KilgourMD sells dermatologist-developed hair and scalp products to customers arriving with very different health concerns. Rather than send every visitor into the same generic browsing experience, the brand uses ConvertFlow to launch and operate a portfolio of quiz funnels that match intent, guide the decision, and scale without waiting on developers.
The challenge
KilgourMD markets across multiple health concerns, and visitors arrive with very different needs and levels of awareness. A single generic funnel creates friction, lowers confidence, and slows down testing.
They needed a way to match each experience to intent, guide visitors to the right solution, and launch and optimize funnels quickly, without waiting on storefront dev time.
The solution
KilgourMD used ConvertFlow to operate and A/B test a portfolio of quiz funnels tailored to different health concerns, campaigns, and audiences. Instead of just sending paid traffic to a generic storefront, they:
- Launch multiple quiz funnels tied to specific offers
- Route visitors into concern-specific entry points
- Test different formats, funnel paths, and messaging
- Guided shoppers to the right offers, personalized for them
ConvertFlow powers the personalization layer on top of the storefront, serving as an experimentation workflow for the paid growth engine.
Here is how their funnel system works:
- Matches the entry experience to the visitor's concern. KilgourMD launches quiz funnels tied to different themes, including GLP-1 related flows, hormone and menopause-related flows, libido and wellness concerns, and general qualification or email-driven entry points. Visitors start in a more relevant context, which increases engagement and reduces drop-off.
- Quiz funnels to qualifies intent early. Each funnel collects inputs tied to the visitor's situation, goals, or symptoms. That lets the team understand intent before showing products, segment shoppers on real inputs, and build more relevant follow-up marketing. The funnel becomes both a conversion experience and the data engine for a personalized sales funnel.
- Tests different funnel structures by use case. Across funnel campaigns they run single-step and multi-step quizzes, different question flows and formats, campaign-specific variants, and email-driven versus landing-page-driven entry points, refining the experience based on how each audience responds instead of relying on static pages.
- Always-on experimentation layer. Rather than waiting on complex storefront redesigns, the team launches new funnels quickly, iterating without developer dependency, continuously optimizing their funnel campaigns without code.
- Scales what works across multiple offers. Instead of depending on one high-performing funnel, ConvertFlow platforms KilgourMD's quiz funnel template and they replicate it for each buyer personas
The results
Most DTC brands send paid traffic to their storefront, expect shoppers to figure it out, and optimize slowly. KilgourMD takes a different approach: focused, guided funnel entry points that feed into a personalized sales funnel.
That creates more relevant buying journeys, better alignment between intent and offer, and a way to A/B test the funnel incrementally, without waiting on developers.
The result is a truly personalized post-click experience and a scalable system for testing and optimizing funnels across multiple offers.
The key takeaway: KilgourMD isn't just running quizzes. They use ConvertFlow to operate personalized sales funnels that match shoppers to the right offers and enables fast experimentation across campaigns, without waiting on developers.
