Three-Tap Style Quiz and Design-Plan Head Start for Undecided Homepage Visitors
Hypothesis: Adding a style quiz band directly below Article's homepage hero — three taps, under 30 seconds, with matched-page results and a design-plan head start — will convert more of the first-time visitors who currently bounce because they have no way to narrow down.
Brand of the Week
Article is a DTC furniture brand — furniture online, direct to your door. Their homepage carries all the elements you'd expect from a mature ecommerce site: a sale hero, room tiles, and top sellers.
Which is exactly why what we found stood out for shoppers who don't already have a plan.
The challenge
We took a peek at Article's homepage, and two things caught our attention.
The homepage rewards shoppers who already have a plan.
The top-of-page real estate — sale hero, room tiles, top sellers — is built for shoppers who arrive knowing what they want. For the visitor who shows up thinking "I need a new living room" and nothing else, none of it helps them narrow down.
The tools built for undecided visitors are hidden or expensive.
The one tool built for the undecided visitor — Article's free design plan — sits several scrolls deep and means a form and a wait. And Article's best merchandising, curated collections like Sven, Torme, and Lenia, hide behind generic "Explore" links.
So the visitors most likely to bounce get the least help, right where the bounce happens.
So what would we A/B test?
Control: Article's current homepage — sale hero at the top, room tiles and top sellers below, curated collections behind generic "Explore" links, free design plan several scrolls deep.
Variant (built in MidaGX): A style quiz band injected directly below the hero.
Directly below the hero — the first thing an undecided visitor sees
Placed right below the hero image, before the room tiles. The undecided visitor sees a way to narrow down before they see anything else.
Three taps, under 30 seconds
Three questions: which room, which look, what budget. The whole thing completes in under 30 seconds.
Matched-page results — all real pages
The quiz result is a matched Article collection, a room link, and a budget tip — every result routes to an existing page on Article's site.
Design-plan handoff, not competition
Every result also offers the free design plan as the next step, with the visitor's quiz answers pre-filled as a head start. The quiz feeds the design service — never competes with it.
Native to Article's design system
Article's living room photography, cream band, maroon display type, and their pill buttons. The band looks like it was always part of the page.
Our hypothesis
Article's homepage currently serves the decided shopper well. The variant serves the undecided one by giving them a fast, low-commitment way to narrow down — right where the bounce happens.
We'd expect the variant to reduce first-time-visitor bounce rate on the homepage, and to lift downstream engagement on collection pages, room pages, and design-plan requests.
The CRO principle underneath
Every quiz result routes to a real Article page — a collection, a room link, or the free design plan. Nothing new is invented for the variant. The homepage still works for the shopper who has a plan. It now also works for the shopper who doesn't.
Want to run a test like this on your own site? Get started with Mida for free — now available even if you don't have an account with Mida.
