The first thing we noticed was a disconnect between traffic quality and conversions. The funnel looked active, but it wasn’t closing the loop. People were engaging with the quiz but weren’t finishing — not because they weren’t interested, but because the experience demanded too much, too soon. There was value, but it wasn't being communicated fast enough.

Mobile was another sticking point. The quiz and checkout flow felt designed for desktop, and on smaller screens, that friction showed up hard. We saw strong traffic volume, especially from performance ads, but users were bouncing halfway through, overwhelmed or unsure.

Then there was a messaging gap. Bioniq is a premium product in a specialized space — personalization, biotech, health optimization. But the site didn’t always sell that authority. It informed, yes — but it didn’t always persuade. Key moments where trust could’ve been built were either too subtle or buried too deep.

So the challenge wasn’t one big flaw — it was a series of high-impact friction points that needed to be turned into conversion assets. One layer at a time.