Bonafide, a leading women's healthcare company serving over 660,000 customers, faced a significant challenge: how to educate their customers pre-purchase to increase both conversion rates and average order value for online sales.
DTC for Bonafide is relatively new and began in 2017. Until then, most of the consumer engagement and sales revenue came from in-office healthcare providers who saw Bonafide’s product as a potential solution for many menopausal-aged women. Bonafide’s products truly are “bonafide.” With over 13,000 healthcare professionals who currently recommend their hormone-free, prescription-free products - Bonafide has continued to innovate its DTC strategy, with a constant focus on education - and ensuring they’re communicating in a way that conveys clarity and credibility to women.
Aware that a well-crafted quiz could help unlock valuable zero-party data and optimize product matching, Bonafide understood that selecting the right partner was pivotal to executing its vision while upholding its rigorous quality standards.
After evaluating many other vendors, Bonafide selected Digioh as their product recommendation quiz partner. The decision alone has led to an increase of 469% in CVR in just one month for Bonafide, and they’re only getting started!
Ryan Truitt, Bonafide's Senior Digital Product Manager, had a clear mission: increase average order value, customer lifetime value, and on-site conversions for their Shopify store. One strategy he employed was promoting their 3-pack offerings more prominently, which resulted in a nearly 70% uptake rate in 3-pack purchases.
However, Ryan believed a quiz could further optimize these metrics. He envisioned a quiz experience that could capture invaluable first-party data and recommend products tailored to individual customer needs—ultimately boosting the company’s remarketing opportunities.
The challenge was multifold. Bonafide needed a partner capable of creating a quiz that wasn't just run-of-the-mill. It had to be fully customizable based on variables like symptoms, age, and individual results. Crafting such a quiz from scratch would have been time-consuming and expensive, not to mention the risk of it falling short of Bonafide’s quality and personalization standards.
After evaluating multiple vendors, Bonafide decided Digioh was the ideal fit. Ryan recalls, “We evaluated many vendors and at the end of the day, … I just wanted a partner who could help me build quickly and optimize the experience. I wasn’t looking for a DTC guru or a secret hack; I just wanted someone to help me iterate and build something better, so we went with Digioh”.
Digioh worked hand-in-hand with Ryan to develop a custom quiz, which Bonafide strategically placed within their homepage navigation bar to capture the most traffic. "We knew we had to funnel a lot of traffic into it," said Ryan.
This strategy helped them to learn more about their customers, enabling them to make more informed product recommendations to their audience. This level of personalization also aided in creating a better customer experience and increased purchase confidence.
“The Digioh team instilled a lot of trust throughout the entire process.”
The impact of Digioh's quiz solution has been nothing short of game-changing for Bonafide. In just 30 days, the quiz drove 6.64% of the brand’s total online revenue and achieved a 14.8% conversion rate (a 469% lift).
What sets this quiz apart isn't just its revenue-generating ability. It also re-engineered Bonafide's customer journey from start to finish. By capturing invaluable first-party data, the quiz allows Bonafide to make highly personalized product recommendations, enhancing consumer confidence and purchase likelihood.
This focused personalization is not merely an acquisition strategy but has set the stage for future personalized remarketing campaigns across the customer journey.
Bonafide is already looking to the future, continuing its partnership with Digioh for more advanced quiz customization. Plans are underway to send the quiz to existing customers in an effort to glean even more insights. These quiz data will also be integrated into Bonafide's Simon Data Customer Data Platform and Email Service Provider, paving the way for more impactful, personalized customer journeys across multiple touchpoints.
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