Product Questionnaire

Diamond Pet Foods / Woodruff


After learning that roughly 20% of site visitors who took the “find the right pet food” questionnaire ended up with a “no results” result, I launched a usability study and designed a new quiz pattern that aimed to bring this number down to zero while increasing overall engagement with the quiz, and ultimately, get more users to the “Where to Buy” page of the site.


The new quiz launched in March of 2023, and traffic doubled in the first month of being live!

After three months of being live:

  • 70% increase in quiz participation (~3,600 responses)
  • 66% email conversion rate (~2,300 user-submitted emails)
  • 22% SMS coinversion rate (~800 user-submitted ohone numbers)
see the real thing