How BedGear Made Quiz Takers 4.9x More Likely to Purchase With a Scalable PillowID Quiz

BedGear has long used guided selling to support its “one size does not fit all” product philosophy. Its PillowID quiz helped shoppers find the right pillow, but the original custom-built experience was difficult to maintain and even harder to replicate across global storefronts.

The Challenge: Keep Complex Recommendation Logic Without the Custom-Build Burden

BedGear needed a platform that could support the weighted logic behind its recommendations without forcing the team to manage an inflexible custom application. A basic survey tool would not be enough for the decision paths required by PillowID.

The team also wanted easier rollout across regional sites, better visibility into quiz behavior, and the ability to run A/B tests. The goal was to preserve sophistication while making the experience more usable for both shoppers and the internal team.

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The Approach: Rebuild PillowID for Scale, Speed, and Data Activation

BedGear worked with Digioh to recreate PillowID from updated desktop and mobile designs, implement the required recommendation logic, and launch the experience through its ecommerce stack.

• Preserve advanced recommendation logic. Digioh supported the weighted decision paths BedGear needed to translate sleep preferences into relevant pillow recommendations.
• Create a faster path to purchase. The results page added one-click add-to-cart functionality so shoppers could purchase the recommended pillow without an extra navigation step.
• Track the full quiz funnel. BedGear added step-level analytics to understand where visitors drop off and identify future optimization opportunities.
• Activate sleeper attributes in Klaviyo. Responses such as sleep temperature can flow into Klaviyo, enabling campaigns tailored to customer needs rather than generic messaging.
• Build once and expand across markets. The new setup made it easier to launch similar quiz experiences in Australia and Thailand.

BedGear emphasized execution quality and trust as important parts of moving a complex quiz onto a more scalable platform.

“Communication between Digioh and us has been great. I trust the team.”
- Thomas Kemp, Ecommerce Director at BedGear

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The Results: Higher Purchase Likelihood and a More Actionable Data Set

BedGear visitors who take the quiz are 4.9 times more likely to make a purchase. As more visitors entered the quiz, the brand reported an overall ecommerce conversion-rate lift of 1.46x.

The new quiz also loaded faster than the previous experience, helping reduce bounce. On the results page, one-click add to cart shortened the distance between recommendation and purchase.

Beyond conversion, BedGear now tracks each step of the quiz and sends customer attributes into Klaviyo. That allows the team to segment and message shoppers based on inputs such as sleep temperature—data it would not otherwise have had.

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Why It Worked: The New Quiz Kept the Logic but Removed the Friction

• Advanced logic preserved recommendation quality. BedGear did not have to simplify the experience just to gain easier management.
• Performance and add-to-cart improved the purchase path. A faster quiz and direct purchase action reduced unnecessary friction after the recommendation.
• The data became usable outside the quiz. Klaviyo activation turned sleep preferences into inputs for ongoing customer communication.
• A scalable implementation supported international growth. The team could expand the core experience to additional regional sites instead of rebuilding from scratch.

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Key Takeaways for Ecommerce Marketers

• Do not trade recommendation quality for platform simplicity. A SaaS quiz can still support complex logic when the product decision requires it.
• Shorten the path from recommendation to cart. Results pages should make the next action obvious and easy.
• Instrument the quiz like a funnel. Step-level analytics can reveal both customer friction and opportunities for testing.
• Treat quiz responses as segmentation data. Customer-consented inputs can make lifecycle campaigns substantially more relevant.