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.
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.
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.
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.
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.
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.