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How implementing a shopping quiz increased conversion rate from 1.98% to over 8%

Shopping quiz for Royalty Natural helped shoppers to
diagnose their hair care issues on the basis of which a personalized
hair care routine is recommended.



Co-founded by two entrepreneurial mothers, Royalty Natural is a natural hair care brand based in Montreal, Canada. They have products designed to meet the needs of the different hair types of black women – wavy, curly or kinky.

They offer everything from shampoo to serum to butter cream, with number codes to help simplify the routine. Their products are specially formulated to repair damaged hair, moisture retention or curl definition.

Royalty Natural’s mission is to make black women feel confident and self-assured by providing easy-to-use hair care products that are natural and specifically designed for curly, wavy or kinky hair. Their products are available online and in select stores across Canada.


People with different hair types come to shop at Royalty. With over 20 different products, it can be challenging to know what works best for a particular hair type, and the step-by-step process to use a suite of products.

In line with the company’s mission to simplify women’s hair care routine, they wanted to make the process of choosing the product for their specific hair care as simple as possible.

And with the recent Ios14 update and the steep rise in acquisition cost, the brand needed to devise a strategy to lower its acquisition cost. A shopping quiz was the only way to achieve both.


To solve this problem, we implemented  a shopping quiz with the following unique benefits:

  • Give each customer personalized recommendations based on their answers.
  • Collect zero-party data (i.e. direct data from customers themselves) to help follow up with personalized communication
  • Give expert advice in addition to personalized recommendations


  • Within 6 months of implementing shopping quiz, revenue from the shopping quiz accounted for 12.6% of total revenue.
  • We recorded a conversion rate on quiz of 8.2% compared to the store conversion rate of 1.98% i.e. over 400% increase!