Conversion rate up 28%. Bounce rate halved.
A fragrance brand had a 1.2% conversion rate and high PDP bounce rates. Customers could not choose between 30+ SKUs with no guidance beyond marketing copy.
UK Fragrance Brand - Fragrance
+28%
Conversion lift
-50%
Bounce rate
3.2x
Quiz CVR vs avg
The challenge
1.2% conversion rate with 68% PDP bounce rate across 30+ SKUs. No on-site guidance. Customers overwhelmed by choice, defaulting to bestsellers or leaving. Discovery was entirely brand-led, not need-led.
The approach
Built guided selling flow: scent profile quiz, occasion-based recommendations, sample set builder for undecided customers. Integrated results into email flows for post-quiz nurture.
The outcomes
- Conversion rate increased from 1.2% to 1.54%
- PDP bounce rate reduced from 68% to 34%
- Sample set purchases up 120%
- Quiz completers converted at 3.2x the site average
"We always knew fragrance was hard to sell online. The guided flow gave customers the confidence to choose instead of browse."
Ecommerce Lead, UK Fragrance Brand