Case Study: The Pro's Closet builds a first-party data engine with Surefoot

The Pro's Closet launches a 5-day Bike Finder MVP with Surefoot, boosting email captures 49%

The Pro's Closet, an online marketplace for certified pre-owned bikes, faced the challenge of converting anonymous, high-intent research traffic into a known audience. They needed a first-party data engine to nurture potential customers through a high-consideration purchase process. Vendor Surefoot was initially tasked with building a custom guided shopping quiz to help buyers find the right bike.

Surefoot pivoted from a paused custom build to a lean, five-day Typeform MVP for their Bike Finder quiz. This solution collected over 100,000 emails within nine months and became the foundation for a two-year testing program. A subsequent test that required an email to view results increased unique email captures by 49% with no impact on purchases, turning anonymous traffic into a powerful data engine for The Pro's Closet.

The Pro's Closet