How Lull Lifted Quiz-Taker Conversion 144%, AOV 36%, and Achieved 300x+ ROI

Buying a mattress online removes the ability to test the product in a store, which makes education and confidence especially important. Lull wanted to give time-constrained shoppers a faster way to understand their options and see which mattress best matched their sleep needs.

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The Challenge: Bring In-Store Guidance to a High-Consideration Online Purchase

Lull had wanted a product recommendation quiz for years, but building the experience internally proved too complex to prioritize. At the same time, shoppers still had basic questions about whether they needed foam, spring, or hybrid construction and whether a premium model was worth the investment.

The brand needed a guided selling experience that could educate without overwhelming visitors, recommend the right product, and show why the recommendation made sense.

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The Approach: Ask About Sleep, Then Explain the Recommendation

Lull partnered with Digioh to build a mattress quiz around sleep habits, preferences, and challenges. The experience does not simply output a product; it reflects the shopper’s answers back to them and explains why the recommended mattress fits.

• Use customer context to guide the decision. Questions about sleep preferences and challenges help Lull move beyond generic product specs.
• Explain the “why” behind the result. The results page acknowledges the shopper’s needs and connects those inputs to the features of the recommended mattress.
• Test where the quiz belongs in the journey. Lull promoted the quiz in navigation, the footer, landing pages, the homepage, and Klaviyo email campaigns to find more effective entry points.
• Use quiz responses after the session. Zero-party data can inform Klaviyo email flows, SMS campaigns, and onsite personalization so the experience continues beyond the results page.

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Lull’s Shopify experience captures quiz responses through Digioh, while Klaviyo supports email promotion and lifecycle follow-up. The same zero-party data can also inform SMS and onsite personalization, allowing the recommendation context to persist after the shopper leaves the results page.

The quiz made premium mattress recommendations feel more trustworthy because the customer could see how the recommendation connected to what they had shared.

“The experience built trust, so people were more comfortable purchasing a higher-cost product than they initially came in to look for.”
- Mark Nagelmann, Senior Director of Ecommerce at Lull

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The Results: Higher Conversion, Higher AOV, and More Premium Purchases

In the first three months, quiz takers converted at a rate 144% higher than non-takers and generated a 36% higher average order value. Lull also reported more confident movement toward premium mattress options.

That shift produced more than 300x ROI. The quiz was not only converting more visitors; it was helping shoppers understand why a higher-priced product could better match their needs.

Nearly half of quiz takers opted into email, giving Lull a large pool of high-intent shoppers for personalized follow-up and extending the value of each quiz interaction beyond the immediate session.

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Why It Worked: The Quiz Built Trust Before Asking for a Premium Purchase

• The questions addressed real purchase uncertainty. Sleep habits and product-fit concerns were more useful than simply repeating mattress features.
• The results explained the recommendation. Shoppers could see how their own answers led to the product, increasing confidence in the outcome.
• Quiz placement was treated as a testable variable. Lull expanded promotion across site and email instead of assuming one entry point would be enough.
• The data supported follow-up. Email opt-ins and zero-party responses created a path for more relevant lifecycle campaigns.

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Key Takeaways for Ecommerce Marketers

• Guided selling can work even with a small catalog. The value comes from helping shoppers choose confidently, not from the number of SKUs.
• Use explanation to support premium upsell. A recommendation is more persuasive when the shopper understands why the higher-value product fits.
• Test quiz discovery as aggressively as quiz logic. Navigation, homepage, PDP, landing-page, and email placements can change how much value the experience creates.
• Capture permission while intent is high. Quiz opt-ins create a strong follow-up audience because customers have already shared detailed purchase context.