, use, and analyze zero-party data.
Step 1: Capture zero-party data onsite
Use these tactics to collect zero-party data directly from your customers:
- Guided selling quizzes: Collect preferences, concerns, and goals while guiding shoppers to the right products.
- Behavioral pop-ups & mini-quizzes: Go beyond simple list growth and ask contextual questions like “What are you shopping for today?”
- Exit intent pop-ups: Identify buying barriers with “What’s stopping you from checking out?”
Step 2: Sync data to Klaviyo
After filling out a Digioh quiz or form, the following profile properties and events are passed to Klaviyo:
- Product preferences
- Shopping goals
- Quiz completed event
- Form responses
- Abandonment reason
- UTM source or campaign attribution
- If the shopper is in a specific Klaviyo list (or not)
Step 3: Build targeted segments
Use synced data to create high-conversion segments like:
- Interested in [category]
- Likely to repurchase [X]
- Abandoned cart due to price sensitivity
- Gift shoppers
- Health-conscious shoppers
Step 4: Trigger strategic flows in Klaviyo
Zero-party data enables marketing that meets customers exactly where they are in their journey. For example:
- A maternity brand can ask, "Are you expecting or shopping for a little one?" and then deliver weekly tips for expecting parents or age-appropriate product suggestions.
- Post-purchase pop-ups can gather insights like "How did you hear about us?" or "What are you shopping for next?" to inform future marketing efforts.
Example Flows to Build:
- Personalized welcome flow based on quiz results
- Post-purchase educational follow-up based on goals or preferences
- Subscription reminders based on quiz results
- Abandonment flows customized by stated objections
Step 5: Send targeted campaigns
Use your new customer insights to send targeted campaigns, like:
- Promote collections based on quiz outcomes.
- Offer limited-time incentives matched to expressed preferences.
- Use personalized data to enrich Klaviyo dynamic content blocks.
- Surface pop-ups onsite with Digioh by referencing if a subscriber is or is not part of a specific list (i.e, repeat purchaser, not a subscription customer).
Step 6: Measure success
Brands combining Digioh with Klaviyo often see:
- 300% increase in conversion rates (quiz-takers vs. site average)
- 20%+ increase in email and SMS flow revenue
- 60–80% open rates and 10–20% click-through-rates on segmented campaigns
- Growth in list size + improved subscriber lifetime value
Use these metrics as benchmarks for your personalized marketing strategy.