Juniper: Competitor quiz experiment
CRO
2023 - Present
✓ +32% increase in Quiz starts ✓ +27% increase in paid Consultation paid Juniper is a DTC healthcare brand focused on helping people manage their weight through clinically-backed treatment and support.
The problem:
Juniper was bidding on competitor search terms but sending everyone to the same generic page. No message match. No differentiation. Users weren't scrolling past the hero.
The mechanic:
Juniper's existing mini-quiz page was converting well. Users who interacted converted better than users who scrolled.
So instead of a static comparison page, I built a 3-question interactive quiz:
- Each question surfaces a gap the user hadn't considered
- Each answer reveals a Juniper USP
- The result screen shows a score comparison with a clear CTA
Answer → reveal → next. It teaches without feeling like a lecture.
Scaling it:
The quiz was built as a reusable template, using the same mechanic, different copy and questions per competitor. One system, which can be used against all of our competitors, with room to A/B test by audience segment (researching, comparing, switching).
Results:
The Interactive quiz LP was tested against the existing control page across ~9,200 visitors from MedExpress paid search traffic.
- +32% increase in quiz engagement, 32.08% of visitors started the quiz vs 24.23% on the control page. The interactive format captured attention that the static page was losing.
- +27% increase in paid consultation rate, 2.83% CVR vs 2.22%. The quiz didn't just engage more people, it converted them. 136 paid consultations vs 99 from comparable traffic.
- 37 additional paid consultations from the same traffic volume, without increasing ad spend.
- Engagement translated to revenue, the higher quiz start rate wasn't vanity. The full funnel (quiz start → quiz complete → paid consultation) showed improvement at every stage, confirming that the interactive format drove quality engagement, not just clicks.
