How Quizzes Can Power Retention and Revenue

Last week, I joined Octane AI, Klaviyo, StoreHero and Shopbox AI at the Klaviyo EMEA HQ to speak at their Ecomm Connect event. It was one of those moments where you take a step back and think, how did I get here? I’ve spent over a decade helping brands improve customer retention, personalise their marketing and deliver better experiences and being invited to speak at an event like this felt like a proud milestone.

We covered a lot of ground on the night, but what I focused on was how I implemented a quiz strategy for This Works back in 2022. If you haven’t come across it, the Sleep Solutions Quiz is well worth checking out.

Here’s a breakdown of what we were trying to solve and how we approached it.

Product discovery challenges

Like many brands with a strong hero product, This Works found that customers often came for one item, the Deep Sleep Pillow Spray and left without exploring the rest of the range. There was a clear opportunity to improve product guidance and discoverability, particularly for customers looking for help with sleep but unsure where to start.

The quiz helped simplify the shopping journey. Customers answered a few questions about their sleep habits, concerns and routines, and were guided to a personalised routine that included both familiar and lesser-known products. It brought structure and reassurance to the experience, which is especially valuable when shopping for wellness products.

Collecting zero-party data

Another key goal was to strengthen customer profiles. By asking questions within the quiz, we gathered zero-party data that was then fed into Klaviyo for more personalised communications. This allowed for more relevant content, more targeted flows, and better segmentation across the board.

Improving KPIs

We knew that better guidance could increase confidence in purchasing. The result? Higher average order value and an increase in items per transaction. Customers were no longer just buying one spray, they were purchasing a full routine, with upsell opportunities built into the post-quiz email flow.

Encouraging cross-category discovery

One of the strategic benefits of the quiz was its ability to guide customers beyond the core sleep products and into supporting categories like skincare and bodycare. From there, the brand could use automated follow-ups to introduce other ranges, expanding lifetime value and deepening customer engagement.

Choosing the right tech

We selected Octane AI because it offered the flexibility and features the brand needed. We could build a quiz that didn’t just recommend products, but also provided value through sleep tips, video content from the CEO, and links to educational blog posts. It was designed to feel genuinely helpful, not just transactional.

Plus, the integration was seamless. Octane AI connected easily with Shopify Plus, Klaviyo, ReCharge, Google Analytics, Meta, and the wider app ecosystem. It worked beautifully across the brand’s existing tech stack, which made both the build and the optimisation far smoother.

Quizzes aren’t just a nice-to-have, they’re a powerful way to improve product discovery, capture meaningful data and personalise the customer experience. If you’re looking for ways to drive engagement and revenue, especially in a competitive category, it’s a strategy well worth considering.