A quiz that cut cost-per-purchase and grew order size.
When platform privacy changes shrank ad targeting, we built a quiz-driven Stack Builder that matches shoppers to the right supplement stack.
Blackstone Labs sells a deep, technical supplement catalog to an audience that includes complete newcomers to fitness and supplementation.
The challenge
When the ad platforms tightened targeting and privacy, reaching and converting newcomers got more expensive. Selling individual products assumed a fluency in supplements and training that many new buyers simply didn’t have — so they hesitated, and acquisition costs climbed.
Our approach
Lower the knowledge required to buy. Guide people to the right stack, back it with real support, and confidence — and conversion — follow.
What we did
We built a quiz and supplement-stack matching system using inputs like workout frequency, goals, caffeine tolerance, and appetite for more hardcore formulas, then matched each user to the right stack and added free training and meal resources. We leaned on it hard during peak-intent windows like New Year’s, when newcomers flood the category.
The results
The Stack Builder significantly reduced cost-per-purchase and drove a large rise in average order value, as shoppers moved from buying a single product to buying a full, matched stack — while feeling more confident they were getting the right products and the support to reach their goals.
