Let’s talk about Jocko Fuel.
Co-founded by retired Navy SEAL Jocko Willink, Jocko Fuel offers clean energy drinks and protein products designed to help customers optimize their health and well-being without compromise. Cut the chemicals and preservatives—Jocko Fuel keeps it real.
We sat down with Karen Rehill, Director of Ecommerce at Jocko Fuel, to learn how the company heavily focuses on retention marketing with a long-term approach to customer relationships.
Karen told us that Jocko Fuel expects customers to take some time to convert—about three to four touchpoints, to be exact.
First-time customers engage with Jocko Fuel’s quiz, sign up for email or SMS, and then go through a welcome flow where they purchase from one of the follow-up campaigns. This buyer’s flow isn’t just expected; the Jocko Fuel team welcomes it.
Here’s why: the team purposely allows customers to go through a learning journey before deciding to convert. The takeaway is that Jocko Fuel establishes trust and provides its customers’ value over time rather than focusing solely on immediate conversions.
Why should you note this? Jocko Fuel collects a ton of customer data, which they use to build better buying experiences and foster loyalty through personalized campaigns. Not to mention, Jocko Fuel's quiz reached a 90%+ engagement and completion rate—stats to pay attention to.
Let’s dig in further.
The Problem: Building Personalized Engagement Across a Multi-Channel Ecosystem
Jocko Fuel clearly cares for its customers. They always have. But before implementing their product finder quiz, Karen noted they were missing:
- Promising engagement rates
- Detailed customer insights
Specifically, Jocko Fuel sought to deepen customer engagement across multiple digital channels. As a company with a robust omnichannel approach—spanning retail, digital marketing, SMS, email, Instagram, and search—it needed a way to personalize its communication and better understand customer needs.
They also wanted to gather valuable insights into customer preferences, especially as they navigated the often overwhelming world of supplements. Jocko Fuel aimed to drive product development based on direct consumer feedback.
Asking questions like, "What protein flavor would you like to see next?" Jocko Fuel can gather real-time feedback that directly informs product launches.
Also, consumer feedback can be applied to improve communication, email, and SMS flows. “We want to be communicating with our customers, engaging with them like we're in a relationship, which we are,” says Karen.
This is where we come in. Partnering with Octane AI, Jocko Fuel strengthened customer engagement and found the customer insights they sought.
The Solution: Personalized Customer Guidance Through a Tailored Quiz
A product finder quiz was a natural fit to find what Jocko Fuel was looking for.
With the help of Octane AI, Jocko Fuel established its staple quiz that helps customers find the right supplements for their fitness needs.
The quiz was designed to be brief and easy to complete, asking customers key questions about their age, activity level, health concerns, and goals. Based on the responses, customers are guided toward the right Jocko Fuel products, whether seeking better hydration or post-workout recovery.
Essentially, Jocko Fuel wanted to get straight to it by directly asking customers:
- What are some of your fitness concerns?
- What are your fitness goals and things you want to improve?
With that, they figure out where their Jocko Fuel products fit into each customer’s specific health journey.
Why Jocko Fuel Chose Octane AI
The decision to partner with Octane AI was unanimous across the team, with recommendations from internal experts and development partners reinforcing the choice.
“We have a lot of smart people at Jocko Fuel, and everyone was aligned to use Octane AI,” said Karen. Especially for three main reasons:
- It’s user-friendly
- It provides useful customer data
- It seamlessly integrates with the rest of Jocko Fuel’s tech stack
- It offers robust analytics into quiz performance
- It’s built specifically for Shopify stores
Karen explained that even for those new to the platform, Octane AI’s features are intuitive and straightforward, making creating or editing quizzes on the fly simple.
A Walkthrough of Jocko Fuel’s Quiz
We can go on about how amazing Jocko Fuel’s quiz is, but it is probably best if you experience it yourself. So let’s dive into Jocko Fuel’s Find The Right Products For You quiz.
Before we take a walkthrough, let’s break down the quiz’s three key focuses to tackle attaining promising engagement rates and valuable customer data:
- Customization
- Engagement
- Flexibility
Jocko Fuel created a customized shopping experience by recommending specific products to customers based on need and preference. Jocko Fuel also uses the quiz to gather feedback on new product developments to incorporate into future product launches.
To tackle upping engagement, Jocko Fuel syncs the quiz with their email and SMS platforms to follow up with leads who didn’t immediately convert. The company recognized that many customers needed time to learn about the products before purchasing, so they focused on building a long-term relationship rather than pushing for an immediate sale.
The quiz had to be adaptable. The team found Octane AI easy to use and integrate, allowing them to make changes on the fly and optimize the quiz experience as they learned more about their customers. With Octane AI's flexibility, Jocko Fuel could focus on gathering useful data while driving conversions.
Now, let's get into what this looks like in practice. By breaking down Jocko Fuel’s quiz, we can better understand how it helped them achieve that 90%+ engagement rate.
Immediately, their quiz is highlighted in the top menu bar on their landing page.
The quiz tells customers exactly how long it may take and why they are taking it.
Then, the quiz dives into demographic questions, such as asking the customer about their gender and age range. This more granular data helps pinpoint specific products to recommend and refines consumer preference segments.
Of course, a nutritional and supplement brand needs to know about their customers’ exercise habits. The quiz dives into questions about exercise frequency and exercise goals, where customers can select multiple fitness goals that apply to them.
Jocko Fuel also wants to learn the fitness expertise of their customers. By asking questions that target their fitness knowledge and journey, Jocko Fuel gets a better idea of what product intensity to recommend.
The quiz asks about the physical and nutritional choices in one’s fitness journey. This looks like asking questions about exercise style, intensity, and what one needs with nutrition.
Wrapping up, Jocko Fuel prompts customers to sign up for email and SMS flows in exchange for a 20% discount. These final quiz prompts are a great way to stay in touch with one-time interaction customers to prompt further engagement and potential conversion.
When done, the customer is met with recommended products, ranging from powders to greens to drinks, with the option to add to their cart.
These recommended products are a great way to create a personalized shopping experience, prompt business-to-consumer engagement, and learn more about your fitness-inspired shoppers.
Syncing with Klaviyo and Attentive for Seamless Follow-Up
As mentioned earlier, Octane AI seamlessly integrates with many other Shopify apps. We want your personalized shopping quiz to work in tandem with your adjacent software solutions—so we have just that.
In the case of Jocko Fuel, they integrated their quiz results with Klaviyo for email and Attentive for SMS, ensuring seamless follow-up with customers. After a customer completes the quiz, they receive personalized recommendations via email or SMS, outlining the products that best fit their needs.
Integrations like these are crucial for lead generation. Klaviyo and Attentive integrations capture both email and SMS information from customers who have already shown interest by taking the quiz. This allows Jocko Fuel to connect with potential customers to prompt possible prospects.
Karen explained that if customers have engaged with your quiz, they may be looking for more information. That is your cue to respond—“Providing that engagement back and forth between us and the consumer.”
Jocko Fuel’s Quiz Showed Strong Results
Let’s refresh: By partnering with Octane AI, Jocko Fuel aimed to solve its problems surrounding low engagement rates and a lack of customer insights.
With their Find the Right Products For You quiz, Jocko Fuel was able to do just that.
Jocko Fuel achieved an engagement and completion rate of over 90%, with the majority of customers who started the quiz completing it. This metric exceeded expectations, especially given the typically short attention spans of online users.
Jocko Fuel also fostered those new prospects to get higher conversions over time. While some customers converted immediately after taking the quiz, many engaged multiple times through various touchpoints (email, SMS) before finally purchasing. This patient, multi-step process allowed Jocko Fuel to nurture relationships and convert leads over time.
Last but certainly not least, Jocko Fuel got their sought-out product development insights. The quiz helped inform Jocko Fuel's product development efforts, enabling the company to confidently launch new flavors and products that directly addressed customer needs and preferences.
TLDR: With Octane AI, Jocko Fuel developed a product recommendation quiz that surpassed engagement rate expectations and gathered customer data to inspire future projects.
Don’t take it from us, take it from Karen:
“Any brand looking to engage with the consumer, which is pretty much every brand, should be using Octane AI in some form or another.”
How To Set up Your Quiz
Jocko Fuel’s success story is one of many. Building a quiz without internal bandwidth battles has never been easier.
Ready to personalize your ecommerce store with a quiz? You can get started right away or schedule a time. We want to learn more about your brand’s needs, so let’s chat.
