Metagenics: a quiz funnel that matches every visitor to their probiotic
Metagenics brings more than forty years of clinical science and the trust of over fifty thousand healthcare practitioners. Amipro, its South African branch, planned a Google Ads campaign around gut health, and needed somewhere for that traffic to land. We built the conversion destination: an educational landing page and a four-screen quiz that ends every visit with one confident product recommendation, engineered with custom code inside Weebly.
Executive Summary
The campaign needed somewhere to land
Metagenics is one of the most established names in nutraceuticals: more than forty years of clinical science and a brand trusted by over fifty thousand healthcare practitioners. Amipro, its South African branch, set out to grow the direct-to-consumer channel with a Google Ads campaign built around gut health, the category consumers are currently obsessed with. Sending that traffic to a homepage or a product grid would have wasted the click: probiotics are a considered purchase, and the visitor needs education, trust, and a low-effort way to find which product fits them.
We designed and built the campaign's conversion destination: an educational landing page and a find-your-formula quiz matching visitors to the right UltraFlora probiotic based on their gut health needs and goals. The quiz runs across four custom-designed screens: a welcome screen opening the conversation, an educational screen building microbiome understanding before the qualifying question, a results screen presenting the recommended product with its story and purchase actions, and a retailer selection step for choosing where to buy. All of it was delivered on Weebly, the client's platform, using custom HTML, CSS, and JavaScript to reach a level of polish the builder does not offer out of the box, with performance, SEO, and analytics engineered in rather than left to defaults.
Client at a glance
- Nutraceuticals: science-backed probiotics (UltraFlora line)
- South African branch of a US parent company
- DTC campaign funnel fed by Google Ads
- Platform: Weebly with custom HTML, CSS, and JavaScript
What we delivered
The Challenge
A considered purchase, a constrained platform, and paid traffic on the clock
A visitor arriving from a search ad needs three things in sequence: a reason to care about gut health, a reason to trust this brand over the supplement aisle, and a low-effort way to find which specific product fits them. The page had to deliver all three, on Weebly, at ad-traffic speed.
Education before conversion
The audience needed the gut health story and the science credentials before any product pitch could land. The page had to teach without turning into a lecture.
Personalization as the conversion mechanism
A catalog of formulas is a decision burden; a quiz that maps needs to a single recommendation removes it. The quiz logic had to translate answers into the right product reliably.
A premium brand on a constrained builder
Weebly's native components would not reach the design bar. Custom code inside the platform's embed architecture had to close the gap without breaking maintainability for the client's team.
Performance as a campaign requirement
Paid traffic punishes slow pages. The build targeted sub-two-second loads, with image optimization and cross-device testing across iOS, Android, and desktop.
Measurable end to end
With ad spend behind it, the funnel had to report itself: quiz completions, CTA clicks, and conversions tracked in Google Analytics from day one.
Research & Strategy
Follow the buying psychology of the category
First earn attention with the question the audience is already asking (why is everyone obsessed with gut health?), then earn trust with the brand's genuinely rare credentials, then convert through personalization: a short quiz that feels like a consultation and ends in one confident recommendation. The US campaign provided proven source material; the work was transcreation, not translation, adapting sections, testimonials, and offers for the South African consumer.
The funnel roadmap
The Build
One page, one job: start the quiz
Every section of the page, from the hero to the final offer, drives toward one action. The quiz itself was designed like a product, with four dedicated screens and its own logic, not a form bolted onto a page.
A landing page that educates before it sells
A persuasion sequence: the gut health hook backed by clinical credentials, benefit sections with the brand's product badges, customer testimonials placed where doubt peaks, a comprehensive FAQ handling the category's real objections, and an incentive-backed close. Content transcreated from the proven US campaign for the South African audience.
Four screens to a personal match
A start screen opens with the visitor's own experience of gut health. An information screen builds microbiome understanding, then asks the qualifying question. The results screen presents one recommendation with the product's image, story, and clear purchase actions. A retailer selection step lets the buyer choose where to complete the purchase. Answers map to specific UltraFlora formulas, so every visitor ends at a product chosen for them.
Engineering inside Weebly
Weebly was treated as a hosting constraint, not a design ceiling: custom HTML, CSS, and JavaScript through the platform's embed architecture, Bootstrap for responsive structure, images optimized for sub-two-second loads, and SEO metadata targeting the campaign's keywords.
Measurement and handover
Google Analytics wired to quiz completions, CTA clicks, and conversions, with cross-device QA across iOS, Android, and desktop before launch. The client received a handover guide covering edits and tracking, keeping the funnel maintainable in-house.
Event-driven and orchestrated in the cloud: every step independently observable, retryable, and parallel.
What Worked
The bets that defined the build
Two bets carried the engagement and both are reusable patterns.
Conversion-grade UI inside a drag-and-drop builder
Hold a premium brand standard on a platform whose native components could not reach it.
- Custom code via Weebly's embed architecture
- Site stays maintainable by the client's team
Result
Proved custom code inside the builder delivers an experience the native components cannot, without taking the site away from the client.
The quiz as the page's single destination
Give the page one job and make the funnel legible in analytics.
- Every section routes to the quiz
- Every FAQ answer routes back to the quiz
Result
One clear conversion path, and a funnel that reports its own results.
Why It Worked
It respected how people actually buy supplements
Educate, build trust, then personalize, in that order.
The quiz digitized the brand's heritage
Metagenics was built on practitioner recommendations. The quiz turned that into a self-serve digital experience: a consultation that ends in one confident answer.
The constraint was part of the brief
The platform limitation was engineered around, not used as a reason to lower the bar. Performance and analytics were built in from the start rather than patched after launch.
The client endorsed the collaboration
The review endorsed the work for communication, quality, and outcome: Collaborative, Clear Communicator, Committed to Quality.
Results
A funnel built for the sale, live and measurable
No performance metrics are published for this engagement; every result below is a structural fact of the delivery.
Every visitor ends at a product chosen for them, and the funnel reports its own results
Conversion destination
Product choice
Brand standard on Weebly
Measurement
Client Feedback
In the client's words
Responsive and easy to communicate with, understanding our brief and delivering an excellent outcome.
Nicole
Metagenics / Amipro
Common Questions
What this means if you're planning a quiz funnel for paid traffic
With the landing experience, because for a considered product it is the campaign. Build the page as a sequence (hook, trust, personalization, offer) and give it a single call to action instead of sending paid clicks to a homepage or product grid.
Buying traffic without a page built to convert it?
We build conversion funnels that make paid traffic pay: landing pages, quizzes, and the engineering behind them, on whatever platform you already run. Fixed price proposal after one call.