Awe Inspired is a mission-driven jewelry company that supports women who are strong and generous by emobodying the resilient feminine spirit in talis(wo)men necklaces to empower the wearer when life tests one’s edurance. Emboldened by the generosity of its goddess collection, Awe donates 20% of all profits to a charity of their customers’ choosing, and have painstakingly curated Goddess jewelry that honors symbols of feminine power throughout history and mythology.
Awe launched an innovative Goddess Quiz to help customers match their personalities to the nearest Goddess’s using a third-party app on their Shopify site. But, they were quickly outgrowing their quiz platform; they needed more customization, proper analytics, and a more robust personality scoring system that still allowed for the ability to scale.
neta moved lightly and quickly to deliver a new Goddess Quiz and Quiz Builder application to Awe Inspired within three months of strategy delivery. That was 2 complete apps built by a team of 6 neta + 2 Awe members, starting May 2020 and launching August 2020. Together we found solutions to challenging design problems, learned a lot of new math, and launched the most fully-featured interactive e-commerce quiz on the web today.
A dynamically static app
All existing Shopify quiz solutions relied on server-rendered (often called dynamic) pages embedded into the site, so if a quiz vendor’s site went down so did your quiz. Awe couldn’t afford down time, so we took the innovative step of embedding the quiz as a static JAMstack app. Built using Svelte.js, hosted on Netlify, and mirrored directly into Awe Inspired’s Shopify site, this app is the first of its kind on Shopify. This app will never go down, because it is just a set of extremely small, extremely powerful files. It also happens to be blazingly fast.
Scalability requires true editability
Awe’s biggest pain point with their previous quiz platform was the lack of ease in its editability, both in designing rich pages and in tweaking the personality quiz scoring system. neta built a Quiz Builder platform that allows for the creation of quizzes that are visually distinct but remain easy to manage, employing the headless CMS Strapi to make future development independent of Shopify and the Shopify App platform.
Balancing commerce and personality
All existing quiz platforms use either a tree-based or point-based system to calculate a user’s result. Awe found their existing tree-based system unable to scale past 10 results before becoming a tangled mess: questions couldn’t be reordered, and it was impossible to analyze if a Goddess wasn’t being given her fair shake in the Quiz. They also wanted the ability to show multiple goddesses within the Results page, with the ability to boost Goddesses that were timely or performing well from a commerce perspective.
After experimentation and a lot of scribbles on notepads, neta discovered a system that met all requirements while also being true to the user’s choices. Our Quiz Builder uses a point-based system, with the addition of a ranked ordering of the results, as well as, the constraint that the goddesses must be distributed across the answers of each question evenly. We found that this setup made a nearly-even distribution of Goddesses in 1st place across all possible playthrough, with the critical caveat that ~40% of these result in a tie for 1st place. The ranking simply determines which Goddess wins in a a tie, so that Awe can promote a Goddess without manipulating outcomes.
Learn, execute, repeat
We made a lot of quick moves to hone the Goddess Quiz over the several iterations since launch. We revamped the scoring system to be more intuitive to editors and true to the goddess’ personalities. Try taking the quiz and asking yourself what would Athena pick? and see who you get. We added dynamic values to the Quiz Builder to allow editors to generate content based on user’s previous answers. We built analytics tools to allow for iterative improvement of writing within the Quiz if an answer or Goddess proves unpopular, and we added a direct ‘Add to Cart’ functionality on the Goddess Quiz Results page to increase conversion.
We also created a top of funnel creative asset that is currently being rolled out to English-speaking western European countries and Australia, empowering paid channels (both SEM and paid social) at the top of the user’s funnel with a dynamic educational ad. We strengthened all aweinspired.com referral opportunities into the Quiz including PR influencer adoption of modern day culturally relevant goddesses such as: RBG, Harriet Tubman and Kamala Harris to maximize the social halo effect further qualifying traffic who enters the Goddess Quiz.