The One-Product Quiz Marea Wellness Uses to Personalize the Path to Purchase
Most ecommerce marketers assume you need a big product catalog to make a quiz work. The truth is, you can find success with as little as one item.
Instead of focusing on the what like many quizzes do, focus on the why.
There are likely a variety of reasons why people buy your product. So, use your quiz to effectively tailor your marketing campaigns to their specific needs.
Marea Wellness is a great example.
The brand has discovered the power of a one-product quiz to:
- Earn email subscribers
- Personalize marketing campaigns
- Boost conversions
Instead of using a quiz to help a shopper choose a product, Marea uses its quiz to share how the PMS Elixir will help with the shopper’s specific symptoms.
Learn how you can apply this strategy to your brand with a full breakdown of Marea’s quiz and post-quiz email flow. There’s even a quiz template at the end so you can get started today.
<background>Marea: The background<background>
Marea Wellness is a direct-to-consumer brand with one primary product: The PMS Elixir. It’s a multivitamin supplement to support healthy menstruation.
Founded in 2019 by Monica Grohne, Marea was created to heal the root cause of menstrual symptoms with natural, science-backed solutions.
When discovering the vitamins and minerals that would support a healthy menstrual cycle, Monica also realized how difficult it would be to implement a routine with the existing options on the market—it would take 12 pills daily to get the right support.
So she and her team developed an easy-to-consume, powdered formula that contains the right proportions of each ingredient. It mixes with water and is consumed once daily.
The beauty of this one-size-fits-all formula is it supports menstrual cycles at the hormonal level. According to Marea, hormonal dysfunction can lead to a variety of symptoms. So, this one product can relieve many different symptoms without changing the formula.
<strategy>How Marea’s quiz sells one product in multiple ways<strategy>
Marketing a one-size-fits-all product is a challenge. Shoppers need to understand a product’s benefits in order to make a purchase decision. But with so many benefits, how do you speak to the ones that matter to each shopper?
Marea solves this challenge with a product quiz.
The standard advice for ecommerce brands with tons of SKUs is to use a product recommendation quiz to help shoppers find the right solution. It engages site visitors, grows your subscriber list, and helps shoppers get to a purchase decision faster.
But with one product, or a limited product catalog, brands can still take advantage of engaging ecommerce quizzes by taking a page out of Marea’s book.
Marea uses its quiz to learn more about shoppers and then educate them on the product’s benefits for their symptoms.
This information can be used for future marketing campaigns so communications with a customer focus on solving their period symptoms.
<quiz>The anatomy of the one-product quiz<quiz>
Marea asks a variety of questions to understand the shopper’s menstrual cycle and what could be contributing to their symptoms.
Overall, the brand asks enough questions to provide meaningful and accurate results, but not so many that a customer would lose interest in the quiz.
Here’s the full quiz step-by-step:
Step 1: Quiz landing page
When a shopper clicks a link to the quiz, they’re taken to a landing page prompting them to begin:
Marea leads with a focus on educating the quiz taker and mentions the product as a side note. This piques the shopper’s curiosity because it focuses on their needs instead of the product.
Step 2: How many days is your cycle?
The first question in Marea’s symptom quiz asks about cycle length. This isn’t a felt symptom, but Marea says short and long periods can be a sign of hormone imbalance.
This gives the brand more details about the customer's cycle that they can use for education later.
Step 3: What phase of your cycle are you currently in?
This information doesn’t impact the content a shopper receives. But it has given the team valuable information about their customers.
In a Tweet, Monica says 30% of quiz takers don’t know what phase of their cycle they’re in. So there’s a lot of room for educational follow-up content.
Step 4: Are you currently on hormonal birth control?
Hormonal birth control impacts hormones, naturally.
So Marea could use this question to educate the customer on what is happening in their body and why they may be experiencing certain symptoms.
Step 5: What symptoms do you experience?
This is what customers care most about—the issues that get in the way of their lives.
While the other information in the quiz is helpful, these are usually the problems menstruators want help solving.
Step 6: Email signup
Without gathering an email address, Marea wouldn’t benefit from all that juicy zero-party data. So the results are gated with an email sign up form and a 10% off perk for signing up:
Now the brand can stay in touch—particularly with shoppers who don’t purchase right away—and they have details about the shopper’s menstrual cycle so they can personalize marketing campaigns moving forward.
A discount will probably always convert better than the same offer without a discount, but some brands can get away without offering one. Like brands that offer custom hair or skin care formulas. It makes sense that to get your custom formula, you’d need to provide your email address.
But just to view the quiz results of some information that’s probably on the website anyways? Customers are less likely to want to hand over their contact information for that. So the discount incentive gives Marea’s email signup form a leg up.
At the end of the quiz, Marea takes the shopper to a personalized landing page that details out how the PMS Elixir can help with their symptoms.
Marea fills in some educational gaps many menstruators face, helping them understand the likely root cause of their symptoms. And it covers the specific nutrients in the PMS Elixir that will support these issues.
This builds trust and further justifies using Marea’s product.
<attracting>Attracting shoppers to the quiz<attracting>
On the website, Marea highlights its Symptom Quiz in the navigation bar where it’s easy to find.
Marea also shares a link to the quiz in emails to subscribers who haven’t taken the quiz and on its social media profiles. So there are plenty of opportunities to draw customers in to learn more about their symptoms and the PMS Elixir.
<emails>The post-quiz email flow that drives conversions<emails>
Because the quiz collects an email address, Marea can stay in touch with quiz takers. The brand can remind them of their results, how the PMS Elixir can help, and be a resource for period knowledge.
The quiz initiates a welcome flow in Klaviyo to encourage the customer’s first purchase.
The first email in Marea’s post-quiz flow links the subscriber back to their results and promotes the PMS Elixir with a discount code:
It is sent immediately after the quiz, which is smart.
The brand promised a discount code, so providing that right away ensures shoppers can buy before getting distracted. If the email is delayed, the shopper could lose their initial impulse and not convert at all.
This email has seen great results with a 67% open rate and 5% conversion rate.
Product education email
Next in the flow is a product education email focusing on combating common objections to purchase:
The brand leads the email with a reminder of the discount code. You can’t expect shoppers to remember the discount from the first email, so the brand reminds customers throughout the welcome flow.
Subscribers have already read the science in their quiz results. So in this email, Marea addresses effectiveness and safety.
Marea also shows potential customers that the PMS Elixir is more convenient compared to the alternative—consuming several pills a day. And for customers who may be thinking it’s expensive, the brand reframes it as a total solution for a low daily price of less than $2.
At this point, Marea has educated the customer on the product. So if there’s still any doubt it’s—does it really work?
That’s where social proof comes in. Here’s an email specifically for quiz takers who experience cramps on their periods:
Marea has unpacked all the science already, but here are real testimonials—based on the subscriber’s symptoms—that it works.
The benefit-driven subject line “No more cramps! ✨” can drive opens by speaking directly to the customer’s primary issue. And the discount code at the bottom of the email reminds subscribers that they can save on their first month.
The final email in the flow is an introduction to the founder:
Marea reminds readers about the discount code at the beginning of the email and again at the end to encourage purchases.
In the message, Monica shares her story as it relates to the product and how that transformed into a mission to help others.
It’s a nice reminder that there’s a human behind the product—and that she created it to solve the same problems the subscriber has.
Marea adds education about cycle tracking with a link to a downloadable cycle tracker. This is a great resource, but is also another way to get Marea into subscribers’ daily lives.
If a shopper still hasn’t purchased at this point, but uses the cycle tracker, they’ll be reminded of Marea every day and perhaps come back to purchase some day.
<other-brands>Other brands that use one-product quizzes<other-brands>
There are so many ways you can use a quiz to engage your customers and grow your email list, even without a ton of SKUs.
- Sell kitchen supplies? Offer a quiz to help customers find recipes they can make with your product.
- Travel gear? Create a custom packing list that includes your product based on someone’s trip length and destination.
- Fitness equipment? Use a quiz to give customers a workout plan for your product based on their goals.
Here are two more brands that use one-product quizzes.
Acupressure mat brand Pranamat ECO implemented a quiz in ConvertFlow to help shoppers understand the product based on their health goals:
The quiz doubled email opt-ins compared to their previous solution. It also infused Pranamat’s subscriber profiles with zero-party data the brand now uses to personalize email campaigns, lifting email engagement.
Haircare brand Boldify has a unique post-purchase quiz to drive retention:
The quiz customizes a product use tutorial by asking about the customer’s hair and goals.
Boldify sells many products. But this one-product quiz focuses on helping the customer fall in love with the product they bought so they come back for repeat purchases.
<create-template>Create an engaging one-product quiz like Marea<create-template>
Single-product quizzes are a hidden gem waiting for ecommerce marketers to take advantage of.
To grow your brand with a one-product quiz like Marea, you’ll want to:
- Promote your quiz somewhere easy for site visitors to find
- Offer an incentive to take the quiz
- Educate customers on how your product will help them
- Gather valuable customer data you can use for future marketing campaigns
- Follow up with an engaging, personalized email series
Here’s a ready-to-use template inspired by Marea that you can use to build your one-product quiz in ConvertFlow:
ConvertFlow is an all-in-one funnel builder for ecommerce. It has all the tools, templates, and functionality you need to grow conversions, AOV, and revenue.
Create, test, and personalize popups, forms, quizzes, product recommendations, landing pages, and more in one platform.