Juniper: Conversion experiments
Timeline
2023 - Present
Role
Overview
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.
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.
Solution
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.
The Outcome
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 providers).
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.