Inside a Health & Wellness Funnel Strategy: How a Personalized Supplements Brand Optimizes Conversions from Quiz to Checkout

A case study of Bioniq's landing pages and funnels strategy: Interview with Maria Volchenok, head of Growth at Bioniq

Revealing the price too early tanked conversions by 30%. That’s one of the boldest moves Bioniq made - and it paid off. Instead of leading with cost, they built a journey that walks each user through a health quiz, analyzes their data, and presents a custom supplements blend (with their name on the jar) thus setting the context and expectations for the user before showing a price tag.

Maria, Head of Growth at Bioniq, offers an inside look at the brand’s digital growth engine, from landing page performance and product page personalization to user behavior insights and why personalization needs to go deeper than just putting a name on a bottle.

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Personalized supplements start with personal commitment

Bioniq isn’t just another supplement brand with generic multivitamins. At the core of their business model lies the personalization of each formula by using customers’ blood test data. The company has secured investment from high-profile athletes like Cristiano Ronaldo and Diogo Dalot, bringing Bioniq’s total valuation to $82 million.

Users begin their journey with either:

• Bioniq GO: a lighter version of the product, a daily supplement mix tailored to users’ responses in a comprehensive health and lifestyle quiz.
• Bioniq PRO: a more advanced formula developed from blood biomarker analysis, with regular re-testing for continuous optimization.

These packages represent two different entry points into subscription-based health optimization, offering people tailored nutrient blends using scientific methods. Each formula is delivered in a granulated format, not pills or capsules. This unique form is designed for better absorption and personalization, down to dosage calculations based on body weight and age.

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Understanding the funnel: Where conversion drops off

Bioniq’s digital funnel for Bioniq GO includes four key steps:

1. Landing page – introducing the product and inviting users to take the quiz.
2. Health quiz – 30+ questions about goals, lifestyle, symptoms, and health conditions.
3. Product page – a personalized formula presentation based on quiz results.
4. Checkout – where the customer subscribes to their custom blend.

Here’s a surprising fact emphasized by Maria: the quiz itself isn’t a drop-off point. In fact, it’s one of the strongest parts of the experience. People are curious about their health and tend to complete the quiz once they start.

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So, what’s the real issue? Getting them to start the quiz in the first place, and getting them to buy after they’ve seen the product page. This is where the conversion optimization strategy kicks in - with A/B tests, user session analysis, and behavioral insights gathered via Hotjar and Microsoft Clarity.

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Landing page optimization: More than just a first impression

For Bioniq, the landing page is a critical trust-building space. Maria and her team continuously test versions of the page using A/B testing, looking at everything from layout and hero imagery to the placement of social proof.

Key lessons:

• Length matters: Short-form pages underperformed. Visitors interested in health optimization expect detailed, science-based information. Long-form content builds trust.
• Tailored visuals convert better: While a product-first image works for general audiences, audience-specific visuals (e.g., women over 40, athletes) win on dedicated landing pages.
• Social proof timing matters: Placing testimonials too early diluted their impact. Instead, they’re more effective after the science and value proposition have been clearly presented.

Maria’s team now structures the landing page like a conversation:

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This sequential storytelling approach improves both engagement and quiz starts.

| Structure matters more than slogans. A good landing page is a well-told story, not a collage of best practices.

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Price anchoring: Why Bioniq delays the reveal

A surprising insight from Bioniq’s testing revealed that the product price before the quiz slashes conversions by 30%.

They ran rigorous A/B tests. When users saw the price upfront, they dropped off. But when they saw the personalized formula first, with all the logic behind it, they understood the value and were more likely to purchase.

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Currently, the price is revealed only after users receive their personalized blend, which includes:

• Specific nutrients and doses tailored to three selected health goals.
• An explanation of why each component was chosen.
• A visual of the custom-labeled supplement jar (with the user’s name on it).
• Realistic health impact timelines (e.g., skin improvements within 28 days).

This strategy reframes the price not as a cost but as an investment in a personalized, data-backed health solution.

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Personalization beyond the quiz

Post-quiz personalization doesn’t stop with the formula. Bioniq continues to customize the user experience on the product detail page:

• Dynamic content: Health goals and product benefits shown match each user’s quiz selections.
• Formula transparency: Each ingredient is tied to a specific function, like immune support, hormonal balance, or cardiovascular health.
• Gender-based testimonials: The review section adjusts based on user profile data to increase relevance and trust.
• Naming: Personalized supplement bottles include the customer’s name, adding a psychological sense of ownership.

Future enhancements include explaining how specific quiz answers influenced the final blend - an opportunity to increase transparency and trust even further.

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User behavior insights: Why it’s important to watch recordings

Instead of relying solely on heatmaps or aggregate analytics, Maria dedicates time each month to reviewing user session recordings. She sits and watches dozens of sessions, especially mobile, since that’s where 83% of their traffic comes from. 

In this way, Maria learns what no dashboard can tell you: what frustrates users, where they pause, and what looks like a button but isn’t. Even design choices like where to place subscription explanations have been tested and iterated dozens of times. Every element matters when you’re optimizing for conversion in health products.

By identifying rage clicks, hesitations, and unexpected dead ends, the Bioniq team crafts more intuitive experiences that align with actual user behavior.

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User panels and qualitative research: A startup must-have

While Maria acknowledges that time and bandwidth are limited, especially in a startup environment, she sees qualitative research as essential.

For the company’s recent “Build Your Own” supplement product, they conducted user panels and asked participants to record their feedback. This process surfaced unexpected insights that aligned with behavioral data and gave the team the confidence to launch having clarity on which friction points to fix and which features to enhance.

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External partners: A fresh pair of eyes on the funnel

Despite a strong internal team, Maria believes in the value of external collaborators.

You get biased when you look at the same funnel every day. External agencies bring pattern recognition across industries. They know what’s worked elsewhere and can help the company skip dead-ends.

Here’s how designers and agencies can help such a business:

• Fresh A/B testing hypotheses
• Funnel benchmarking across DTC health and wellness
• Qualitative user research execution
• Landing page copywriting and UX storytelling

Sometimes, the best growth strategy is just asking the right outsider to look at what you're missing.

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Key takeaways from Bioniq’s growth strategy

Whether you’re running a DTC brand, working on conversion rate optimization, or building a quiz-based product recommendation engine, here’s what Bioniq teaches us:

• Context before cost - Let people experience the product, understand the science, and see their personalization before introducing price.
• Structure matters more than slogans - A good landing page is a well-told story, not a collage of best practices.
• Watch real user sessions regularly - Behavioral analytics tools work like your empathy lens. Use them.
• Keep testing, but don’t lose the narrative - A/B testing is powerful, but not if you forget why people come to your brand in the first place.
• Turn personalization into a real connection - From name-labeled jars to gender-specific reviews, the more a customer feels seen, the more likely they are to convert.

At Call to Action Digital, we specialize in helping data-driven brands like Bioniq break through growth plateaus with fresh A/B testing ideas, competitor benchmarking, and conversion-focused UX storytelling. As Maria shared during our conversation, even the most sophisticated in-house teams can benefit from an outside perspective - someone to challenge internal assumptions, validate (or reject) existing hypotheses, and speed up decision-making through tested frameworks.

At the end of the day, Bioniq’s success isn’t just about personalization. It’s about how clearly they understand their user’s journey and how committed they are to removing friction, one insight at a time.

The biggest lesson from this discussion? Funnel optimization is empathy in action.

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