Ethique Leverages Zero-Party Data to Boost CVR by 26%
Learn how Ethique leveraged zero party quiz data to 5x their conversion rate with Because.
Last updated
Learn how Ethique leveraged zero party quiz data to 5x their conversion rate with Because.
Last updated
Ethique, a frontrunner in sustainable beauty, has redefined personalization through zero-party data collected from its hair care quiz, creating a shopping experience that caters directly to each customer’s unique needs.
Leveraging Because, Ethique has implemented targeted product recommendations and dynamic messaging across its website—boosting engagement and conversions without requiring developer support.
By creating a seamless, conversion-focused customer journey, Ethique has transformed how it uses customer insights to enhance the shopping experience.
Here’s a breakdown of how Ethique used zero-party data with Because to deliver personalized, high-impact experiences to each site visitor.
Zero-party data, which is information customers voluntarily share with brands, is pivotal to Ethique’s personalization strategy. Ethique collects this data through a hair care quiz that allows customers to share their hair type, primary concerns, and specific goals. This data helps Ethique tailor its recommendations to each customer’s needs.
Ethique’s Digital Marketing Director, Liz Fedorak, shared that customers who take the quiz are three to five times more likely to convert, highlighting the impact of using customer-provided insights to personalize the shopping experience.
With Because, Ethique has integrated quiz data into the customer journey, personalizing every touchpoint for a unique experience based on each visitor’s preferences. Here’s how they achieved this:
To capture valuable zero-party data from new site visitors, Ethique used Because to set up a dynamic top bar targeted at a Klaviyo segment of visitors who hadn’t yet taken the hair quiz. This personalized message encouraged non-quiz takers to discover their best-fit products through the quiz, boosting quiz participation rates and guiding visitors into a more tailored shopping experience from the outset.
This targeted approach has been highly effective, directing new customers to the quiz and capturing data that Ethique can use to improve conversion rates and overall engagement by personalizing future touchpoints.
Ethique also used Because to deliver personalized product recommendations for returning customers based on their quiz results. For instance, if a customer indicated they have “curly hair” in their quiz answers, Ethique created a dynamic top bar recommending products suited for curly hair each time that customer visited the site. This ensures that returning visitors receive relevant recommendations aligned with their hair type or concerns, making the shopping experience more meaningful and engaging.
In addition to top bars, Ethique introduced dynamic “Your Perfect Match” badges on collection pages. When returning customers browse, these badges highlight products that best align with their specific hair type or needs as identified in the quiz results. These visual cues reinforce Ethique’s personalized approach, ensuring customers can easily identify products tailored just for them.
Liz Fedorak shared, “Our goal was for customers to feel guided throughout their shopping experience with clear, relevant recommendations without needing to recheck their quiz results.”
By embedding dynamic badges and personalized messages on the site, Ethique has maintained consistency across the customer journey, leading to higher conversion rates and a more cohesive experience.
One of Ethique’s key benefits with Because has been the ease of campaign setup and management. Because’s no-code platform allows Ethique’s marketing team to deploy campaigns without involving development resources, saving time and reducing costs.
Setting up dynamic display rules, scheduling campaigns, and A/B testing various messages have all been straightforward processes, allowing the team to move quickly on personalization initiatives.
Additionally, the scheduling capability has been instrumental in preparing for global campaigns, enabling Ethique to automate promotional messages ahead of Black Friday, Cyber Monday, and regional shopping events.
Ethique’s use of Because has delivered measurable results that illustrate the power of personalization. Here are some key outcomes:
3-5x Higher Conversion Rates: Visitors who take the hair quiz are significantly more likely to convert, showing the impact of zero-party data in driving sales.
26% Conversion Rate Increase: Dynamic top bars and banners on targeted product pages have led to a notable increase in conversion rates.
30% Increase in Add-to-Cart Rate: Personalized recommendations and “Your Perfect Match” badges have encouraged more customers to add recommended products to their carts.
What’s Next: Scaling Personalization with Because
Ethique is continuously testing new ways to use Because to enhance the shopping journey. Future initiatives include additional upsell messages, such as recommending a complementary conditioner or offering a free storage tray with qualifying purchases. The team is also experimenting with product banners that highlight recent awards or limited-time discounts, ensuring customers are aware of key product highlights as they shop.
According to Fedorak, Because’s testing capabilities allow Ethique to refine its strategy with data-backed insights: “Because lets us see real-time performance for each campaign, helping us make informed decisions on what to optimize next.”
Ethique’s use of Because has enabled the brand to deliver a tailored, relevant shopping experience that improves engagement and drives sales. By integrating zero-party data from its hair quiz and creating dynamic onsite messaging, Ethique offers customers a seamless, guided shopping experience that reflects their unique needs.
As Fedorak puts it, “Because enables us to move fast, test quickly, and make data-driven decisions—all while enhancing the customer experience.”
For ecommerce brands seeking a personalized, high-impact shopping journey without developer involvement, Ethique’s success with Because highlights the benefits of using zero-party data to drive growth.
