How Jacked Up Fitness Increased AOV by 47%

Jacked Up Fitness Brands sells high-end fitness equipment, specializing in Power Racks ranging from $800 to $5,000.

With expensive, highly-specialized products, consultative selling is key to matching customers to the right equipment. Different than a $10 impulse-purchase, shoppers need to go through the whole buyer's journey in their path to completing a purchase.

“This creates the perfect environment to leverage a quiz: to learn more about the needs, goals, space-constraints of the customer, and recommend the right product.”

–Jacked Up Fitness, Quiz Strategy

And for those shoppers that have more questions, they can book a demo at the end of the quiz. The quiz has been tremendously valuable for Jacked Up Fitness, generating 21% of their revenue and increasing average order values by 47%.

Let's dig into their quiz, and how they achieve these numbers.

The Quiz Questions

Jacked Up Fitness' interactive quiz helps customers find the right Power Rack by asking key questions. Let's walk through the quiz, and understand how these contribute to the AOV lift and revenue growth.

Question: Who will use the rack?

This helps Jacked Up Fitness understand the end user, and identify the product that best suits the shoppers' needs:

Question: How will you use the Power Rack?

There are different racks for different needs—general health and wellbeing, athletic performance, heavy lifting and more. This question helps match the equipment to the appropriate workout goals:

Question: How much space is available?

The Power Rack is a bulky piece of equipment, and spacing can be an issue. This question ensures that the racks fit room dimensions:

Question: What is your preferred style?

This question gets at the appearance and aesthetic preferences of the customer. Even within the products that fit a certain workout goal or space restriction, this is a helpful question to narrow down specific product recommendations:

Question: What is your pulley preference?

Again, narrowing down the product recommendation based on the preference of pulley strength and design, this question can specify the right equipment for the customer preference:

Overall, the quiz takes 2 minutes to complete. And at the end, customers receive personalized product recommendations matching their needs and preferences:

Results of The Jacked Up Fitness Quiz

Since implementing the Octane AI quiz, Jacked Up Fitness has seen tremendous growth and revenue as a result of adding a quiz to their site:

• ✅ 21% of revenue generated from customers who took the quiz
• ✅ 47% increase in Average Order Value. Quiz customers spend $3,615 on average (compared to $2,467 who did not take the quiz)

The highly consultative quiz qualifies leads, matches them with appropriate products, and increases confidence in buying high-ticket equipment.

Growth Opportunities: Areas To Test

These are fantastic results to see. But as marketers, we are always looking for ways to optimize, improve or test the quiz strategy. Here are a few ideas on how Jacked Up Fitness could increase the performance of their quiz.

Test #1: Drive More Quiz Leads With Paid Ads

Jacked Up Fitness currently drives quiz traffic through on-site promotions, mainly the header navigation that is on each page. However, paid ads could significantly scale high-quality lead flow to their customized quiz experience.

For example, it is easy to do back-of-the-envelope math on how a paid ads campaign with a $5 cost per click and a 5% conversion rate would provide tremendous ROI. Let's assume some general numbers:

• $5 cost per click to get a site visitor
• 5% conversion rate from clicks to leads (this is near the actual conversion rate of Jacked Up Fitness)
• Average order value of $3,500 (using the AOV of those who take the quiz)
• $100 in ad spend to generate a $3,500 sale

For every 20 people that land on the site from an ad, one will purchase. And that's just the start of the campaign. Lots of room to test and optimize from there. Those are fantastic metrics that would make a performance marketer salivate.

Here are a few ideas of campaigns to run:

• Testing various copy and video creative to get more fitness-focused audiences into the quiz would be a good place to start
• Remarketing to audiences that visited the site but did not purchase
• Abandoned Cart emails to those that didn't purchase. But because Jacked Up Fitness has the zero party data of the customer, they can create highly targeted campaigns to speak specifically to the shopper's needs

Here are a few quick ideas on a quiz for Jacked Up Fitness to generate traffic from ads:

• Goal-setting quiz: Ask questions to understand the customer's fitness goals, space constraints, budget, etc. and recommend equipment to help them achieve their goals
• Usage quiz: Ask how often they plan to use the equipment, what types of exercises, number of users, etc. to match with the right product specs and features
• Style quiz: Show images of equipment in different styles (modern, industrial, sleek, etc.) and have customers select their preferred aesthetic
• Compatibility quiz: Ask questions about other equipment they already own to ensure compatibility and integration
• Assessment quiz: Have customers input their current fitness levels, health stats, etc. and make personalized recommendations for equipment that will provide an optimal workout

Test #2: Partner With Paid Influencers and Run Ads

Fitness influencer partnerships would also drive engaged users. The benefit of this is the embedded trust of the influencer, with the brand's ad budget to get impressions to the ad.

Jacked Up Fitness could find fitness or home-gym influencers and create content together to send traffic to the quiz. Some ideas for a quiz could be:

• Home Gym Match Quiz: Influencers encourage followers to take a quiz to find the perfect at-home gym equipment to fit their space, budget and fitness level
• Workout Personality Quiz: Position a "workout personality" quiz to match followers to the type of exercise routines and equipment that suits their habits and preferences
• Supplement Quiz: Influencers drive traffic to a quiz helping determine which supplements and protein powders provide the right nutrients based on lifestyle factors
• Fitness Level Quiz: Influencers promote a quiz to assess cardio, strength and flexibility in order to benchmark fitness and tailor recommendations to reach goals

Test #3: Capture Leads for Follow-Up

For high Average Order Value purchases like Power Racks, consultative selling is vital. Jacked Up Fitness could test their quiz to capture lead contact info like emails or phone numbers.

Captured lead info allows for further personalization and follow up throughout the buyer's journey. For a $3,500 purchase decision, customers often have follow-up questions or specific needs.

Capturing emails or phone numbers enables Jacked Up Fitness to:

• Directly answer additional customer questions
• Provide detailed information catered to the lead's requirements
• Tailor pricing and promotions based on lead data
• Remind leads who left the buying funnel and recover abandoned carts
• Develop personalized post-purchase recommendations

Quizzes anonymously match customers to products. But complex, high-consideration purchases require a conversation with sales reps. By incentivizing lead capture in their quiz, Jacked Up Fitness could potentially lift conversions and long-term customer lifetime value.

Email and SMS contacts enable personalized selling—potentially a must-have for moving $800-$5,000 leads down the funnel.

Wrapping Up

Interactive quizzes add tremendous value when selling complex, customizable products. Seeing that Jacked Up Fitness generates 21% of its revenue from a quiz is a testament to the power of a quiz funnel.

For fitness equipment or other considered purchases, quizzes lift conversions and order values by providing personalized recommendations.