Buying a mattress is a big decision. And when it comes to premium models, shoppers need more than product specs to feel confident.

That’s why Lull, known for its high-quality mattresses, wanted to launch a quiz to guide shoppers to the right choice and help them feel good about investing in a better night’s sleep.

“Some people don’t want to scroll through tons of content or go through email funnels. They need help. They don’t have a lot of time,” said Mark Nagelmann, Senior Director of Ecommerce at Lull. “So I think the best reason for a quiz is that it captures people who need more guidance and shows them the best product for their needs.”

While a product recommendation quiz had been on the roadmap for years, building it from scratch proved too complex to prioritize alongside other initiatives.

“Years ago, one of the founders came to me and said that they wanted a quiz on the website. It was this massive, amazing project that we never got to launch because it was simply just too difficult to code and put together ourselves.”
- Mark Nagelmann, Senior Director of Ecommerce at Lull

Every year or two, the idea for a quiz resurfaced, especially after seeing competitors and other brands launching quizzes. 

The Lull team believed a quiz could have a positive impact on conversions. They just needed to find the right partner to help bring their vision to life.

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Helping Shoppers Rest Easy

Traditionally, people have bought mattresses in-store—testing them out in person before making a decision. Buying online removed that tactile experience, leaving shoppers with more questions than confidence. 

Many didn’t know if they needed a foam, spring, or hybrid mattress. And with premium price points, that hesitation could stall conversions. The Lull team knew guided selling could build trust and help overcome purchase hesitation.

So, the Lull team started evaluating quiz solutions. After hearing consistently strong feedback from peers and industry experts, the Lull team decided to partner with Digioh.

“We were very skeptical at first. We didn’t know if a quiz was worth it. But we were hearing from all these people that we trust that Digioh is the best tool… And now we have the output and a quiz is definitely a proven marketing channel for Lull.”
- Mark Nagelmann, Senior Director of Ecommerce at Lull

Working closely with Digioh’s onboarding team, Lull launched a mattress finder quiz that created a guided, two-way conversation that personalized the shopping experience without requiring engineering time or custom code. “The Digioh team took all of the coding, all of the content, all of the results and the funneling and the data mapping, and basically handed it to me on a silver platter,” said Mark.

The same level of personalized support is available to every Digioh customer—from brands with 4 products to 400—making it easy for teams of any size to launch high-performing experiences.

Once the quiz was live, Lull tested placement across the site, starting with the top nav and footer, then expanding to landing pages, the homepage, and email campaigns (powered by Klaviyo). With every test, Lull saw that their quiz was guiding shoppers and changing the way they purchased.

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Building Trust, One Question at a Time

For Lull, the quiz has helped them create a more helpful shopping experience that mirrors the kind of guidance a shopper might get in-store. Instead of just moving visitors through a funnel, the quiz asks about sleep habits, preferences, and challenges. 

In return, they’re matched with a mattress and shown why it’s the right fit. “Each of those selections that you made, we were able to acknowledge what you’re going through, educate you on ways to help your sleep, and then talk about how the Lull mattress can accommodate those needs,” noted Mark.

The results page reflects this back to the shopper, reinforcing their answers and providing a personalized recommendation with context. Plus, Lull can use the zero-party data from every quiz response to shape their marketing campaigns and messaging.

And because the data is captured through Digioh’s platform, it’s automatically integrated with Lull’s marketing stack. This means their Klaviyo email flows, SMS campaigns, and on-site personalization efforts can all respond to what each shopper told them in the quiz—ensuring the experience doesn’t stop at the results page

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From Quiz to Conversion Lift

In just three months, Lull saw a 144% lift in conversion rates among quiz takers compared to non-takers. These shoppers also spent more—average order value rose by 36%. And because the quiz helped connect people with the right mattress faster, Lull’s team saw more confident purchases across the board. 

“We ask the right questions to capture the right audiences. The experience built trust, so people were more comfortable purchasing a higher-cost product than they initially came in to look for. The quiz has helped us better educate shoppers and guide them toward the mattress that truly fits their needs.”
- Mark Nagelmann, Senior Director of Ecommerce at Lull

One of Lull’s key goals was to help shoppers see the value of their higher-end mattresses. That shift was a major win, leading to a 300x+ ROI.

The quiz’s success goes beyond conversion and AOV: nearly half of quiz takers opted in to email, giving Lull’s team the opportunity for personalized follow-up campaigns.

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What’s Next for Lull’s Quiz Strategy

With a strong foundation in place, Lull is focused on getting even more shoppers into the quiz funnel. They’re exploring new ways to promote the quiz—like embedding it on product detail pages, adding a splash page, offering incentives, and launching personalized campaigns for shoppers who already completed the quiz.

Lull’s success proves that you don’t need a massive product catalog to benefit from guided selling. With the right questions, right partner, and a well-designed experience, even a small set of SKUs can turn into a powerful conversion engine.

Curious what a quiz like this could do for your brand? Digioh helps subscription and DTC businesses of all sizes capture data, convert more shoppers, and build smarter marketing funnels without engineering help. Book a demo to get started.