Digioh’s guided selling quizzes helped IGK Hair bring color confidence to shoppers—resulting in a 30% lift in sales and a seamless online buying experience.

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IGK Hair is a well-loved brand in the haircare world, known for its innovative products and cutting-edge colors. They wanted to simplify the hair color selection process for shoppers and empower them to make confident choices.

They turned to Digioh to help guide buyers to their perfect hair color through a product recommendation quiz. The result? A 30% surge in color product sales, a smoother shopping journey, and a 19% increase in average order value (AOV) that speaks for itself.

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The Turning Point

IGK Hair already had a quiz on their site, but it fell short of meeting the brand’s goals for personalization. Built on a platform without any branching logic, the quiz felt more like a static survey that was unable to adapt based on the shoppers’ responses, leaving them with limited guidance to find their ideal match. 

Additionally, their old quiz platform lacked the customization IGK needed to adapt to their product range and brand aesthetics. “We tried other solutions that were out-of-the-box tools that linked with Shopify. But they were more primitive in terms of their design capabilities,” Johnny Grant, Senior Ecommerce Manager at Neon Flux (IGK's agency partner), explained.

Johnny saw the opportunity for something better. After searching for a new solution, he chose Digioh for its customizability, advanced logic, and flexible design. 

“We were really looking for customizability. The quizzes that we were trying to build were pretty complex, so we needed a tool that could easily handle the mapping and rules that we needed,” Johnny shared.

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Crafting the Perfect Quiz Experience

IGK partnered with Digioh, using its advanced quiz tools. They started with a shampoo and conditioner quiz, which guides visitors to the best combinations for their hair, driving a 19% lift in AOV. 

With this success, IGK brought Digioh’s quiz-building power to their color line.

Now, with Digioh’s branching logic, IGK’s shade finder quiz takes shoppers through a personalized journey based on their current hair color, past dye jobs, and their dream look. 

Each step brings them closer to a custom recommendation, helping them avoid shade mistakes and ensuring they get exactly what they want.

“The Digioh team was critical in setting up the design and the templates for how each question would look,” Johnny shared. “The team also did a great job at training me on how to customize each step and was very timely in helping with any questions that I had. It was a great implementation process.”

Since the new quiz launched IGK has seen a higher conversion rate among quiz-takers. “We see a higher conversion rate out of the visitors who do interact with the quiz,” Johnny noted. “It’s a great part of our site that once set up, it doesn’t require much maintenance.”

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Engaging Visitors With a Smart Exit-Intent Pop-Up

To expand the impact of their quizzes, IGK introduced an exit-intent pop-up, prompting visitors to take the quiz before leaving.

“We took advantage of using the shampoo and conditioner quiz as an exit intent offer, which does really well for us in terms of converting those exiting shoppers,” Johnny said. This simple pop-up captures visitors who might otherwise have left the website empty handed, leading to increased quiz engagement and ultimately conversion.

Additionally, IGK links to the quiz in email campaigns, paid ads, and product detail pages, creating multiple touchpoints that drive traffic back to the quiz.

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Conversions and AOV on the Rise

With Digioh in their marketing tech stack, IGK Hair has unlocked new growth in both conversions and customer satisfaction. Their shampoo and conditioner quiz alone sees a 60% completion rate, guiding shoppers to perfect product combinations and raising average order value (AOV) by 19%. In general, IGK has seen a higher AOV from a quiz purchaser vs. their standard AOV.

Meanwhile, the shade finder quiz has led to a 30% boost in color sales, helping customers feel confident in their purchases.

Over the past quarter, these guided selling experiences generated $150,000 in new revenue and raised IGK’s digital conversion rate from 3.5% to 8.3% (a 137% increase). 

Digioh didn’t just meet IGK’s goals; it delivered results that far surpassed expectations. Reflecting on the success, Johnny shared, “We’re really happy with what we’ve seen so far. The results with Digioh were so good for IGK Hair that it was almost a little hard to believe.”

"Digioh has been an invaluable partner, consistently demonstrating their expertise and willingness to go the extra mile. Unlike many marketing partners that merely present a standardized and often irrelevant deck, Digioh actively collaborates with our team to provide innovative strategies tailored to our needs, driving real results. Their commitment to our success truly sets them apart in the industry." - Tony R. Boucher, Senior Lifecycle Manager, Neon Flux

And Johnny’s advice for other brands? “Consider all the things that Digioh can provide as opposed to just a quiz or just one feature. Look at them as a partner and platform that can maximize efficiency and provide your brand with more value.”

Through personalized engagement and innovative quizzes, IGK Hair has transformed its online shopping journey into one that consistently converts—building a connection with customers and proving that the right tools can drive impact at every stage.