How Wicked Edge Used a Quiz to Educate Site Visitors and Increased AOV by 61%

Wicked Edge manufactures precision knife sharpeners—tools that require a significant understanding to use effectively and to choose the right model. Unlike simple kitchen accessories, their sharpening systems represent a real investment (with an average product price well above typical e-commerce items) and serve a dedicated audience of knife enthusiasts, chefs, and professionals.

The challenge? Even customers who recognized the value of precision sharpening often struggled to determine which Wicked Edge product was right for them. The product line includes multiple sharpener models, each with different features, price points, and accessory compatibility.

“Our products are unique. Customers come to our site interested, but they often don't know where to start. We needed a way to guide them through the decision-making process.”

–Wicked Edge Team, on their challenge

The Quiz Strategy: Education Meets Personalization

Working with Tako Agency, Wicked Edge built a comprehensive product recommendation quiz using Octane AI. The quiz was designed not just to recommend products, but to educate customers along the way—helping them understand what factors matter for their sharpening needs.

Tako Agency took a methodical approach to quiz design. They used Miro to create detailed flowcharts, mapping out every possible customer journey through the quiz. This ensured that no matter what answers a customer provided, they would receive thoughtful, relevant recommendations.

Key Questions That Drive Results

The quiz asks customers about their sharpening experience level, the types of knives they want to sharpen, and their specific goals. This information helps Wicked Edge provide recommendations that truly match customer needs—not just push higher-priced products.

• Experience level: Beginners get different recommendations than professionals
• Knife types: Kitchen knives, hunting knives, and specialty blades all have different requirements
• Sharpening goals: Maintenance sharpening vs. restoring damaged edges
• Budget considerations: Starter systems vs. professional-grade equipment

“The quiz doesn't just ask what customers want—it helps them discover what they need. That education component is what drives the higher AOV.”

–Tako Agency, on the quiz strategy

The Game-Changer: "Add All to Cart" Bundles

One of the most impactful features of Wicked Edge's quiz implementation was Octane AI's "Add All to Cart" functionality. This feature allowed them to create pseudo-bundles—recommended product combinations that customers can add to their cart with a single click.

Here's why this matters: Wicked Edge's sharpeners work best when paired with the right accessories—diamond stones, strops, angle guides, and more. Before the quiz, customers often bought just the base sharpener, missing out on accessories that would significantly improve their experience.

With the quiz, Wicked Edge could recommend complete setups. Customers who needed aggressive edge restoration would see diamond stone recommendations. Those interested in mirror finishes would see progression kits and strops. And because customers could add everything to cart at once, they were far more likely to purchase complete solutions.

The Technical Beauty

The "Add All to Cart" feature works without requiring inventory management changes. Each recommended item is added as an individual line item, meaning Wicked Edge didn't need to create bundle SKUs or adjust their fulfillment process. It's the best of both worlds: customers get a bundled experience, while the backend stays simple.

Deep Klaviyo Integration for Personalized Follow-Up

Beyond immediate conversions, Wicked Edge uses quiz data to power sophisticated email marketing campaigns. Each quiz answer passes through to Klaviyo as an individual data point, enabling highly segmented user groups and personalized messaging.

This integration allows Wicked Edge to:

• Follow up with quiz abandoners using personalized product recommendations
• Send targeted content based on experience level
• Create specialized flows for different knife types and use cases
• Nurture leads who need more education before purchasing

“The zero-party data from the quiz has transformed our email marketing. We're not just sending generic newsletters—we're sending personalized recommendations based on exactly what each customer told us they need.”

–Wicked Edge, on their email strategy

Key Takeaways for Complex Products

Wicked Edge's success demonstrates several important principles for brands selling complex or high-consideration products:

• Education drives conversion: Customers who understand products buy with confidence
• Guided selling increases AOV: Helping customers build complete solutions naturally increases order value
• Zero-party data powers personalization: Quiz responses enable sophisticated email segmentation
• "Add All to Cart" simplifies purchasing: Reducing friction for bundle purchases dramatically impacts revenue
• Flowchart planning ensures quality: Mapping every quiz path prevents dead ends and ensures relevance