Mega Menu Quiz Promotion: $101K/Month Case Study

If something drives revenue, make it impossible to miss.

We tested the mobile mega menu for a 9-figure makeup brand. Their shade-matching quiz was a major revenue driver. People who took the quiz converted at significantly higher rates than those who didn't.

But the quiz was buried. Just another text link in a list of text links.

The winner? Quiz promotion at the top of the menu with product imagery and a clear "TAKE A QUIZ" CTA.

Results: +$101,495/mo revenue.

Six figures per month from moving the quiz to the top of the menu.

The Problem With Buried High-Value Features

The control menu was a standard text list:

Shop All. Face. Eyes. Lips. Skin. Fragrance. Kits. Tools. Apparel. Returns & Exchanges. Find Your Shade. Our Story.

"Find Your Shade" was the quiz link. Buried near the bottom. Same visual weight as "Returns & Exchanges."

For a feature that drives disproportionate revenue, that's a mistake. High-value actions deserve high-visibility placement.

The Hypothesis

Enhancing the mobile mega menu with richer, more engaging content (personalized quizzes, product imagery, best sellers) will improve user engagement by making product discovery easier and more visually appealing.

The current control offers only a basic list of links, which may limit users' ability to quickly identify relevant products or actions. These variations aim to reduce friction, spark product interest earlier in the journey, and ultimately drive higher click-through and add-to-cart rates from the menu itself.

We tested four different approaches to see which format drove the most revenue.

Test Setup

Component: Mega Menu
Location: Sitewide
Platform: Intelligems
Test Type: A/B/n with 5 variations

Control

Standard text-only menu. Categories listed vertically with NEW tags on some items. "Find Your Shade" quiz link buried near the bottom, styled the same as every other link.

Variation 1 (Winner)

Quiz promotion at the very top of the menu:

• "FIND YOUR PERFECT MATCH" headline
• Product imagery showing shade swatches
• "TAKE A QUIZ" CTA button
• Same category list below

Quiz is the first thing you see when you open the menu.

Variation 2

Same text menu structure as control. Quiz module placed in the middle of the menu (between Kits and Tools). Same "FIND YOUR PERFECT MATCH" creative with shade swatches and CTA.

Quiz promoted, but not at the top.

Variation 3

Visual category navigation at top (Face, Eyes, Lips shown as product images). Text categories below. No quiz promotion visible in the initial view.

Visual menu, but focused on categories instead of quiz.

Variation 4

"BEST SELLERS" section at top with product cards:

• Miracle Balm (69,680 Reviews) with star rating and "SHOP NOW" button
• Just Enough Tinted Moisturizer (2,777 Reviews) with star rating and "SHOP NOW" button

Text categories below. No quiz promotion.

Visual menu focused on social proof and bestsellers.

Results

Winner: Variation 1 (Quiz at Top)

Metric	Improvement
Monthly Revenue	+$101,495

Quiz at top beat quiz in middle, beat visual categories, beat bestsellers. Position and format both mattered.

Why It Worked

1. Promoted the highest-converting path

The shade-matching quiz wasn't just a nice feature. It was a conversion machine.

Customers who complete a personalized quiz have higher confidence in their purchase. They know the product will work for them. That confidence translates to higher conversion rates and lower return rates.

Making that path more visible meant more people took it.

2. Top of menu beats middle of menu

Variation 1 (quiz at top) beat Variation 2 (quiz in middle). Same creative, different position.

Menu attention follows a predictable pattern. People look at the top first. Many never scroll to the middle. If your high-value element isn't at the top, a significant portion of visitors will never see it.

3. Quiz beat bestsellers for this brand

Variation 4 promoted bestsellers with strong social proof (69,680 reviews). It didn't win.

Why? For makeup, shade matching is a bigger barrier than product discovery. Customers might know they want a tinted moisturizer. They don't know which shade. The quiz solves the harder problem.

Bestsellers work when the main friction is "what should I buy?" Quiz works when the friction is "will this work for me?"

4. Visual categories alone weren't enough

Variation 3 added visual category navigation (Face, Eyes, Lips images). It didn't win either.

Visual navigation helps with browsing. But for this brand, guided discovery (the quiz) outperformed self-directed discovery (visual categories). The quiz does the work for the customer.

5. Shade swatches created instant relevance

The winning variation showed shade swatches in the quiz promotion. That visual immediately signals "this is about finding your match."

It's not just a quiz. It's your quiz. The personalization promise is visible before you even click.

What This Means for High-Value Features

Every site has features that drive disproportionate revenue. Quizzes. Bundles. Subscriptions. Financing options. Customization tools.

If those features are buried, you're leaving money on the table.

Things to audit:

• Where are your high-converting paths? Product finders, quizzes, bundle builders
• How visible are they? Are they prominent or buried in navigation?
• What's the visual hierarchy? Do they stand out or blend in?
• Where should they live? Homepage, menu, PDP, all of the above?

Promote what works. Make it unmissable.

FAQ

What if we don't have a quiz?

Identify your equivalent high-value feature. Bundle builder? Subscription signup? Size finder? Consultation booking?

Whatever drives disproportionate conversion deserves disproportionate visibility.

Should the quiz always be at the very top of the menu?

Not necessarily always. But it should be above the fold of the menu, visible without scrolling.

Test different positions. For this brand, top won. For your brand, it might be different. But buried at the bottom almost never wins.

Does this cannibalize regular category navigation?

In this test, no. Revenue went up, meaning more people converted overall.

The quiz didn't replace category browsing. It captured people who would have otherwise bounced or browsed without converting. Net positive.

How do you know if a quiz is driving revenue?

Segment your analytics. Compare conversion rates for quiz completers vs. non-completers. Look at AOV differences. Track the path to purchase.

If quiz takers convert at 2-3x the rate of non-quiz takers, you have a high-value feature worth promoting aggressively.

This test was run using Intelligems as part of a CONVERTIBLES personalization program. Want to see what navigation optimizations could do for your store? Book a call to get 3 personalized recommendations for your store.