Formula 707, a horse supplement company, created a new product line called BarnIQ for “backyard” horse owners to get the best nutrition for their horses. They intended to simplify the supplement process, much of which could be overwhelming with the number of products on the market place.
Formula 707 set out to make the custom daily pack process simple and easy while capturing additional market share. They needed a way to make their users feel like they customized their own product while getting a good value.
Along with the Formula 707 team and Nebraska Digital, we set to work. We determined a personalized quiz was a great fit for this project. The user would be able to answer simple questions about their horses’ health as well as add a photo and their name. Determined by how the user answered the questions, 1 of 16 products would be shown. From the results page, the user then could choose to add additional supplements or remove recommended supplements from their mix.
Once the perfect mix is selected, the user would be able to save it to their cart and even subscribe for a monthly shipment of that supplement. In addition, when they receive their shipment, the label will include their horses name and photo.
This solution would be integrated with their current website to make things easy and seamless.
When launching, we did discover we had created a bottleneck for conversions by requiring an account before being able to jump into the quiz. We were able to make an adjustment that didn’t require login until after the quiz was complete, and that increased conversions by 100%. Overall, the users were able to then create the products they needed and add them to their cart as they pleased. Resulting in some happy well-supplemented horses!