Geologie's quiz glow-up: 50% more conversions, 90% completion, and a faster funnel with Octane AI

“We started out with a quiz,” says Rick Brackett, head of ecommerce at Geologie. “That was our beginning. But we got to a point where we needed to test more, move faster, and simplify our tech stack.”

The original quiz was ahead of its time… eight years ago. Referred to as a “diagnostic” or “skincare assessment,” it ran on internal logic built from scratch. Although highly customized, it became difficult to maintain and slow to adapt.

“We had the data, but it was all manual. Pulling it, QA-ing it, second-guessing whether the traffic or timing skewed the results. It slowed us down.”

–Rick Brackett, Head of Ecommerce, Geologie

What Simplification and Speed Look Like

Now, Rick and his team were ready to maximize their use of Octane AI. One of the immediate benefits? They could A/B test questions and flows. With it, they could finally isolate what was working and what wasn't in real time—and didn't need engineering's help to do it.

If one question was pulling down their Average Order Value (AOV), they simply removed it, and revenue went up. All that insight is something you can't find if you're not testing at speed.

They could even visualize where users were dropping off. Then, it was easy enough to modify images, welcome screens, and question order without dev help.

“We could finally understand where people were falling off, and then actually do something about it in minutes, not weeks.”

–Rick Brackett, Head of Ecommerce, Geologie

The Winning Strategy: 5 Reasons Why the New Quiz Works So Well

Geologie's current quiz strategy revolves around speed of testing, smarter UX, data-driven personalization, and strategic follow-up across channels.

1. They Replaced Heavy Text with Engaging Visuals

Geologie's old quiz wasn't exactly light reading. But with Octane, they added visual elements, including AI-generated images, to better illustrate skin conditions like acne and redness. This made the quiz more engaging and educational.

Using Octane's built-in testing tools, the team also identified some awkward questions and removed or rephrased them. They took out the “What's your skincare budget?” question entirely after learning it was anchoring customers to price concerns and leading to lower AOV.

2. Their New Insights Actively Drive Messaging and Product Strategy

Quiz responses feed back into Geologie's upstream marketing decisions. Historically, “acne” accounted for 60–70% of quiz responses. But recently, the top-selected concern shifted to “general skin health”—a category Geologie originally added as a fallback.

“We never thought of 'general skin health' as a main use case, but it's become the most common. That's reshaped how we message skincare as a habit, not a fix.”

–Rick Brackett, Head of Ecommerce, Geologie

3. They Can Turn Zero-Party Data into Personalized Follow-ups

With Octane AI's quiz, Geologie's team can turn data into tailored post-quiz experiences. Quiz responses trigger email and SMS flows that recap customer concerns and recommended products.

The team uses Octane's clean data structure to create a CDDD (Completed Diagnostic, Didn't Buy) segment and follow up with personalized messaging and discount reminders.

4. Their Quiz Answers Power GPT-4 Results Pages

Using GPT-4 and the Octane quiz payload, Geologie can dynamically generate personalized results summary pages for customers. Users get educational content about how recommended ingredients can help solve their skin concerns rather than a generic statement about the product.

5. They Get a Direct Line from Paid Ads to Personalized Results

Geologie intentionally directs all major traffic sources straight to the quiz—not the homepage or PDPs.

This strategy reduces friction between ad click and conversion by removing extra navigation steps and aligning perfectly with the “take the quiz” call to action. This includes channels like Meta, Google Ads, TikTok, YouTube influencer campaigns and affiliate partners.

“If the ad says 'Take the quiz,' don't send them to your homepage. Drop them right into the experience. That's what we do.”

–Rick Brackett, Head of Ecommerce, Geologie