How Obvi Switched From Octane AI to Digioh & Doubled Quiz Engagement

80%

Quiz Completion Rate (vs. 45% With Octane AI)

34%

Increase in AOV

102%

Increase in CVR

Obvi turned a frustrating, boxed-in experience into a personalized, high-performing quiz that drives their mission forward.

Obvi is a health and wellness brand that’s redefining the way women engage with supplements. Obvi’s mission is to break away from the stale, hidden-in-the-cabinet perception of collagen supplements and instead make the health journey something women are proud to showcase. 

As their Founder and CEO Ronak Shah puts it, “We're taking creative flavors and products and making the journey for health and wellness for women a lot more exciting. We want to become the obvious choice for that.”

Personalization Matters

At the heart of this mission is personalization. “The health and wellness journey is as personal as it gets,” Ronak explains. “Everybody is different, and everyone is in a unique place on their journey. We need to make sure we’re listening to our shoppers’ needs and creating an experience that feels custom to them.” 

To achieve that, Obvi embraced a tool that could personalize the shopper journey while collecting critical data: a product recommendation quiz.

But as Obvi scaled, their original Octane AI quiz fell short. Here’s how switching to Digioh helped Obvi transform their quiz into a high-performing tool that drives personalization, engagement, and business impact.

A Quiz That Couldn’t Keep Up

At first, Obvi would send emails to shoppers trying to get them to fill out a Typeform quiz. Other times, they’d send out an SMS asking subscribers to fill out a survey in exchange for a gift card. Neither of these options were giving them the data they needed. Then, they stumbled upon the idea of launching a product recommendation quiz.

Obvi launched their first quiz using Octane AI. While it provided a quick setup, the quiz quickly showed its limitations. “We used Octane AI and it felt like a good starting point. But we were quickly facing a lot of challenges right out of the gate,” said Ronak.

The lack of flexibility was a major hurdle. “We wanted to customize the experience and make it personal, but it felt extremely boxed in,” Ronak said. “We’d see other people’s quizzes and think, ‘Why can’t we do this?’ It always felt like the only other option was to custom code a quiz, which is time-consuming and expensive.”

The aesthetics of the quiz were another pain point. “We were never proud of our quiz,” Ronak admitted. “It was a means to an end. The experience, the aesthetics, even the data—we just felt like everything was bare bones. It wasn’t something we could improve on.”

On top of that, the data collected through Octane AI wasn’t delivering actionable insights. “It felt like we were hoarding data rather than using it,” Ronak explained. “The experience just wasn’t what we wanted for a brand that was—at the time—four years old and growing.”

With a completion rate of just 45%, most shoppers weren’t even making it through the quiz, further limiting its effectiveness.

Frustration Turns Into a Breakthrough

Obvi began searching for a better solution. For a while, they believed Octane AI was the only viable option unless they invested in a fully custom solution. But seeing other brands succeed with quizzes inspired them to dig deeper.

“We started noticing other brands with incredible quizzes,” Ronak said. “We thought, ‘There’s no way all these brands went custom.’ That’s when we stumbled upon Digioh. It was a ‘where have you been?’ moment.

From their very first conversations, it was clear that Digioh’s approach was different. “I think tech often gets put into this box of ‘Oh, here's our product, use it. If it doesn't work, sorry, but here's our product.’ Digioh was more ‘What do you need? Okay, let's go build it.’ And that was awesome,” added Ronak.

“The whole experience from when you talk to someone at Digioh, to when your quiz is done, to when you start getting results, you can just tell Digioh is obsessed about making sure that we get the results that we hoped for. And it's been above and beyond that, which is the incredible part.”- Ronak Shah, Founder and CEO of Obvi

Building a Better Quiz With Digioh

Switching to Digioh allowed Obvi to reimagine their quiz from the ground up. 

Obvi worked closely with Digioh’s team to ensure the quiz aligned with their goals. They refined their questions to strike a balance between weight loss and beauty, ensuring the quiz reflected why shoppers were visiting. “We word-vomited all our ideas onto the Digioh team, and they took it and said, ‘We’ll make this work,’” Ronak said.

The logic behind the quiz was also a standout feature. “The ability to say, ‘If it’s this, recommend this,’ or ‘If it’s that, recommend two things,’ was huge for us,” Ronak explained. “Plus the team worked together with us on figuring out the logic part, instead of leaving us to do it alone.”

Aesthetics were another key area of improvement. “A quiz that doesn’t look fun to take isn’t going to get taken,” Ronak said. “With Digioh, I actually enjoy taking our quiz because it asks the right questions, it’s not too long, and it has a lot of character in it. I really love that.”

How Obvi Promotes Their Quiz

Obvi has strategically integrated their quiz into multiple channels to maximize visibility and engagement. As Ronak explains, “The number one way we promote the quiz is it’s plastered on our website. You’re almost prone to take it because of just how big it is and how impactful it is on the website.” This approach ensures that organic traffic flows directly into the quiz, creating a natural entry point for shoppers.

Another key channel is Obvi’s Facebook community of 100,000 members. “Whenever somebody new joins the group, we send them a link to the quiz,” Ronak said. “We can help them as much as we can, but without knowing enough about them, we’re probably guiding them the wrong way. The quiz fixes that.”

“We don't have to wait until the end of the customer’s journey to understand them better. We can actually start to understand them right at the initial point of intent. And quizzes have become a super integral part for that.” - Ronak Shah, Founder and CEO of Obvi

Obvi also uses top-of-funnel ads to drive quiz participation. “We run ads specifically for people who have come to our website but haven’t purchased,” Ronak explained. “It’s a good remarketing play.”

In the future, Obvi plans to further integrate the quiz into their product launch strategy. “When we launch a new product, we want the quiz to ask, ‘Is this product right for you?’” Ronak said. “It engineers the experience to make people feel like, ‘Oh wow, this is perfect for me.’ And if it’s not, that’s better than someone buying and having a bad experience.”

The Impact of Switching to Digioh

In just six months, the impact of switching to Digioh was undeniable. Obvi’s quiz completion rate nearly doubled, jumping from 45% with Octane AI to 80% with Digioh.

“An 80% completion rate is one of the highest I’ve seen in the industry,” Ronak shared. “It's amazing for us to see data like that because one, that means it's enough for a customer to stay through the quiz, and then two, it's giving us the maximum potential opportunity to get personalized with the customer.”

Shoppers who completed the quiz were better informed, leading to stronger business outcomes. “Customers who come through the quiz have a 14% higher lifetime value (LTV),” Ronak said. “They’re making better decisions because they’re better informed.” They also drive a 34% increase in average order value (AOV). 

Additionally, quiz-takers convert at significantly higher rates, driving a 102% increase in conversion rate (CVR) compared to Obvi’s overall CVR.

The quiz didn’t just boost engagement and conversions—it also influenced Obvi’s product strategy. Insights from quiz responses helped them identify gaps in their product lineup, leading to successful launches like their hydration product and powdered fat burners.

A Partnership That Goes Above and Beyond

For Obvi, the experience of working with Digioh was as important as the results. Digioh’s hands-on support and commitment to their success stood out at every step.

Ronak recalled one instance where Obvi had to shift the direction of their quiz and what they wanted it to ask. “The Digioh team had already put in a lot of work, but they didn’t hesitate. They said, ‘We’ll make the changes,’ and they did it with a smile. That kind of partnership is rare.”

“Digioh is obsessed with making sure that the experience you're creating for your customers is something that you’re super proud of. It's not just an out-of-box tool that you add as an app and that's it. It truly feels if you were to hire an agency to run your quiz, for example, or build you a quiz. It's not just a product or tool that you can build a quiz with. It's truly a team that works alongside you.”  - Ronak Shah, Founder and CEO of Obvi

Obvi’s transformation is proof that the right tools—and the right partners—can elevate a brand’s ability to deliver personalization, engagement, and meaningful results. With Digioh, Obvi turned a frustrating, limited quiz into a powerful tool that helps their shoppers and their business thrive.

  • Challenge
    Obvi’s Octane AI quiz lacked flexibility, delivered limited data insights, and had low engagement, preventing the brand from creating a personalized experience.
  • Solution
    Obvi switched to Digioh, creating a fully customizable, engaging product quiz with dynamic logic, improved aesthetics, and actionable insights.
  • Results
    In 6 months, Obvi’s quiz completion rate jumped to 80%, conversion rates increased by 102%, and LTV grew by 14%, driving higher engagement and business impact.
  • Tech Stack:

Stop wasting marketing efforts

Zero consumption based pricing with zero limits allows your brand to deploy Digioh across your entire marketing funnel.

get started
digioh shopify