How Proactiv Runs 7 Onsite Campaigns Without Overlap

First-time visitors see one of two welcome pop-ups: a zero-party data ask that opens by learning more about the shopper (are they starting a new routine, adding to one, chasing a quick fix, or not sure yet) before moving to email and then SMS. Or a Spin-to-Win version of the same 15% offer. The two are part of one A/B test, split 50/50 across new-visitor traffic, with each unknown visitor assigned to a single variant so nobody sees both.

Returning visitors who are already on Proactiv's email list but haven't opted into texts get their own pop-up with a 15% offer. It only shows to people Digioh/Proactiv already recognizes, so a first-time visitor never sees the SMS pitch, and someone who already gets texts never sees it either.

Unknown visitors get a simple "don't leave empty-handed" email capture. Known visitors with something in their cart get pointed straight back to checkout. Known visitors without a cart, who've been on the site more than 10 seconds without converting elsewhere that session, get routed to the quiz instead.

Proactiv's quiz asks who the shopper is buying for, their age, skin type, goals, and current routine, then serves personalized product recommendations. Shoppers can opt in to email before seeing their results, or they can skip straight to their recommendations. If they do opt in, every answer flows into its own Klaviyo list so quiz-takers get follow-up built around what they said about their skin, not a generic flow.