AG1 Quiz
Trading education for prospect capture.
Problem Space
AG needed more business intelligence on visitors, prospects, and customers.
Uncertainty in previous segmentation work driving marketing targeting and investments.
AG experienced low page engagement rates and very low prospect capture rates.
AG1 was a complicated product that solved different problems for different customers.
Role I played
I coached team members in minimizing time and complexity until we had signals on where to focus and whether it would be worth the investment.
I led teams across marketing, e-commerce engineering, and retention to define remarking and retargeting programs that utilized signals captured from the quiz.
Led the e-commerce and analytics team through the creation of metrics and how to interpret experience performance and control for higher intent visitors.
Helped the team with copy positioning, question positioning, quiz to results mapping, and testing roadmap definition.
Hypothesis’s
By providing a quiz to answer questions on specific need states of visitors, where they are on their health journey, and how AG1 can support them, we will see a higher CVR rate from visitors who complete the quiz.
By exchanging health guidance for emails, we will see a drastic increase in prospect capture rate.
Results
Increased prospect capture rate by 660 basis points.
Increased conversion by 54 basis points.
Increased engagement rate by 430 basis points.