Choosing glasses from TrueDark involves more than finding a frame you like. They organize their lens options around different parts of the day: Daylights for daytime, Sunsets for after sunset, and Twilights for before sleep. For shoppers, the key question is: which lenses make sense for my daily routine?
TrueDark uses ConvertFlow to bring that key decision into a personalized shopping funnel. Its quiz matches shoppers with glasses for their routine and creates an opportunity to recommend relevant bundles. And according to Sam Seaman, the quiz funnel delivers 21% higher average order value when compared to TrueDark's Shopify store.
The challenge
Product catalogs can show the available lenses, frames, and bundles, but choosing among them requires shoppers to connect those options to their own needs. Someone shopping for daytime glasses is considering a different use case from someone looking for a pair to wear before bed. And people interested in both have another kind of question: should they choose one pair or a combination?
Having to make that choice makes product selection an important opportunity for guidance. The shopping decision includes both which glasses to choose and how different pairs can fit together across a daily routine. For brands like TrueDark, a personalized recommendation can give a bundle a clear purpose: complementary glasses for different moments of the day.
The solution
TrueDark's ConvertFlow quiz funnel connects the shopper's routine to the product recommendation.
Sam describes the connection directly: matching shoppers to the right glasses makes it easier to recommend bundles. This gives the quiz funnel a role throughout the buying decision; it gathers context, guides product selection, and supports offers based on what the shopper needs.
Their personalized ConvertFlow funnel brings those functions together, letting TrueDark recommend a tailored product combination during the same guided process.
How TrueDark's ConvertFlow funnel works
1. Give shoppers a guided starting point
Their website includes a "Find Your Lens" entry point, which offers shoppers a focused way to explore the range when they want help choosing. The invitation centers on a practical decision: finding glasses that fit their needs. It also creates a clear reason to enter the quiz.
2. Match the recommendation to the routine
As Sam explains, the quiz matches shoppers with glasses for their routine. That way, the recommendation has the right context behind it: how the glasses fit into the shopper's day. TrueDark's daytime, evening, and bedtime lens categories provide the product framework for that approach. And routine-based matching connects those categories to the person making the purchase.
3. Make personalized bundles part of the recommendation
TrueDark also sells combinations of glasses for different periods, including day-and-night and day-and-evening bundles. That gives their ConvertFlow quiz funnel a natural merchandising opportunity. When a shopper's routine calls for complementary glasses, a bundle can bring those products together in one offer.
Why this approach makes sense
TrueDark's products have a clear relationship to routine. Different lens categories are positioned for different parts of the day, and bundles combine products across those periods. That makes routine useful information for shaping an offer, and a personalized recommendation connects the reason someone is shopping with the role each product can play.
For marketers, the takeaway is simple: show shoppers why the products make sense together. When each pair fits a different part of their routine, it's easier to see the value in buying a bundle.
"With ConvertFlow's quiz funnel, we've seen a 21% increase in AOV vs. our Shopify store. Matching shoppers to the right glasses for their routine has made it easy to recommend bundles, and we can quickly launch new variants to keep improving results."
The results
TrueDark reports a 21% lift in average order value from its ConvertFlow quiz funnel compared with its Shopify store.
Sam's testimonial highlights an operational benefit alongside the AOV result: TrueDark's marketing team can quickly launch new variants as it continues developing the funnel.
Key takeaways for marketers
- Start with the context that changes the recommendation. For TrueDark, the shopper's routine provides a basis for matching glasses to needs.
- Give bundles a clear role. Complementary products are easier to explain when each serves a distinct part of the shopper's routine.
- Connect personalization to the offer. Use the information shoppers provide to guide product selection and relevant bundle recommendations.
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