BedGear’s PillowID Quiz Captures Data, Customers

Found in 4,000 retail stores globally, the performance bedding brand BedGear specializes in sleep solutions that fit consumers based on body type, sleep position, temperature, and more.

With a core belief of One Size Does Not Fit All™, BedGear is no stranger to the value of product recommendation quizzes. For years, their PillowID quiz has matched online sleepers with their perfect pillow.

While this initial PillowID quiz was successful, the custom-built Magento quiz was difficult for the BedGear team to edit, much less implement across their other sites – something that BedGear was keen to do.

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The Challenge

To achieve their broader quiz goals, BedGear needed a solution that offered the customization capabilities of an in-house quiz with the ease-of-use of a SaaS platform.

“The challenge”, said BedGear eCommerce Director Thomas Kemp, was “finding a platform that could handle the complexity of the logic we were looking to implement.”

“Something as simple as a basic survey wouldn't be able to give us the required logic jumps that we would need. We would need something that was more weight-based.”

BedGear also sought an easy-to-use platform with the ability to do A/B testing.

“Digioh won out on both of those,” said Kemp.

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The Solution

BedGear teamed up with Digioh to launch a new version of their flagship PillowID quiz that could be easily implemented across their other sites, including BedGear Thailand and BedGear Australia.

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First, BedGear’s creative team created updated mobile and desktop mockups of their quiz in Adobe XD. BedGear and Digioh then worked together to bring their design to life in the Digioh platform and set up the logic.

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“Communication between Digioh and us has been great,” Kemp said. "I trust the team. Whenever we pass anything over, they do a really good job at executing what we're asking for.”

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To launch the quiz on their site, BedGear used Digioh’s Magento plugin. The plugin also allowed BedGear to include one-click “Add to Cart” functionality on their quiz results page, something their original quiz didn’t offer.

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That way, purchasing the recommended pillow is seamless.

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The Results

BedGear saw immediate results from their Digioh quiz, in more ways than one.

“The loading speed of [the Digioh quiz] was much quicker,” reported Kemp. “So when a user visited the page, we had a much lower bounce rate than we did before.”

BedGear visitors who take the quiz are 4.9x more likely to make a purchase, so with more of their visitors taking the quiz, BedGear has seen an overall eCommerce conversion rate lift of 1.46x.

The benefits extend beyond the quiz.

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“Our conversion rate for other marketing tactics outside of the quiz have drastically improved because the quiz exists.”

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“We have every step tracked in Google Analytics now, so we know where people are dropping off. [The quiz] is integrated with our Klaviyo account, so it's been extremely helpful because we actually have all of the attributes of each sleeper fed into Klaviyo.”

With this consumer-consented data, BedGear can send more targeted, relevant messaging to customers.

“For example, let's say they answer that they're a hot sleeper. We can send a campaign for the products that help hot sleepers directly to those consumers.”

“We wouldn't have that information without the Digioh quiz.”

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What’s Next?

Since launching their main PillowID quiz, BedGear has launched quizzes on their Australia and Thailand sites, with BedGear Canada soon to launch too.

“Eventually, we would look to expand to retailer websites as well.”

Now that BedGear has quizzes in place across their sites, they’re launching their first A/B tests.

With the tests in place, said Kemp, “We'll be using the platform more holistically with that. So it's kind of an exciting thing that we're moving towards.”