How Obvi Doubled Quiz Engagement and Lifted Conversion 102% After Switching From Octane AI to Digioh

Obvi views health and wellness as highly personal, but its original quiz experience did not reflect that philosophy. As the brand grew, the team wanted more control over the questions, logic, look and feel, and customer data that shaped the guided selling journey.

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The Challenge: A Quiz That Couldn’t Keep Up With the Brand

Obvi experimented with Typeform, SMS surveys, and then Octane AI to learn more about shoppers and recommend products. The Octane AI quiz was easy to start, but the team quickly felt constrained by limited customization, basic aesthetics, and data that was difficult to activate.

Completion rate was only 45%, which meant more than half of shoppers were dropping before the brand could deliver a recommendation or collect the full set of insights it wanted. A custom-coded quiz was possible, but would have been expensive and time-consuming.

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The Approach: Rebuild the Quiz Around Flexibility, Character, and Actionable Insight

Obvi moved to Digioh and rebuilt the experience from the ground up, working collaboratively on question structure, recommendation logic, and design.

• Refine the questions around real shopper intent. The team balanced weight-loss and beauty goals so the quiz better reflected why customers were visiting.
• Use dynamic recommendation logic. Different answers can produce different products or bundles instead of forcing a single fixed output.
• Make the quiz feel worth taking. A more engaging visual experience and tighter question flow helped the quiz feel like part of the Obvi brand.
• Promote the quiz across high-intent audiences. Obvi features it prominently onsite, shares it with a 100,000-member Facebook community, and uses remarketing ads to re-engage non-buyers.
• Use responses as product insight. Quiz data helped Obvi identify gaps in the assortment and contributed to launches such as hydration products and powdered fat burners.

Obvi valued the ability to collaborate on the customer experience instead of being limited to an out-of-the-box template.

“Digioh is obsessed with making sure that the experience you’re creating for your customers is something that you’re super proud of.”
- Ronak Shah, Founder and CEO of Obvi

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The Results: Completion Rose From 45% to 80% in Six Months

Within six months, Obvi’s quiz completion rate increased from 45% with Octane AI to 80% with Digioh. More shoppers made it through the full experience, increasing the opportunity to deliver a personalized recommendation and capture useful data.

Quiz takers converted at a rate 102% higher than Obvi’s overall conversion rate and generated a 34% higher average order value. Customers coming through the quiz also produced 14% higher lifetime value.

The customer insight had strategic value beyond immediate ecommerce metrics. Response patterns helped the team identify unmet needs and contributed to new product launches, turning the quiz into both a conversion tool and a source of market intelligence.

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Why It Worked: Better Experience Quality Produced Better Data and Better Outcomes

• The quiz became more enjoyable to complete. Stronger design, tighter length, and more relevant questions improved participation.
• Logic could match the complexity of the shopper journey. Recommendations were not constrained by a one-size-fits-all rule set.
• Promotion reached both new and returning audiences. Onsite visibility, community traffic, and remarketing created multiple quiz entry points.
• The team used the data to make decisions. Responses informed customer personalization and helped shape product strategy.
• Hands-on support reduced implementation friction. Obvi could change direction without starting over or taking on a custom development project.

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Key Takeaways for Ecommerce Marketers

• Completion rate is a product experience metric. If shoppers abandon the quiz, the brand loses both conversion opportunity and customer insight.
• Do not collect zero-party data without an activation plan. The value comes from using responses in recommendations, lifecycle marketing, and business decisions.
• Make the quiz visible to audiences that need guidance. Community members and remarketing audiences can be strong candidates for guided selling.
• Platform flexibility can matter more as the brand grows. A quick-start tool may become restrictive once logic, design, and data needs become more sophisticated.