How RANAVAT Builds Personalized Shopping Experiences That Convert & Keep Shoppers Coming Back

How a founder-built luxury skincare brand uses personalized quizzes and identity data to guide every shopper to exactly what they need, and keep them coming back.

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A brand built around getting skincare right

Michelle Ranavat founded RANAVAT from her home in 2017 after experiencing postpartum hair loss and skin issues and turning to traditional Ayurvedic rituals for answers. What started as a personal journey became a brand: one that brings those ancient practices to life in a way that feels modern, grounded in science, and deeply personal.

Eight years later, RANAVAT is sold in over 500 retail stores including Sephora, with a growing DTC business and a loyal customer base. The product line spans 20–30 SKUs at a premium price point, which means helping a new customer find the right product is core to the brand experience.

"We have 20–30 different products and the price point is significant. It's an investment. So people really need to first understand: what product is for me? What are the results I can expect?" said Michelle Ranavat, Founder of RANAVAT.

Once someone makes that first purchase, they tend to stick around. But the opportunity was in making that first connection, helping a new visitor feel confident enough to buy, in a category where confidence doesn't come easy.

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Skincare is individual. The online experience usually isn't.

Skincare is personal. The routine that works for a 25-year-old with oily skin is completely different from what someone in their 40s navigating hormonal changes needs. For RANAVAT, that reality shapes everything: how products are formulated, how the brand communicates, and how it wants to show up for shoppers online.

The challenge is that most onsite experiences don't reflect that. Every visitor lands on the same page, sees the same products, and gets the same message, regardless of who they are or what they're actually looking for. 

For RANAVAT, that gap between the in-store experience (where an expert can ask questions and guide a customer to exactly the right product) and the online experience was something worth closing.

Michelle also had a clear bar for how that personalization should feel. She'd seen other quiz tools. They didn't feel like RANAVAT. "With other quizzes, it just kind of looked clunky. And it felt like a lot of work," said Michelle.

RANAVAT wanted something that felt native to the brand. And whatever tool they used needed to work as part of a bigger system, not just sit in isolation.

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Guided selling for complex product lines

RANAVAT worked with Digioh to build two different quizzes—one for skincare, one for fragrance —each designed around the specific challenge of helping a shopper feel confident in a purchase they can't fully evaluate from a screen. "The sheer complexity of creating a routine is really overwhelming for people. We need to find ways to make it easier, like these are the steps you need, customized for you,” noted Michelle.

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The Skincare Ritual Quiz

The skincare quiz opens by asking for the shopper's name and age, with age being one of the most useful data points for a brand where what works at 25 looks different at 45. 

From there, it moves through skin type, skin goals, self-care habits (ranging from "luxurious and multi-step" to "barely have time to wash my face"), and environmental factors.

The final step gives shoppers a choice: enter an email for 15% off their first order, or skip straight to results, a low-pressure way to capture contact information without making it feel like a toll gate. 

Shoppers who opt in receive a personalized results email with a "Shop My Ritual" CTA that brings them back to their unique recommendations, making it easy to return and buy when they're ready. Those who skip still get a fully personalized experience.

The results page greets each shopper by name: "[First Name], here is your personalized ritual." Products are displayed with add-to-cart functionality built right in, along with a one-click "Add Full Ritual to Cart" option. For returning visitors who've already taken the quiz, RANAVAT remembers their results, so clicking the quiz link takes them directly to their recommendations instead of starting over.

The quiz is promoted across the homepage, navigation, footer, and email campaigns, making it a central part of how RANAVAT guides shoppers through the site, instead of a feature tucked away in a corner.

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The Fragrance Quiz

Buying fragrance online is a different kind of challenge. You can't smell it, you can't test it, and most product descriptions rely on language that doesn't mean much to the average shopper. RANAVAT's fragrance quiz, built around the concept of "discovering your inner aura",  approaches the problem from a different angle entirely.

Rather than asking shoppers to identify or describe notes they may not recognize, the quiz asks about energy, mood, and personality: What kind of energy are you craving right now? Where would we find you on a Saturday night? Which aura color speaks to you? 

It feels engaging to take, and builds genuine confidence in the recommendation it delivers, even for something you can't smell before you buy.

The results page delivers a single product recommendation with a size selector built in (5mL or 50mL) so the path from result to purchase is as short as possible.

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When shoppers feel understood, they buy

At the heart of both quizzes is a simple insight that Michelle comes back to often: people are far more likely to buy when they feel like a product was chosen for them specifically, not just recommended to everyone.

"The biggest worry people have is: ‘is it gonna work for my skin? You're telling me it works for all these other people. I see the before and afters. But I still need to know about me.’ When they take the quiz, it gives them that extra layer of confidence," said Michelle.

That confidence shows up in the numbers. In 2025, the conversion rate from Digioh-powered campaigns was 8.8%, compared to a 2.4% sitewide average (a 266% increase). Average order value from Digioh campaigns was $200 versus $150 across the rest of the site (a 33% increase).

“The efficiencies that you get from quizzes, pop-ups, being able to eke out more revenue per customer is a huge value add. It costs so much to acquire customers these days, so you really need to make sure that when they're coming to your site, they get what they need, they convert, and then they stay with you. And Digioh helps with all of that.”
- Michelle Ranavat, Founder of RANAVAT

But the value of that data doesn't stop at the first purchase. The zero-party data collected through the quizzes, like skin goals, age, self-care habits, environmental factors, feeds into how RANAVAT communicates with customers long after they've left the site. Someone who's indicated they're focused on hair care gets different content than someone working on their skin. 

It helps their marketing feel more like a conversation than a broadcast, which, for a brand like RANAVAT, is exactly the point.

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One partner who handles the whole picture

RANAVAT runs lean. There's no large e-commerce team or an appetite for managing a fragmented stack of single-purpose tools. When Michelle evaluated what they needed—quizzes, pop-ups, onsite personalization, data that flows cleanly into Klaviyo—she wanted one partner who could handle all of it, and connect to everything else without friction.

"If you have one core powerhouse partner that can utilize that information across every part of your website without you even having to think about it, and they integrate with everyone and handle the creative, it feels like a no-brainer." 
- Michelle Ranavat, Founder of RANAVAT

Beyond the quizzes, RANAVAT has used Digioh across a range of onsite experiences: quiz teaser slide-ins to engage visitors who haven't yet taken the quiz, email and SMS sign-up pop-ups, sitewide sale banners, free-gift-with-purchase promotions, and exit-intent campaigns.

And because it all runs through one platform, the data collected in one experience is available across all of them.

The design and build support mattered just as much as the technology. Digioh's team worked closely with RANAVAT to make sure every element felt like the brand and native to the site, not dropped in from somewhere else.

"I love that the designs feel so native to the site, and how Digioh's team worked closely with us to make that happen. They’re like an extension to our in-house marketing team. Just having the creative, the technical knowledge, the way they manage the experience from start to finish…it's so clean and it lets us leverage our team so much more." 
- Michelle Ranavat, Founder of RANAVAT

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A path to growth that doesn't feel daunting

For Michelle, the case for investing in personalization isn't complicated. When someone comes to the RANAVAT site with a problem—hair loss, a skin concern, a desire to build a real routine—and leaves with a recommendation that actually fits their life, they're more likely to buy, more likely to come back, and more likely to trust the brand with their next concern, too.

It's also a smarter use of resources than more disruptive alternatives. "There are so many things you can do, like going headless, for example. But these are huge architectural burdens," Michelle says. "I get an incremental lift from Digioh's solutions, and I would rather do that before I start taking apart my site."

Her advice to other brands thinking about personalization reflects the same straightforward logic.

"Understand who's coming to your site and use every piece of data you can to give them the best experience. Many people come to your site because they have a problem, but you often don't know what they're looking for. Figure out their problems, and then serve them with solutions. That's really what Digioh can do." 
- Michelle Ranavat, Founder at RANAVAT

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Hear more from Michelle Ranavat on her success with Digioh at GROW LA

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