How Whisker Lifted Onsite Conversion 388% and Email Conversion 400% With Guided Selling Quizzes

Whisker sells innovative pet technology that often requires shoppers to understand how a product fits their household before they are ready to buy. The brand saw guided selling as a way to improve pre-purchase education while also collecting the customer data needed to make retention marketing more personal.

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The Challenge: Educate High-Consideration Shoppers and Personalize Retention

Whisker needed to answer two connected problems: help shoppers make more confident product decisions onsite, and give the retention team better information for email and SMS after the visit.

Previous quiz tools had not provided enough customization or integration depth. The team wanted a more comprehensive experience that could guide product discovery and make customer-consented data available for ongoing personalization.

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The Approach: Use Quiz Data Across the Customer Journey

Whisker added Digioh’s quiz builder to its broader onsite program and worked with the Digioh team to create guided shopping experiences that educate pet parents and capture useful preference data.

• Guide shoppers to relevant products. The quizzes help customers navigate product decisions based on their household and pet-parent needs rather than relying on broad product pages alone.
• Save and send quiz results. Whisker invites quiz takers to subscribe so results can be delivered by email, giving customers a useful reference point even if they leave the site.
• Use zero-party data in welcome and retention flows. New subscribers can enter a multi-part welcome series informed by quiz responses, making follow-up more relevant.
• Keep expanding the quiz program. Whisker added a newer Cat Parent Quiz to the main navigation and plans to connect quiz participation to loyalty activity as well.

Whisker highlighted the implementation experience as a reason the quiz program could keep expanding rather than ending after the initial launch.

“We’ve been so pleased with the hands-on support, organized process, and genuine care about the success of our initial quiz launch.”
- Mike Woodall, Senior CRM Manager at Whisker

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The Results: Conversion Gains Onsite and Beyond the Quiz

Whisker’s original guided selling program showed a 60% higher website conversion rate among quiz takers than non-quiz shoppers. In retention, email conversion among quiz participants rose above 20% compared with 5% for those who had not taken the quiz, a 400% increase.

Whisker later launched a Cat Parent Quiz in the navigation and reported a 388% increase in conversion rate within 30 days. During that same window, average order value doubled and the brand added more than 5,000 subscribers.

The program demonstrates how quiz value can compound: the onsite experience improves education and conversion, while the data collected can make post-visit email and SMS more relevant.

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Why It Worked: Quiz Participation Improved Both Discovery and Retention

• The quiz answered a pre-purchase education need. Customers received guidance before committing to a considered pet-tech purchase.
• The data was immediately useful. Quiz responses shaped welcome and retention messaging instead of sitting unused in a reporting dashboard.
• Results delivery created a natural opt-in reason. Saving quiz results gave customers a useful benefit in exchange for joining email.
• The program kept evolving. A second quiz and planned loyalty use show how guided selling can become an ongoing customer-data strategy.

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Key Takeaways for Ecommerce Marketers

• Design for “beyond the quiz” from day one. The highest value may come from how preference data improves lifecycle marketing after the onsite session.
• Give customers a reason to share contact information. Saving and emailing results makes the opt-in feel connected to the experience.
• Separate performance by quiz generation or campaign. When a brand has multiple quizzes over time, clear timeframes prevent different results from being blended together.
• Use loyalty to create repeat data collection opportunities. Quiz participation can support both rewards and richer customer profiles.