Zero-Party Data Strategies for Shopify Managers

This is how we achieved +56% CTR and 17% placed order rate in just one quarter for an eCom brand after optimizing their zero-party data strategy. Clay And Glow is a skincare brand. They have a skin quiz which helps visitors find the right products. But there were a few challenges: - The email flows were not making the most of the data collected - They were only collecting this data from a small % of their audience that took the quiz - The emails were not focusing enough on education So we reworked their most impactful, pre-revenue flows and created new ones from the ground up. These 3 things made all the difference: - Collecting preferences via every signup form and 1-click surveys embedded in emails The more users we can segment, the more powerful whatever personalisation strategies we implement. - Only showing relevant tips, reviews, UGC etc. to each segment These content types are powerful enough already, imagine what happens when you make them super-relevant. - Introduced more educational content We made the email slightly longer, with more tips, and more customer stories to really explain the product benefits - all tailored to each specific segment. The result? * 13.4% open rate increase * 55.88% click rate increase * 16.92% placed order rate increase

Struggling to turn window shoppers into customers? Let’s talk zero-party data—your untapped goldmine for skyrocketing conversions. Here’s the deal: most brands settle for collecting just an email and name on their pop-ups. That’s fine… if you like leaving money on the table. But when you dig deeper—asking the right questions to understand the needs of your traffic—you unlock the power to craft personalized experiences that make buying your product feel like a no-brainer. It’s not just about gathering data; it’s about context. Think about it: a generic email might say, “Hey, check out our skincare line.” But if you know your prospect’s biggest concern is aging gracefully, your message transforms into, “Here’s the secret to looking radiant at any age.” Boom. Relevance = revenue. The magic lies in pairing this data with strategic email flows. By tailoring messages to match each prospect’s stage in their journey, you’re no longer just selling, you’re solving their exact problem. The formula is simple: ask specific, easy-to-answer questions, collect actionable insights, and use them to deliver value. Whether it’s a product recommendation or a perfectly timed follow-up, zero-party data lets you meet your customers where they are—and guide them where you want them to go.

>90% of ecom founders I talk to do email marketing with one goal: boosting revenue. And it’s costing them a lot. Here’s why: Most of them are leaning hard on paid ads to reel in new customers. Then they turn to email, hoping to squeeze a few extra bucks out of each buyer. In theory, this should create a nice little cycle: revenue from retention fuels more acquisition. Easy, right? Except, it’s not that simple. Because if your entire email game is about chasing dollars without digging for insights, you’re flying blind. You have no clue why customers love your product. Or why they don't. Are they frustrated by long shipping times? Do they feel your website lacks credibility? Are your competitors offering something more enticing? And when you’re clueless about these answers, so is your acquisition team. And that’s a problem. Because imagine you discover that trust is a major barrier. You flag it to your team. They load up your product pages with reviews, testimonials etc. And BOOM. Suddenly, conversions are climbing. That’s the power of using email as more than just a sales channel. It should be a chance to get inside your customer’s heads, learn their dreams, fears, and frustrations—and act on them. So, how do you make this shift? 1. Start with zero-party data: Add 3-5 questions to your website’s pop-up forms. Ask things like, “What’s your biggest pain point?” or “Who are you buying for?” This sets the stage for some seriously tailored communication. 2. Personalize those welcome flows. Use the data from your pop-ups to tweak your email subject lines and headlines. If most customers say they're buying for a gift, scream it from the rooftops in your messaging. 3. Get feedback through surveys. Slip in a plain-text email at the end of your welcome or abandoned cart flows. Ask why they didn’t buy, and offer clickable options like: “Shipping was too slow” or “Price felt high.” Segment these responses and find the common threads. 4. Engage your loyal customers. For repeat buyers, send surveys with incentives. Ask them why they love your product and how they use it. Deepens your relationship and gives you insights to refine your product and messaging. The bottom line? Your customers know your business better than you think. Often, better than you do. Fools errand to just sit on that data. #marketing #emailmarketing #ecommercemarketing

We’ve built hundreds of product recommendation quizzes for DTC brands at Digioh over the past 2 years, driving $100s of millions in revenue. Here are 3 mistakes to avoid and 4 strategies to double down on 👇 But first… a quick refresher for anyone new to quizzes: 💡 Product recommendation quizzes are among the highest-performing conversion funnels in eCommerce. They’re also one of the best give-to-get strategies for capturing zero-party data to enhance the customer journey. Here’s how: Shoppers engage and share insights about their preferences and needs (zero-party data for you). They get expert recommendations tailored to them (improved CX for them). Result: Conversion rates go up. We see a 300% lift on average. 📈 But simply placing the quiz on your site isn’t enough. ❌ 👉 The most common pitfall: Collecting quiz data but not using it effectively. And that’s a huge missed opportunity. Collecting quiz data is just the first step. Using it well? That’s how you turn browsers into buyers. Here are 4 ways to turn quiz data into action 👇 1️⃣ Email like you mean it: Use quiz results to send hyper-personalized emails, like tailored product recommendations or helpful tips. Digioh’s pre-built Klaviyo flows make this easy! These emails achieve 60-80% open rates, 10-20% CTRs, and often drive 2% of total online revenue, converting 3-5% more shoppers. Pro tip: This is low-hanging fruit. 2️⃣ Upgrade your site experience: Leverage dynamic banners, pop-ups, or personalized recommendations to remind shoppers of their quiz results. This is part of our “Core 6” quiz promotion strategy at Digioh, designed to maximize quiz traffic and engagement. 3️⃣ Smarter ads: Use quiz-based segments to retarget and build lookalike audiences for improved click-through rates and ROI. Platforms like Meta, Pinterest, TikTok, and Google make this easy to implement. 4️⃣ Surprise & delight: Retarget shoppers with relevant discounts, tips, or thoughtful product suggestions based on quiz insights. Focus on what they told you they’re interested in. For example: If they mentioned they’re not exercising but want to start, send beginner-friendly tips and products—rather than advanced solutions. 💡 Pro tip: Start small. Test one or two strategies, refine, and scale from there. Progress beats perfection. 📌 Want to dive deeper? Explore our resource library on the Digioh website for tips to make quizzes your top marketing funnel. Marissa Sanford is dropping the best quiz content weekly!