The Goddess Quiz That Powers Awe Inspired's 50% YoY Growth

From the very beginning, Awe Inspired has been more than just a jewelry brand. It's a celebration of strength, identity, and self-discovery. At the heart of that experience lives the Goddess Quiz.

Originally built as a Buzzfeed-style tribute to the divine feminine, the quiz has since evolved into a high-converting, deeply personal shopping experience. As Awe scaled, the team knew they couldn't rely on a quiz that was hard to update or failed to deliver the emotional impact that defined their brand.

So, they rebuilt it. And in the process, they unlocked a new level of performance: higher AOV, better conversion rates, and a quiz that feels like a personal ritual.

This is the story of how Awe Inspired reimagined its most iconic digital experience using Octane AI—and what happened when their customers started seeing themselves in the results.

Awe's Origin Story

Awe Inspired was founded by Jill Johnson, a three-time cancer survivor and veteran in the jewelry industry. After beating cancer, Jill wanted to create something that symbolized her strength, resilience, and rebirth. She couldn't find exactly what she was looking for in the market, so she made it herself.

She developed a jewelry piece that became the now-iconic Goddess Coin Necklace, and with it came the idea to help others discover their own inner goddess.

With increasing traction, Jill and her son and co-founder, Max, knew they had to innovate ways to connect with consumers. Max, immersed in digital culture and the Buzzfeed quiz era, developed the brand's first-ever quiz to bring this idea to life.

But as the company scaled, so did the complexity of its quiz needs.

The Challenge: A Quiz Too Rigid to Grow with the Brand

The first version of the Goddess Quiz was beautiful, custom-coded… and impossible to update.

The problem surfaced: Every tweak—whether to product logic, copy, or images—required developer time. That slowed down a fast-moving team focused on genuine brand storytelling and scalability.

Later, the quiz was migrated to a different quiz platform for more autonomy, but even then, key limitations around the mobile experience, email capture forms, and inflexible quiz logic remained.

The quiz could not keep up with the company's growth. The team wanted a better way to manage the quiz without giving up what made it special: a personalized, meaningful experience that felt intuitive and human. So, they turned to Octane AI.

Why Awe Inspired Chose Octane AI

We spoke with Rachel, Digital Director at Awe Inspired, who led the transition to Octane AI and has insights into why the company made that decision.

“We took this as an opportunity to soul-search. We didn't just copy and paste the old quiz over—we rebuilt the logic, rewrote the copy, and made it something even better.”

–Rachel, Digital Director at Awe Inspired

Here's what made Octane AI stand out for Awe's task at hand:

Complex Quiz Logic Built for Depth

The team revamped its logic to assign weights to every answer, helping surface the best-fitting goddess archetypes. Quiz-takers are now shown three personalized goddess results, allowing them to explore different aspects of their personality—from mystical energy to inner strength to real-life heroism.

Total Creative Control

The team can easily swap visuals, update copy, and evolve the quiz as their product catalog grows—all without touching code or waiting on developers. Not only is this more efficient, but it also aligns with the fast-moving nature of Awe Inspired.

Built-in Stability Across Devices

Octane AI eliminated major pain points—no more broken forms, missing fields, or mobile rendering issues. Now, the quiz is just… reliable. By removing technical friction, Awe can focus on crafting a quiz that feels intuitive, which is what made the quiz special in the first place.

How Awe's Quiz Works

Octane AI's quiz is favorable not only on the backend but also when facing customers.

The quiz helps guide new users toward a first purchase and delivers a self-reflective experience that's easy to share with others.

Featured in the dropdown menu, users can easily find the Goddess Quiz to find their personalized jewelry matches.

Not only is it accessible on the homepage, but the quiz is featured across the site's global navigation, footer, paid ads, bounce-back cards, email, SMS, and QR codes inside packaging.

When walking through the Goddess Quiz, users are asked to reflect on their personal preferences, like fashion sense and socialization habits, and even questions that one wouldn't expect in a jewelry match quiz, like picking out their ideal dream home.

The quiz also switches gears and asks customers what charity they could hypothetically donate to, to better understand their values and what initiatives matter most to them.

The quiz then goes a step further and showcases how Awe gives back to the charities it showcases, encouraging purchases that match customer-supported initiatives.

Awe wants quiz users to walk away knowing something new about themselves. To do this, the quiz prompts a handful of introspective questions to the consumer, encouraging self-reflection.

The quiz wraps up by inquiring about the users' zodiac sign to create a Goddess chart unique to the consumer and their astrological positioning.

Before getting their results, quiz-takers are offered a 10% discount in exchange for their email address. As the brand removes sitewide discounts, the quiz remains one of the only paths to that incentive, driving even more shoppers into the funnel.

Even with a quiz on the longer-end, it's worth it. The quiz ends by generating three different personalized products for one's outer, inner, and in-real-life Goddess. Shoppers get a chance to learn about each goddess and why they were recommended, providing an educational opportunity beyond just pushing products to buy.

“The quiz isn't just a product selector. It's a reflection tool. People come away feeling like they've learned something about themselves. Everything we do is about creating meaning and connection.”

–Rachel, Digital Director at Awe Inspired

With the implementation of this new and improved quiz, Awe can capture the value that their initial quiz version created right from the first touchpoint.

“We're helping people express who they are and what they've been through. That's why the quiz doesn't feel generic. People feel seen by it, and that's where the magic happens.”

–Rachel, Digital Director at Awe Inspired

A Quiz So Powerful It Can Handle Traffic Peaks from Celebrities

Awe Inspired was quick to gain traction online. In 2023, Taylor Swift wore the Rhiannon Goddess Necklace in a music video.

The Swifties went wild—flooded the site, took the quiz, and one fan, completely new to the brand, shared her reaction online. She described her quiz results as eerily accurate. She'd never heard of Awe Inspired but felt instantly seen.

That moment perfectly captured what the team hoped to build. This 100% organic moment was all about creating genuine interactions, encouraging further engagement with Awe.

How the Quiz Performs Today

Customers who take the Goddess Quiz don't just convert at higher rates—they spend more, too.

Awe has noticed a significantly higher AOV from customers who take the quiz. That's not from celebrity traffic—it's because the recommendations are so spot-on.

Also, since the relaunch of their quiz with Octane AI, Awe Inspired has seen some phenomenal results:

• 3.84% conversion rate from quiz-takers, well above average for a luxury e-commerce brand
• 44% increase in AOV from quiz-driven purchases
• 14% revenue uplift from quiz-related sales
• 48.63% email opt-in rate through the quiz funnel

“Octane AI freed up our bandwidth. We're a small team, and now we can focus on what we do best: content, branding, and storytelling.”

–Rachel, Digital Director of Awe

Get Started with Your Own Quiz Now

It's never been easier to build a quiz without battling internal bandwidth, leaving you time to focus on what matters most to your business.

With Octane AI, get started right away or schedule a time. We'd love to tell you more about what we offer and learn about your brand's needs.