A Quiz Playbook for Haircare Brands¶
Haircare shoppers face the same paralysis as skincare shoppers, with an extra twist: the right product depends on hair type, texture, scalp, and routine all at once. No category page can untangle that. A quiz asks the few questions that matter and routes each shopper to products built for their hair.
This playbook is built from 143 real haircare quizzes running on RevenueHunt, what the best-selling haircare quizzes do, so you can replicate it.
How to read these benchmarks
Figures come from 143 haircare quizzes built with RevenueHunt (Built for Shopify), measured over the last 180 days and deduplicated to one quiz per store. Numbers are medians unless labelled "top 10%" (the 90th percentile). They describe what real haircare quizzes actually do. For the wider category picture, see the State of Product Recommendation Quizzes report.
The benchmark build¶
The top haircare quizzes by revenue share a consistent shape:
What the top haircare quizzes have in common
- 7 questions, around 3.9 answer choices each
- A routine recommendation (shampoo, conditioner, treatment, styler…), not a single product. 78% of quizzes do this
- Typically 5 products on the results page
- Email gated before the results in most cases (haircare gates more than any other beauty category)
- Branching logic used by about half, after the linear quiz works
Haircare runs slightly longer than skincare (7 vs 6 questions) because hair type, texture, and scalp are genuinely separate signals, but every question still has to change the recommendation.
How your quiz stacks up¶
Performance percentiles across all 143 haircare quizzes. Find your number, then aim for the next column.
| Metric | Bottom 25% | Median | Top 25% | Top 10% |
|---|---|---|---|---|
| Completion rate | 70% | 97% | 100% | 100% |
| Conversion (quiz→order) | 2% | 7% | 15% | 25% |
| Revenue per completion | $1.08 | $5.12 | $14 | $24 |
| Average order value | $52 | $72 | $106 | $160 |
Completion is a solved problem here
The median haircare quiz finishes 97% of starters, among the highest of any vertical. That means your lever is rarely completion; it's conversion and revenue per completion, which come from mapping every answer to products and following up by email. If your completion is below 70%, the quiz is too long or a question is confusing, see reduce drop-off.
The questions that matter¶
The most common questions in top haircare quizzes, each tied to a job (the data-worth-collecting rule):
- How often do you wash your hair? The single most common haircare question, and it shapes both the recommendation and the routine you'll suggest.
- What best describes your hair type? Straight, wavy, curly, coily. The backbone of the recommendation and your segments.
- How would you describe your scalp? Oily, dry, balanced, flaky. Scalp and lengths often need different products, so this is a high-value signal.
- What best describes your hair texture? Fine, medium, coarse. Changes formulation weight.
- What's your primary hair goal? Repair, volume, growth, frizz control. Frames the result and the follow-up.
Keep it near 7 questions. That's the benchmark length, and completion holds well there.
Recommend a routine, not a product¶
78% of haircare quizzes recommend a routine or bundle. Hair products work as a system (cleanse, condition, treat, style), so the quiz should sell the system:
- Use one slot per step and let the app rank each slot by fit. See Set up recommendations and the bundles, kits & routines playbook.
- The benchmark results page carries about 5 products, and a single "add the set to cart" action moves them together.
- Give each pick a reason ("a clarifying shampoo because you wash daily"), so the routine reads as a diagnosis, not an upsell.
The median haircare order is $72, climbing to $160 for the top 10%, and the difference is almost always a complete routine versus a lone bottle.
Get the email right¶
Haircare quizzes gate the email harder than any other beauty category:
- 53% gate the email before results · 31% don't ask · 16% make it optional.
- That's because haircare revenue is heavily back-loaded: routines are consumable, reorders are predictable, and the follow-up email is where much of the money lands.
The haircare default
With completion already high (97% median), gating costs you relatively little here, so requiring the email is usually the right call, once the quiz delivers a clear result. Pair it with an incentive, connect Klaviyo, and send the routine within minutes of completion.
What the top and bottom quizzes look like¶
📈 Best in class
A haircare store (~294 responses/180d) runs a 7-question quiz, ~4.3 choices each, recommending a routine with a gated email. The result: $16 revenue per completion, 14% conversion, 100% completion, and a $113 average order. Textbook benchmark build.
📉 What drags a haircare quiz down
A haircare store (~427 responses/180d) runs a 10-question quiz with no email ask. Only 47% of starters finish. The fix is the simplest one in this guide: cut the quiz back toward 7 questions so people reach the result, then add the email to capture the lead.
Turn hair data into repeat revenue¶
Hair answers map cleanly to segments you can sell to for months:
- Tag hair type, texture, and goal so every shopper becomes a segment (
curly,repair,volume). - Convert and retain with reorder reminders timed to when products run out, plus education that keeps them on the routine.
- Sharpen your ads by showing each hair-type segment the products made for it.
83% of haircare quiz traffic is mobile, so keep questions short and tappable, and use picture choices for texture and curl-pattern questions where a photo beats a label.
Do / Don't¶
- Do recommend a full routine ranked by fit. 78% of quizzes do, and it's the main lever on the $72→$160 order-value spread.
- Do keep it near 7 questions and ~4 choices each, the benchmark build, where 97% completion lives.
- Do require the email; haircare's high completion means gating costs little and the reorder follow-up is where the money is.
- Don't stretch to 10+ questions. The weak example lost more than half its starters that way.
- Don't ask hair questions you won't map to a product. An unused answer just costs completions.
Templates & setup¶
- Quiz templates by industry, including haircare and curl-type starting points
- Set up recommendations to build the routine
- Recommend subscription products for predictable reorders
- Plan a personality quiz if your hook is "find your hair type"
Frequently asked questions¶
What questions should a haircare quiz ask?¶
How often you wash, hair type, scalp condition, texture, and your primary goal. Those five cover the signals that change a recommendation. Keep it near 7 questions, the benchmark length.
How long should a haircare quiz be?¶
Around 7 questions. The median haircare quiz finishes 97% of starters at that length; a real-world 10-question quiz in the data lost more than half. Cut any question that wouldn't change the recommendation.
Should a haircare quiz recommend a routine?¶
Yes, 78% do. Hair products work as a system, so recommend the steps in slots and let the quiz rank each by fit. It's what lifts the order from a single bottle to a full routine.
What's a good conversion rate for a haircare quiz?¶
The median is 7% (completion → order), the top 25% reach 15%, and the top 10% hit 25%. Since completion is already high in this category, focus on product mapping and email follow-up to move conversion.
Where to go next: maximize each order with the bundles, kits & routines playbook →