Case Study: TechStyle achieves a 4.5% conversion lift and improved customer experience with ClickTale

TechStyle - Customer Case Study

TechStyle Fashion Group (brands include JustFab and Shoedazzle) is a data-driven, membership-based online fashion retailer that requires new visitors to complete a registration quiz before browsing. While the quiz personalizes the experience and fuels product recommendations, TechStyle noticed significant drop-off on the quiz pages and lacked the behavioral insight needed to understand which users found the quiz helpful versus those for whom it was a purchase barrier.

TechStyle partnered with Clicktale to analyze customers’ digital body language, identify high-intent shoppers, and test targeted changes—removing or adding a “skip the quiz” path and streamlining sign-up and checkout for those users. The experiments uncovered UX and pricing confusion, informed fixes, and drove tangible gains: a 4.5% lift in conversions (about 1.5× the industry average), plus device-specific uplifts (≈6.8% on mobile and ≈13.2% on desktop), while 60% of visitors still chose to take the quiz.

TechStyle

Natalia Contreras-Brown

Senior Director, Product Development