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Founded by Dave Asprey, Suppgrade Labs sells targeted supplements for goals ranging from foundational health and energy to mood, sleep, cognition, and performance.
Unfortunately, a highly specialized catalog creates a familiar ecommerce problem: The more specific the products become, the more knowledge shoppers need to have to make confident buying decisions.
Instead of leaving visitors to compare formulas and build a routine on their own, Suppgrade uses a ConvertFlow quiz to power a personalized sales funnel.
Shopper answers shape the questions they see, the protocol they receive, and the email that brings them back to their recommendations. Passive browsing becomes a connected journey from desired outcome to personalized offer and follow-up.
The challenge
Shoppers looking for more energy, sharper focus, better sleep, or a stronger health foundation are not necessarily looking for one specific bottle. They are trying to answer two more important questions:
1) What does my body need?
Answer: The right support for the outcome I want.
2) What combination is right for me?
Answer: A complete, personalized routine without overdoing it.
Conventional collection or product pages can explain what each formula does, but they rarely do a good job helping people decide which need to prioritize, which products fit together, or where to begin. The result can be hesitation, endless comparison, or the choice of a single familiar item when a more complete solution may be appropriate.
The challenge doesn't end once the right products are identified. If the results page and follow-up messaging fail to reflect what the shopper shared, the personalization breaks at the point where it matters most: the sale.
The solution
Using ConvertFlow, Suppgrade Labs built a personalized shopping funnel that begins like a guided consultation and continues beyond the quiz itself.
The journey starts with the shopper’s desired upgrade and adapts the follow-up questions to that priority. Those answers then carry forward into the recommended protocol and follow-up email, giving shoppers a consistent, personalized path from the first question to the offer.
As you can see above, this ConvertFlow quiz funnel follows a strategic multi-step structure:
- Start with the desired outcome: Shoppers begin with what they want to improve instead of choosing from a product grid.
- Gather relevant context: Branching questions explore symptoms, diet, habits, and other factors that can shape the recommendation.
- Earn the email opt-in: Suppgrade Labs asks for contact information after the shopper has invested in receiving a personalized protocol.
- Personalize the offer: Quiz answers determine the products, bundles, and stacks presented on the results page.
- Follow-up via email & SMS: Personalized follow-up lets shoppers know their results are ready and gives them another path back to their recommendations.
- Keep the experience connected: The quiz, results page, and email all reinforce the same personalized protocol instead of behaving like separate marketing touchpoints.
Suppgrade's personalized shopping funnel mirrors how a knowledgeable advisor would approach the conversation. It starts with the goal, learns about the shopper to narrow the options, and only then introduces products. The catalog remains available for high-intent visitors, while the quiz creates another route for shoppers who want guidance before they buy.
"ConvertFlow’s quiz funnel has been a strong driver for us, with quiz takers averaging 43% higher AOV than our Shopify store AOV. We’ve also been able to quickly launch new variants, which has helped us keep optimizing and build on that success."
The results
The personalized shopping funnel does more than simplify supplement discovery. It connects intent capture, lead generation, product recommendations, and email follow-up in one continuous journey.
Quiz takers average 43% higher AOV than shoppers purchasing through the Suppgrade Labs Shopify store.
That comparison reinforces the strategy behind the experience. Instead of directing every visitor toward the same products, the funnel uses each shopper’s answers to recommend a coordinated protocol of relevant products and stacks.
The follow-up email then extends that personalized experience beyond the initial session, giving shoppers another opportunity to return to recommendations already matched to their needs.
Most importantly, the funnel does not depend on a random upsell. It earns the right to recommend multiple products by learning what the shopper wants to improve, gathering relevant context, and explaining how the products fit together.
Why it works
Suppgrade Labs’ personalized shopping funnel does several jobs at once. It gathers information that ordinary product-page behavior cannot reveal, translates those insights into a relevant protocol, and carries the recommendation into email follow-up.
Personalization does not disappear when the shopper submits the form. The results page and email continue the same conversation, preserving relevance across the buying journey. That's the connection between personalization and AOV. The funnel reduces decision friction while making a more complete recommendation feel more relevant and credible.
The funnel offers more of what pulls shoppers in:
- A clear payoff: A personalized upgrade plan, not another generic email signup.
- Personal relevance: The next question reflects the priority the shopper has already selected.
- Confidence: Recommendations emerge from a structured conversation rather than a blind product search.
- Continuity: The results and follow-up email reflect what the shopper has already shared.
And less of what holds them back:
- Product knowledge: The shopper does not need to understand every formula before starting.
- Cognitive load: Branching removes irrelevant questions and unnecessary options from the path.
- Commitment friction: Email arrives after value has been established, and SMS remains optional.
The result is a funnel that feels less like lead capture and more like personalized service. That distinction matters in a category where trust, clarity, and confidence shape the purchase.
Key takeaways for marketers
- Build a personalized shopping funnel, not an isolated quiz. The value comes from using the answers throughout the buying journey.
- Carry shopper intent into the offer. Recommendations should reflect the goals and context collected during the quiz.
- Use email & SMS to reopen the personalized journey. Follow-up is more compelling when it brings shoppers back to recommendations already matched to their needs.
- Recommend the complete solution. A coordinated protocol gives shoppers a credible reason to consider complementary products instead of guessing their way through individual SKUs.
Conclusion
Suppgrade Labs doesn't use its quiz as a standalone product finder or lead-gen form. It serves as the entry point to a personalized shopping funnel. From the questions people answer to the results they receive and the email that brings them back, each stage remains connected to the customer’s stated needs.
By turning shopper insights into relevant protocols and personalized follow-up, Suppgrade Labs creates a clearer path to a complete solution. Quiz takers average 43% higher AOV than shoppers purchasing through the brand’s Shopify store.
