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8 Ways DTC eCommerce Beauty Brands Use Self-Assessments to Sell More

Online quizzes can reduce the feeling of being overwhelmed that can come with online shopping, help customers find the right product and personalize the customer experience.

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For many consumers, the days of buying makeup and fragrances at the local department store beauty counter are long gone. Rather than consulting with a beauty expert in-person, these consumers turn to digital self-assessments, like eCommerce online quizzes from retailers to get the same personalized buying experience.

Online quizzes can reduce the feeling of being overwhelmed that can come with online shopping, help customers find the right product and personalize the customer experience — which in turn boosts customer satisfaction and retention.

But quizzes are not just beneficial to customers — they help brands, too. These quizzes provide important insights about target audiences, which allow brands to better serve their customers.

Today, nearly 70% of cosmetics retailers offer quizzes to help customers find the best beauty products for their needs. And it is no wonder why — quizzes have some of the highest engagement rates of any type of online content, with users completing 81% of personalized quizzes.

How can DTC eCommerce brands capitalize on the power of rich content like guided self-assessments and online quizzes? Let us explore a few examples.

1. Gather Valuable Consumer Data

When NARS Cosmetics was looking to learn more about their customers, they turned to personalized eCommerce online quizzes to achieve their marketing objectives. NARS implemented 20 unique digital experiences in 2019, from a blush recommendation quiz to a COVID-19-specific survey. 

About 25% of all NARS website visitors have taken at least one of the quizzes, and the brand has used the valuable consumer data to develop more engaging brand content (like Instagram Live videos with makeup artists) and build its email list.

2. Build a More Personalized Website Experience

Skinsei is one of many DTC beauty brands using online quizzes as a foundational part of their marketing plan. The brand offers a quiz to learn about their customers skin, lifestyle and environment — then uses that quiz to recommend a highly customized skincare routine.

This strategy enhances the user experience on the website by highlighting specific products, showing the benefits of that product for the customer and then showing them how to purchase it.

3. Boost Customer Retention

Bambu Earth leverages online quizzes to boost customer retention and loyalty. They created a quiz to learn more about the health, lifestyle and goals of their customers and to capture email addresses. Impressively, the quizzes helped to boost revenue 25x year over year.

But the quizzes are about much more than selling — customers are able to more easily find the products they need, ensuring their satisfaction and loyalty.

4. Create Customized Products

Some DTC beauty brands are turning to eCommerce online quizzes for more than creating an engaging user experience. They are using the quiz data to develop new products, too. Take Function of Beauty, a hair care brand that uses online quizzes and consultations to create completely customized shampoos, conditioners, skincare products and more. Customers can easily build their online hair profile using the mobile-friendly website, then enjoy the perks of a beauty regime made just for them.

5. Rebrand a Business

When Bliss Skincare rebranded their company to appeal to a younger demographic, they knew online quizzes would play a vital role in their new marketing strategy. The brand launched a short skincare quiz to learn more about their customers’ skin types, ages and locations, then promoted the quiz in conjunction with the launch of two new skin serums.

These quizzes were promoted across Instagram Stories and ads, with a total of 8,000 customers engaging with the quiz and 91% of those customers completing the quiz. The campaign was a huge success for a brand looking to target a younger, more internet-savvy audience, and the company plans to invest more resources in skin care quizzes in the future.

6. Boost Brand Relevance

INH Hair knows that not every online beauty quiz needs to directly relate to a brand’s products. Instead, they are using online quizzes to boost brand relevance and connect with their potential audience.

They created their eCommerce online quiz that asks fun questions about friendship, relaxation style and more. At the end, the quiz captures emails, offers a coupon and tells the user their “Care Bear style.” This type of quiz connects the brand to pop culture and simply makes the online shopping experience more fun.

7. Increase Leads

Soko Glam capitalizes on quizzes for more than just product recommendations and customer satisfaction. Their thorough quiz suggests a customized skincare routine, captures emails and also offers customers the chance to book a one-on-one consultation session with a beauty expert. This helps to grow their email list and increase leads. Customers who have the chance to talk with an expert will feel more connected to the brand, find products they love and be more likely to remain loyal to Soko Glam in the long run.

8. Educate Customers

For some niche brands, education plays a key role in converting leads. NaturallyCurly uses this concept to their advantage by building a quiz that teaches users about their hair texture. The company understands that caring for curly or wavy hair can be overwhelming, and they minimize those feelings of frustration with a quiz that helps customers better understand their unique hair characteristics.

Each question is prefaced with detailed information that will guide customers to choose the most appropriate answer for their hair needs. At the end of this process, customers will come away feeling more empowered, educated and understood. This will likely increase conversions and customer loyalty to the brand.

Get More DTC eCommerce Marketing Tips for Beauty Brands

As the DTC eCommerce beauty industry continues to accelerate, many legacy brands are struggling to keep up with newer, digitally native brands. Online quizzes are one proven way those brands can remain relevant and scale in a competitive marketplace — but companies will need to do more than make a few marketing strategy updates.

A full-service eCommerce platform is also essential for brands that lack the in-house expertise to sell directly to consumers on a global scale. Luckily, Scalefast makes it easy to adapt such a platform that provides tools like Merchant of Record/Seller of Record, modular access and more.

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