# Quiz Funnel V1 — SETU Multi-Product Routing

> Per Nik Sharma 2026 VMS Play 2. Quiz-as-front-door replaces catalog-page-as-default. 4-6 questions, <60 sec, routes to ailment-specific PDPs or LPs. Doubles as Meta tracking workaround. Octane was just acquired by Meta — build now for integration upside.

## Strategic case

**Today (catalog):** Land on setu.in/products → scroll wall of 13 SKUs → self-diagnose → bounce 60-70%.
**Tomorrow (quiz):** Land on setu.in/quiz → answer 4-6 Qs in <60 sec → routed to ONE primary product + ONE add-on, framed as personal recommendation.

**Expected lift:** Quiz funnels move category-default CR from ~1.5% (catalog) → 4-6% (quiz). Reference: Perelel, Hers, Bioma, HUM all run quiz-first. Bonafide perimenopause quiz converts 7.2%.

**Bonus:** every answer is a positive intent signal we pass to Meta as a custom conversion event — restores tracking lost to iOS 14 + India's nutraceutical category restrictions.

## Recommended tool — OCTANE AI

**Decision: Octane AI.** Reasoning:
- Meta acquired Octane (April 2026). Native Meta Ads + Shopify integration coming Q3-Q4 2026 — build now to ride integration without re-platforming.
- Shopify-native install, sub-routes to product pages, ties to customer profiles.
- Klaviyo integration out-of-box — every answer becomes profile property, enables 30+ days of segmented flows.
- Strongest conditional logic engine — supports multi-product routing (13 SKUs × 12 ICPs).
- Pricing: Octane Pro $300/mo (~₹25K/mo).

**Why NOT alternatives:**
- Shopify-native (Quizify, Buzzy): too basic
- Custom React/Next.js: 4-6 wks dev + maintenance
- Typeform/Tally: beautiful UX, no native Shopify + Klaviyo + Meta

**Migration path:** Build V1 on Octane. If >50K completions/mo by Q4 2027, evaluate custom rebuild.

## The flow — 5 questions, <60 seconds

### Q1 — GOAL (single-select, mandatory)
**Headline:** What's the #1 thing you'd like to fix?
**Subhead:** Pick the one that bothers you most.
**Options (each is a routing signal):**
- 🧠 Brain fog, focus, mental energy → Sparkling Creatine (C4)
- 💪 Body composition — lean muscle, tone → Sparkling Creatine (C1, C5)
- 😴 Sleep → Sleep Restore
- ⚡ Daytime energy crashes → Daily Multi OR Sparkling Creatine (C4) by age
- 🌸 Hormonal shifts — perimenopause, mood, cycle → Sparkling Creatine (C5) + sibling
- 🤰 Pregnancy / postpartum → pre/postnatal
- 🦠 Gut, digestion, bloating → Gut Health SKUs
- 💆 Skin, hair, nails → Beauty/Hair SKUs

### Q2 — LIFESTYLE (single-select)
**Headline:** Which of these sounds most like your week?
- Desk job, mostly sedentary → flags WFH
- Active but no gym (yoga, walks, weekend sports) → flags C3 Active Performer
- Regular gym / structured training → flags C2 Gym Regular
- Studio classes (Pilates, barre, dance) → flags C1 Tone Seeker
- Caretaker / parent on the go → flags C5 Joint Family Caretaker
- Recovering from illness or surgery → flags GLP-1 / chronic fatigue / aging-parent

### Q3 — AGE BAND (single-select, mandatory)
**Headline:** What's your age range?
- 18-25 / 26-34 / 35-44 / 45-54 / 55-64 / 65+

### Q4 — DIET PATTERN (single-select)
**Headline:** How would you describe your diet?
**Subhead:** Vegetarian diets have specific gaps — including creatine. We factor this in.
- Vegetarian (lifelong) / Vegan / Eggetarian / Non-veg (chicken/fish) / Non-veg (red meat) / Mixed

### Q5 — CURRENT ROUTINE (multi-select, optional skip)
**Headline:** Any supplements or routines already?
- Whey / protein powder
- Multivitamin
- Iron / B12 / B-complex
- Pre-workout / BCAA
- Melatonin / sleep aid
- Omega-3 / fish oil
- Hormonal medication (HRT / birth control)
- GLP-1 medication (Ozempic / Wegovy / Mounjaro)
- Nothing yet
- (Skip)

### Optional Q6 — ALLERGENS (multi-select)
**Headline:** Anything we should avoid?
- Dairy / Soy / Gluten / Nuts / Artificial sweeteners / Pregnant or breastfeeding / None

### Email capture (final pre-results)
**Headline:** Your personalized result is ready.
**Subhead:** We'll email it so you have it later.
**Field:** Email (required) + checkbox "Send me a 10% off code on my first order" (pre-checked, GDPR/DPDP compliant).

**Critical:** Email capture BEFORE results doubles conversion vs after-results.

## Routing logic to Sparkling Creatine — 5 paths × 5 ICPs

### Path → ICP-WFH (C4 Energy-Depleted Professional)
- Q1: Brain fog OR Daytime energy crashes
- Q2: Desk job
- Q3: 26-34 OR 35-44
- **Result H1:** "Your 3pm brain fog has a clinical fix."
- **Routes to:** setu.in/lp/creatine-brain-fog
- **Add-on:** Daily Multi

### Path → ICP-PERIMENOPAUSE (C5 Midlife Muscle Keeper)
- Q1: Hormonal shifts OR Body composition
- Q3: 35-44 OR 45-54
- **Result H1:** "Perimenopause + creatine: the 2025 trial that changed everything."
- **Routes to:** setu.in/lp/creatine-perimenopause
- **Add-on:** Sleep Restore (if Q1=sleep)

### Path → ICP-PILATES (C1 Tone Seeker)
- Q1: Body composition
- Q2: Studio classes
- Q3: 26-34 OR 35-44
- **Result H1:** "Lean, not bulky. The creatine science Pilates instructors quietly use."
- **Routes to:** setu.in/lp/creatine-women-tone
- **Add-on:** Daily Multi

### Path → ICP-VEGETARIAN (cross-cuts ICPs)
- Q4: Vegetarian / Vegan / Eggetarian
- Q1, Q3: any
- **Result H1:** "Vegetarians have the lowest creatine stores. Here's why it matters."
- **Routes to:** setu.in/lp/creatine-vegetarian
- **Add-on:** Plant Protein (if body comp goal)

### Path → ICP-MONOSWITCH (C2 Gym Regular)
- Q1: Body composition
- Q2: Regular gym
- Q5: Pre-workout / BCAA OR Whey
- **Result H1:** "If monohydrate is bloating you, here's why HCL works differently."
- **Routes to:** setu.in/lp/creatine-hcl-vs-monohydrate
- **Add-on:** Whey Protein (if not already used)

### Conflict resolution
1. Pregnancy/breastfeeding flag → ALWAYS pregnancy-safe SKUs first
2. GLP-1 medication flag → add GLP-1 muscle-preservation messaging to result page
3. Allergen "artificial sweeteners" → route to Unflavoured Sparkling Creatine
4. Otherwise: most-specific match (perimenopause > general age, vegetarian > general diet)

## Result page (soft PDP)

**Above fold:**
- H1: "{first_name}, here's what we'd recommend."
- Hero: Product image + ailment-specific hook
- Why this for you: 3 bullets from their answers — "You said brain fog. You're 32. Desk job. Sparkling Creatine is built for exactly this."
- Buy CTA: subscribe-default, 90-day-prepaid offer prominent
- Doctor strip: "Dr. {Name} from our Scientific Advisory Board recommends this for women with brain fog." (Once MD panel live.)

**Below fold:**
- 3-card next steps — secondary product, related LP, or "see all"
- "Why we chose this over X" 1-line comparison strip
- Reviews filtered to user's ICP segment

## Meta tracking workaround mechanics

Every quiz answer is a positive intent signal we pass to Meta as custom conversion event.

### Custom events
| Event | Triggered | Meta optimization target |
|---|---|---|
| `quiz_started` | "Start Quiz" click | Top-funnel awareness |
| `quiz_q3_completed` | After 3 Qs (50% drop-off cliff) | Engaged retargeting audience |
| `quiz_email_captured` | Email submitted | Lead conversion |
| `quiz_routed_creatine_brainfog` | Routed to brain-fog LP | WFH/cognitive conversion campaigns |
| `quiz_routed_creatine_perimenopause` | Routed to perimenopause LP | Women 40+ conversion |
| `quiz_routed_creatine_tone` | Routed to Tone Seeker LP | Pilates/wellness conversion |
| `quiz_added_to_cart` | Recommended product added | Standard purchase |
| `quiz_purchase_completed` | Order within 7d of quiz | LTV optimization |

### Implementation
- Octane fires natively to Meta Pixel + Conversions API (server-side, iOS 14 resilient)
- Hashed email + user_id, cross-device matching
- Rebuild lookalike audiences off `quiz_purchase_completed` (high-intent seed)

### Owned-data flywheel bonus
- Quiz answers → rich Klaviyo properties (goal, age_band, diet, current_supps, allergens)
- Email flows segment off these for 6+ months
- For non-buyers: data still tells us what they care about for future launches

## Implementation timeline

**Phase 1 — Weeks 1-3 (Build):**
- W1: Octane Pro setup. Onboarding consultant (₹40K one-time). Copywriting (Claude draft → Nihaal review).
- W2: Build all 5 questions + conditional logic in Octane. Wire to Klaviyo. Build email-capture step.
- W3: Build 5 result-page variants (one per path). Larissa skins UI. QA 30+ routing combinations.

**Phase 2 — Week 4 (Launch):**
- Soft launch: 25% of homepage CTAs → "Take the SETU quiz". Measure baseline drop-off + completion.
- Full launch: every homepage + PDP gets "Find your SETU" CTA above fold.
- Meta Ads: 25% of cold paid traffic → /quiz instead of /products.

**Phase 3 — Months 2-3 (Optimize):**
- Weekly review: completion rate, drop-off by question, route distribution, purchase conversion
- A/B test: question order, copy variants, email-capture timing
- Add GLP-1 path (Q5 enhancement) — Q3 priority

**Phase 4 — Months 4-6 (Scale):**
- Wire MD panel into result pages (once panel live)
- Launch Hindi + regional language variants for tier-2 traffic
- Post-quiz Klaviyo flow (5 emails over 14 days for non-converters)

## Cost estimate

| Item | One-time | Recurring |
|---|---|---|
| Octane Pro | — | ₹25K/mo |
| Octane onboarding consultant | ₹40K | — |
| Quiz copywriting (in-house) | — | — |
| UX design (Larissa) | ₹50K | ₹10K/mo |
| 5 result-page builds | ₹75K | ₹15K/mo new paths |
| QA + testing | ₹25K | — |
| Klaviyo flow setup | — | bundled |
| **Year 1 total** | **₹1.9L** | **₹6L** = **~₹8L** |

vs status quo: ₹0 tool cost, losing ~₹50-80L/year in conversion lift the quiz delivers.

## KPI targets vs catalog default

| Metric | Catalog baseline | Quiz M-3 | Quiz M-6 |
|---|---|---|---|
| LP → product page CTR | 28% | 55% | 70% |
| Product → cart-add | 5.2% | 8% | 12% |
| Cart → purchase | 32% | 38% | 42% |
| **Overall cold-paid CR** | **0.46%** | **1.7%** | **3.5%** |
| Email capture rate | 8% (footer) | 45% | 55% |
| 30-day LTV per completer | n/a | ₹650 | ₹950 |
| % traffic through quiz | 0% | 35% | 60%+ |

## Hard rules
1. Max 5 questions in V1. Drop-off cliff at Q6.
2. Mobile-first. Each Q fits one screen.
3. Email capture BEFORE results, not after.
4. No fake urgency or "only 3 left" on result pages.
5. GDPR / India DPDP compliant — clear opt-in, separate marketing consent.
6. Quiz answers are sacred data. No third-party sharing without explicit consent.
7. Default to recommendation over self-service. ONE primary + ONE add-on. No more.