Protocol Quiz (Blueprint) — a Quiz funnel teardown
ProductEcommerce
TypeQuiz
CategoryLongevity & supplements
Blueprint runs a quiz that merchandises rather than acquires. Eleven questions — age, sex, country, diet, format, lifestyle and up to five health goals — produce a genuinely personalized basket, and then the profile is discarded, because the only email field in the flow is optional and styled more weakly than the Back button beside it.
The personalization deserves credit. Two personas with disjoint goals returned different baskets around a fixed two-SKU core, and the same persona re-walked from a clean browser context returned an identical result, so this is rules-based recommendation rather than a randomized shortlist. The stated format preference is honored too, which is where it also earns money: the powder persona was recommended a $79.80 protein powder that the capsule persona never saw.
What surrounds it is less careful. The subscription is pre-selected on every recommended product, so the visitor opts out of a discount rather than into a commitment. A “We’re building your protocol” screen does no building. An exit-intent popup offers a 5% discount the page has already given away twice. And the funnel is unreachable from a phone and receives no paid traffic at all — the same brand’s forty-ad Facebook set points entirely at product pages, and its other funnel sells this quiz’s own top recommendation at a deeper discount.
Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.
No ad points at the quiz. Its traffic comes from a solid navy pill in the desktop nav, the most prominent button on the site, and the mobile nav does not show it at all.
The only email field comes after all eleven questions, is labelled "(optional)" and has an outline button like Back. Skipping is one tap, so the profile is spent on one basket and the visitor stays anonymous.
"Save 5% when you subscribe to your protocol" sits under the headline on the landing screen. On the results every product arrives on "Ships Monthly", so the visitor opts out of a discount rather than into a subscription.
Two personas with different answers got baskets that shared a two-product core and differed on three slots, and re-walking one persona returned the identical five. The goals question picks three of the five products.
On a computer this funnel opens as a canvas: every page at full length, side by side, with the arrows between them and the moves that make it work. A phone screen can't hold it, so here it's a list.
No ad points at the quiz. Its traffic comes from a solid navy pill in the desktop nav, the most prominent button on the site, and the mobile nav does not show it at all.
The only email field comes after all eleven questions, is labelled "(optional)" and has an outline button like Back. Skipping is one tap, so the profile is spent on one basket and the visitor stays anonymous.
"Save 5% when you subscribe to your protocol" sits under the headline on the landing screen. On the results every product arrives on "Ships Monthly", so the visitor opts out of a discount rather than into a subscription.
Two personas with different answers got baskets that shared a two-product core and differed on three slots, and re-walking one persona returned the identical five. The goals question picks three of the five products.
