What is zero-party data? Learn how to collect and use zero-party data to support your Shopify and e-commerce business objectives.
What Is Zero-Party Data?
Zero-party data is information customers give voluntarily. For instance, when a customer answers questions in a product recommendation quiz, the data collected from their responses is considered zero-party.
Other examples include email sign-up pop-ups, interactive calculators, and online polls. It's termed 'zero-party' because no intermediaries exist between you (the business) and the data source (the customer).
Why Is Zero-Party Data Useful?
The benefits of zero-party data include:
Getting to know customer motivations. Zero-party data offers insight into customer desires, preferences, and pain points.
Getting accurate customer data. Zero-party data comes directly from customers and is more reliable.
Creating tailored experiences. Use customer data to personalize marketing experiences and launch retargeting campaigns.
Improving your products. Use zero-party data to enhance products or services and better meet customer requirements and expectations.
Increasing customer conversions and retention. Find more effective ways to inspire purchases and repeat customs with a greater understanding of your customers.
Zero-Party Data vs First-Party Data: What's the Difference?
First-party data is collected from your customers as they interact with your website and marketing materials. It includes clicks, engagement with site content, and purchase history.
Like zero-party data, first-party data provides customer insights and supports personalization. But there are some key differences.
Zero-Party Data Overview | First-Party Data Overview |
Provided directly by the customer | Gathered from your e-commerce website or social media platforms |
Collected by an opt-in or user interaction | Collected from analytics or customer relationship management (CRM) system |
Provides direct insight into audience interests and preferences, no need to make assumptions based on user behavior data | Provides inferred insight into audience interests and preferences; you have to look at user behavior and make assumptions about your customers |
Provides data that is extremely relevant and accurate | Provides data that is more relevant and accurate than third-party data but less relevant and accurate than zero-party data |
No privacy concerns because customers willingly share their data | Some privacy concerns because customers may be unaware that you are gathering their data |
Supports highly personalized campaigns | Supports personalized campaigns |
What About Second-Party Data?
Second-party data is another step in the process. Customer data is acquired from a trusted partner, usually a brand with whom you have a mutually beneficial relationship.
What About Third-Party Data?
Third-party data is bought from a third-party business. In this case, there are even more steps between your company and the source of the data.
How to Collect Zero-Party Data
There are various ways for Shopify brands to conduct zero-party data collection.
Product Recommendation Quizzes
Product recommendation quizzes are a great way to engage website visitors and collect zero-party data. Users are excited to complete the quiz because they are promised valuable information about themselves and the products that best meet their needs.
Post-Purchase Surveys
Directly asking shoppers for their feedback is another great zero-party data collection strategy. Send surveys to ask them about their experience with your company and find out how they heard about you.
Polls
Social media is an excellent place to use customer polls. Ask customers for their direct opinions, seek product and brand feedback, and gain useful zero-party data.
Multi-Step Pop-Ups
Use pop-ups to ask users to opt-in for email or SMS communications. With multi-step pop-ups, ask additional questions about customer preferences or demographics to build customer profiles.
How to Use Zero-Party Data
So now you know about zero-party data collection, let’s look at zero-party data strategy. How can zero-party support your marketing and product objectives?
Personalize Marketing Campaigns
Use zero-party data to segment customers. Then, send highly targeted marketing communications over email or SMS to drive conversions.
Personalize Website Experiences
Use the data to show relevant content, products, and pop-ups to visitors next time they visit your website. Doing so provides an improved user experience and drives higher conversions.
Retarget Customers
Use zero-party data to segment and retarget customers on Meta by creating lookalike audiences. Or, retarget customers via email, prompting users to make a purchase.
Make Informed Business Decisions
Use zero-party data to inform your product and marketing strategy, making decisions based on customer needs and expectations.
Zero-Party Data Examples: How Skincare Brand SKOON Improved Store Conversions
Visual Quiz Builder helped SKOON develop an effective zero-party data strategy.
SKOON, a skincare brand, used Visual Quiz Builder to develop a product recommendation quiz. Users who took the quiz discovered their ideal skincare regimen—and shared useful zero-party data with the brand.
SKOON used this data to personalize their emails and marketing campaigns, serving different content to quiz takers based on their skin concerns. They created lookalike audiences with the help of the Visual Quiz Builder integration with Meta Pixel. They also targeted personalized email campaigns toward quiz takers who completed the quiz but didn’t make a purchase thanks to the integration with Klaviyo.
By leveraging zero-party data, SKOON has experienced incredible results. They have increased their purchase conversion rate by 350% higher and achieved a 78% email capture rate.
Collect Zero-Party Data With Visual Quiz Builder
Visual Quiz Builder creates engaging product recommendation quizzes. It helps collect zero-party data and—integrating with tools like Klaviyo and Meta—supports the use of zero-party data in your marketing efforts. Try Visual Quiz Builder for free today.
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