Industry
Pet Food & Nutrition
Location
United Kingdom
Website
Products
About
Paws on Plates is a UK-based pet nutrition brand offering personalized, fresh meals for dogs. To better guide new customers through their plan options and boost conversion, they turned to Quizell to create their first interactive product recommendation quiz.
Challenge
Before using Quizell, Paws on Plates had no structured way to recommend the right plan based on a dog’s unique profile. This led to:
- Customer hesitation during purchase, due to uncertainty about the correct plan, portion size, or pricing.
- A generic landing page with no tailored guidance or upselling opportunities.
- Repeated questions sent to support about meal sizes, feeding frequency, and pricing logic.
They needed a solution that could educate customers, collect accurate data, and drive confident purchases.
Solution
Working closely with their team, Quizell implemented a quiz that serves as both a guided journey and a powerful conversion tool. Key features include:
- Dynamic portion calculation (based on weight: 1kg = 10g/day) and display of daily recommendations
- A custom landing page showing recommended plans, accurate pricing (7/14/28-day views), and applied discounts (e.g., 25% off first 2 boxes)
- Structured logic for fixed-value data collection, allowing multilingual quizzes with clean backend variables
- Support for multiple discount scenarios using adaptable result pages
This end-to-end flow automates personalization while feeling deeply human, leading to a boost in conversions.
Results
After launch, the quiz quickly became the brand’s highest-converting entry point, delivering:
- A 82% quiz completion rate
- Visitors who completed the quiz were 2.7x more likely to purchase than average site traffic
- Customers landing via the quiz placed orders with 51% higher first-order value, driven by clear pricing breakdowns and relevant upsells
- 23% fewer support tickets, especially related to meal plans and pricing, thanks to the quiz summary section
Paws on Plates now greets customers with highly personalized plans, making both them and their four-legged friends happy.
"The team at Quizell understood exactly what we needed. The quiz not only looks great - it’s now one of our top-performing conversion tools."
Sam Adams
Founder & CEO
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