Fera Pets offers veterinarian-created supplements for dogs and cats across a wide range of health needs, ingredients, and formats. That gives pet parents more ways to support their animals, and more decisions to make. Instead of relying on catalog navigation alone, Fera uses a ConvertFlow quiz funnel to turn questions about each pet into a focused, shoppable path forward.
The challenge
Most pet parents don't arrive at an online supplement store knowing the exact ingredient, formulation, or product they need. They're more likely to begin with an observation: "my dog's slowing down," or "my cat has a sensitive stomach."
Concerns like these make sense to the shopper, but a traditional ecommerce experience still asks them to translate the concern into a product decision. They have to compare ingredients, health benefits, formats, and product combinations before they feel confident enough to buy. As the catalog grows, the problem gets worse.
Fera Pets offers supplements supporting digestion, mobility, calming, skin and coat health, immunity, cardiac health, and other needs, in different formats for both dogs and cats. Variety is valuable, but it creates a question navigation alone can't always answer: which products are right for my pet?
The solution
Instead of asking every shopper to navigate the full catalog, Fera offers a guided path through its pet supplements quiz funnel. The buying experience doesn't begin with products. It begins with the pet.
Over a short series of questions, the ConvertFlow quiz funnel asks:
- Whether the shopper has a dog or a cat
- The pet's age
- Their primary health concern
- Whether the pet currently takes a multivitamin
- Whether they're a picky eater
- Whether they experience allergies or sensitive skin
- Whether they have a sensitive stomach
These are questions most pet parents can answer without understanding supplement ingredients or formulations. That changes the shopper's job. Instead of researching the catalog and deciding which products might apply, visitors provide information they already know about their pet. The quiz funnel does the sorting.
Turning veterinarian-led positioning into a guided experience. Fera Pets' products are formulated under the direction of co-founder and veterinarian Dr. Michelle Dulake, and the quiz funnel carries that expertise into the shopping journey by presenting personalized recommendations associated with Dr. Dulake. The brand's expertise isn't confined to an About page or product descriptions; it actively helps shoppers decide what to consider next. A basic product finder filters a catalog.
Fera's ConvertFlow quiz is shopping funnel fully personalized for each individual pet, connecting questions, recommendations, product explanations, and purchase options into a personalized shopping funnel.
Making every recommendation actionable. After completing the quiz, shoppers reach a 1:1 personalized sales page featuring recommended supplements. Instead of sending them back to a broad collection page, the funnel brings the most relevant options together in one place, where shoppers can review the recommended products, see why each one may be relevant, add an individual recommendation to their cart, or add the complete recommended group.
That accommodates different levels of purchase intent. A shopper addressing one immediate concern can begin with a single product, while someone building a broader routine can add the whole group without hunting for each item. The results page doesn't just answer the quiz; it turns the recommendation into a direct path to purchase.
The results
Fera Pets' ConvertFlow quiz funnel turns guided shopping into measurable, attributed orders. The funnel drives a 16%+ order rate.
That matters because the quiz funnel isn't just about engagement, brand or shopper education.
It's really about moving more shoppers to higher AOV purchase, and the funnel does it by making the decision easier for shoppers, all while educating them and being helpful.
Fera asks a short series of relevant questions, applies its veterinarian-led positioning to the discovery process, and gives each visitor a focused set of next steps. The result is a shorter path between "I know what my pet needs help with" and "I know which products to consider."
The quiz funnel works because it:
- Begins with information shoppers already know. Pet parents may not know which ingredients to look for, but they know their pet's age, primary concern, eating habits, and sensitivities.
- Reduces catalog complexity without reducing choice. Fera can keep offering supplements across animals, needs, ingredients, and formats while the funnel absorbs that complexity and presents a smaller, more relevant group.
- Help shoppers based on the brand's expertise. Rather than telling visitors the brand is veterinarian-created, the funnel uses that expertise to help shoppers and guide their next step.
- Connects guidance directly to action. Individual add-to-cart buttons let shoppers start with one recommendation, while the multi-product option creates a simple path to a higher AOV, multi-SKU purchase.
Key takeaways for ecommerce brands: start with the customer's problem rather than your product categories, because customers think in problems, not SKUs.
Quiz funnels integrate brand expertise into the customer journey, helping shoppers, influencing product selection, making sure shoppers buy the right products, and reducing your return rate.
Quiz funnels make personalized recommendations immediately shoppable, driving multi-SKU purchases at a higher AOV.
The bigger takeaway: brands with complex catalogs often respond with incremental optimizations, adding more navigation, more filters, and more product education.
Those optimizations help incrementally, but they still leave the shopper responsible for assembling the answer.
Fera Pets takes a more conversational approach using a quiz funnel, and its order rate shows the commercial potential. When shoppers aren't sure which product to choose, the answer isn't always another collection page.
Sometimes it's a better conversation, and that's why quiz funnel deliver non-incremental gains for ecommerce brands.
