For 3+ years, Thigh Society has been directing shoppers to the perfect product + gaining valuable customer insights using Visual Quiz Builder.
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Marnie Rabinovitch Consky founded Thigh Society in 2009 to solve one BIG problem for women – shorts that just work without chafing, riding up or compressing organs! After trying everything from bike shorts, shapewear, men’s boxers, messy creams and gels, she created a line up of shorts that would stay put, keep you dry and make life easier.
Thigh Society has a compact line up of 5 different shorts and has introduced some additional colors and sizes over time. So you might wonder, why does Thigh Society need a quiz?
Even though they only have 5 products, they operate in a competitive industry that makes bold claims.
The Opportunity
Convert shoppers by making it elementary for customers to find the single best product (and gather valuable data in the process).
Thigh Society decided to try a quiz to see if they could help users with selecting the best short for them, based on their needs. The thought process was that since they offered 4 shorts, there might be some confusion over making a final selection. They knew that people like to take quizzes and with a quiz they could educate the user, personalize their experience with their brand and product, and guide them towards the best choice. Their initial goal was to see if they could impact conversions of new customers as well as get returning customers to try a new style of their shorts.
The Solution
Using Visual Quiz Builder to direct shoppers to the right product page based on answers to 5 simple Qs. And constantly A/B testing quizzes for their website and paid campaigns to maximize conversions.
Thigh Society’s quiz sits on their NAV bar in the home page as well as under the Shop section of their NAV menu. There are also CTAs in different parts of the website – “Unclear which one’s right for you? Take our quiz” or “Need help choosing? Find your perfect short with our personalized quiz.”
So why did they choose and stick with Visual Quiz Builder?
1. White glove service for iteration and customization
Over the 3 years, Thigh Society has iterated on their original quiz and created several variants:
The quiz on their website has a content slide after each question sharing the brand’s story with the customer. This was perfect for website visitors but for other mediums like paid social and email marketing campaigns, they:
Eliminated the content slides and made the quiz snappier (30 seconds to complete the experience)
Directed shoppers to the PDP for the recommended product instead of a result page at the end of the quiz (VQB feature)
Automatically applied a 15% discount when a shopper shared their email at the end of the quiz (⚡️ New VQB feature). Most apps email or display a code that needs to be copy + pasted into the checkout page
→ Automatically redirecting to the PDP page as well as automatically applying discount codes weren’t off-the-shelf features but the VQB team was excited to build these to reduce friction and increase conversion.
Thigh Society also experimented with a version of the quiz that captured emails in the middle of the quiz (instead of the end as is typical). They found that while conversions weren’t meaningfully higher, they captured 10%+ fewer emails in the process so they went back to asking for email at the end of the quiz.
Their initial quiz did not perform well in paid campaigns. It did however perform exceptionally well via email marketing programs. Thigh Society is now testing to see if they can design and develop a quiz that serves top of funnel traffic and is focused on converting them.
2. On brand quiz with a custom look and feel
Thigh Society uses an embedded page quiz that looks completely native to their site. The fonts, the roundedness and color of answer options and buttons, the way images are cropped have all been optimized and A/B tested across quizzes.
Marissa Rodriguez, Head of ecommerce: “We’ve iterated and developed several quizzes with VQB since our initial launch. They are as committed as we are to improving and iterating our quiz experience.”
Thigh Society by the numbers
Over the past year alone, Thigh Society’s website quiz has had:
110k quiz takers
65k emails collected (emails are required)
63% quiz completion
11.5% quiz direct to purchase conversion rate!
With VQB, Thigh Society is able to stay ahead of the competition by focusing on interpreting data and directing customers to the perfect pair of shorts.
So…what are you waiting for?
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