How IGK Hair Increased Color Sales 30% and Conversion 137% With Guided Selling Quizzes

Haircare and color can be difficult to shop online because the right choice depends on the shopper’s current hair, goals, past treatments, and desired outcome. IGK Hair wanted its digital experience to provide more of the guidance a stylist might offer in person.

‍

The Challenge: Replace a Static Quiz With True Guided Selling

IGK already had a quiz, but the existing platform lacked branching logic and could not adapt meaningfully as shoppers answered questions. The experience behaved more like a static survey than a personalized buying guide.

The platform also limited design customization. IGK and its agency partner needed a solution that could handle complex recommendation rules while still looking and feeling like the brand, and without creating a high-maintenance internal build.

‍

The Approach: Build Multiple Guided Selling Paths Around Shopper Intent

IGK partnered with Digioh to create advanced quizzes that use flexible logic and branded design to guide shoppers toward the right haircare combination or color recommendation.

• ‍Start with a high-utility routine quiz. The shampoo and conditioner quiz matches visitors with product combinations based on their hair needs and became a strong AOV driver.
• ‍Extend the model to a more complex color decision. The Shade Finder uses current hair color, prior dye history, and desired look to narrow shoppers toward a personalized color recommendation.‍
• Recover shoppers before they exit. An exit-intent pop-up invites visitors to take the shampoo and conditioner quiz before leaving, creating another guided path to conversion.‍
• Drive traffic from multiple channels. IGK promotes quizzes through email campaigns, paid ads, product pages, and onsite placements rather than relying on a single entry point.

‍

IGK’s Shopify storefront hosts the guided selling experiences, while Digioh powers quiz logic, results, and onsite promotion. Klaviyo supports email traffic and lifecycle follow-up, helping the quiz operate as part of a broader customer journey rather than a standalone tool.

The new quiz experience gave IGK a durable onsite asset without creating an ongoing maintenance burden.

“It’s a great part of our site that once set up, it doesn’t require much maintenance.”
- Johnny Grant, Senior Ecommerce Manager, Modern AI (IGK agency partner)

‍

The Results: More Color Sales, Higher AOV, and $150K in New Revenue

IGK’s shampoo and conditioner quiz reached a 60% completion rate and increased average order value by 19%. The Shade Finder drove a 30% increase in color product sales by helping shoppers feel more confident choosing a shade online.

Across the reported quarter, the 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.

The quizzes also became a reusable acquisition and conversion asset across onsite, email, paid media, and product-page journeys, expanding the value of the implementation beyond a single campaign.

‍

Why It Worked: The Quiz Matched the Complexity of the Purchase

• ‍Branching logic made the guidance genuinely personal. Different answers changed the path and recommendation instead of sending every shopper through the same sequence.‍
• The design felt native to IGK. Flexible templates and brand control made the quiz look intentional rather than bolted onto the storefront.‍
• Promotion was built into the funnel. Exit intent, email, paid media, and product-page links created repeated opportunities to enter the quiz.‍
• The experience stayed manageable. Hands-on setup and training gave the team a sophisticated experience without a heavy maintenance requirement.

‍

Key Takeaways for Ecommerce Marketers

• ‍Match quiz complexity to product complexity. When product fit depends on multiple variables, simple survey logic can leave meaningful conversion value on the table.‍
• Use different quizzes for different shopping jobs. A routine builder and a shade finder can each solve distinct customer problems while sharing the same platform.‍
• Treat quiz promotion as part of the strategy. A strong experience cannot influence revenue if shoppers rarely see it.‍
• Measure beyond completion rate. Sales by category, AOV, conversion rate, and incremental revenue show whether guided selling is changing purchase behavior.