Continuous experimentation is one of the fastest ways to improve ecommerce performance. Cristina's Curls uses ConvertFlow funnels to test personalized buying experiences, optimize product discovery, and create higher-value paths to purchase, resulting in a lift in average order value over the traditional store experience.
The challenge
Haircare and skincare shoppers often face too many choices before they ever add a product to their cart. Customers may not know:
- Which products fit their needs
- Where to start
- Which routine is right for them
- Which products work best together
For brands in high-consideration categories, sending traffic directly to collection pages can create friction instead of reducing it. Cristina’s Curls needed a better way to guide shoppers toward the right products while creating a smoother purchase journey.
The solution
Using ConvertFlow, the brand’s marketing team built a conversion-focused funnel centered around:
- Personalized product discovery
- Curated starter sets
- Bundle-focused offers
- Ongoing funnel experimentation
Instead of overwhelming visitors with too many options, they create ConvertFlow funnels designed to simplify the buying journey and increase purchase confidence.
1. Guided product discovery funnels
In categories like haircare and skincare, shoppers often hesitate because they’re not sure which products fit their specific needs. ConvertFlow funnels reduce uncertainty by focusing choices and introducing curated recommendations earlier in the journey.
This is why Cristina’s Curls creates personalized quizzes to help shoppers discover products tailored to specific concerns and use cases. These quizzes:
- Narrow the decision set
- Simplify product discovery
- Direct shoppers toward curated offers
- Reduce browsing friction
For example, one of the brand’s core campaigns focuses on helping visitors discover products tailored to sensitive skin concerns through a personalized quiz.
2. Curated bundle and starter set offers
Instead of relying solely on individual product pages, Cristina’s Curls’ funnels introduce curated product combinations and starter kits designed to simplify purchasing decisions. This allows them to present more contextual offers, increase buying confidence, create lower-friction conversion paths, and guide shoppers toward higher-value purchases.
3. Continuous funnel experimentation
Instead of treating their funnels like static assets, they continuously iterate on messaging, offer structure, and conversion paths to identify which experiences generate stronger engagement and purchase behavior.
Inside ConvertFlow, the marketing team actively tests:
- Different hero messaging
- Multiple offer variations
- Subscription-focused experiences
- Curated bundle positioning
- Alternative conversion paths
This gives them the ability to continuously optimize how shoppers move through the conversion process without relying on developers to launch new experiences. That iterative approach continues today.
Cristina's Curls recently launched a new Hair Quiz, promoted through its navigation and exit-intent popup, giving the team another conversion path to test and optimize.
4. Structured add-to-cart experiences
Their funnels guide visitors through focused add-to-cart paths designed to reduce friction during the buying process. Instead of forcing shoppers to navigate multiple collections and product pages, the experience introduces:
- Targeted offers
- Simplified next steps
- Curated recommendations
- Focused purchase flows
All this helps create a more intentional shopping experience from first click through purchase.
The results
Cristina’s Curls transformed product discovery from a passive browsing experience into a more guided buying path. Convertflow funnels help them:
- Simplify decision-making
- Reduce uncertainty
- Improve buying confidence
- Create clearer purchase paths
- Continuously optimize funnel performance through experimentation
Across multiple funnel variants, they’ve generated thousands of conversions and purchases.
The brand's newly launched Hair Quiz is already reinforcing that trend. As of now, the quiz is generating an average order value higher than the store AOV.
Why it works
Cristina’s Curls builds ConvertFlow funnels around how customers actually make purchasing decisions. Instead of expecting visitors to figure everything out themselves, they guide shoppers toward the right products through:
- Personalized discovery
- Curated offers
- Simplified decision-making
- Structured funnel flows
- Ongoing experimentation
For ecommerce brands in high-consideration categories, guided funnel experiences can often outperform traditional browsing experiences because they help shoppers reach decisions faster and with greater confidence.
Key takeaways
Cristina’s Curls shows how ecommerce brands can use ConvertFlow funnels to create structured conversion journeys. Instead of relying on a single landing page or static product flow, they can build a flexible funnel system designed to continuously improve how shoppers discover products and move toward purchase.
To achieve better results, brands should:
- Simplify product discovery instead of increasing browsing complexity
- Reduce decision fatigue with curated offers and starter sets
- Experiment with new messaging and offer positioning
- Guide shoppers through structured purchase paths
- Continuously launch & refine new funnels to uncover higher-converting buying paths.
By combining personalization, experimentation, and product discovery flows, marketers can create a more focused buying experience that helps shoppers move from discovery to purchase with greater confidence.
