TB12 is a leading health and wellness brand with the face of NFL legend Tom Brady to lend credibility and awareness.

Despite the famous personal brand attached to the product, there was room for improvement in converting visitors into customers.

By implementing Because's personalization platform, connecting quiz data from OctaneAI, email segments from Klaviyo, and creating dynamic content on-site, TB12 achieved remarkable results: 13% higher conversion rates, 5.22% quiz conversion rate, and significant improvements in cart completion.

Whether you're looking to improve conversion rates, better understand your customers, or create more engaging shopping experiences, TB12's implementation provides a blueprint for effective e-commerce personalization.

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The Challenge:

TB12 sells supplements, protein powders, and performance products based on Tom Brady's training methodology. The brand focuses on supporting longevity, performance, and recovery through scientifically-backed supplements.

TB12 needed to find new ways to understand and connect with their customers while maintaining sales momentum after Tom Brady retired from football.

The TB12 team recognized they needed a more sophisticated approach to personalization and product recommendations, particularly as new customers wouldn't have the immediate connection to Brady's on-field performance.

Additionally, they needed to create a more engaging shopping experience that could effectively guide customers to the right products based on their individual health and wellness goals.

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Quiz-Based Personalization: Converting First-Time Visitors Through Guided Shopping

TB12 Uses Octane AI to power a quiz on their site that asks site visitors questions to better understand their health and fitness goals and recommend products accordingly. This allows them to gather valuable zero party data they can then use to recommend products at the end of the quiz, and capture their information to then send them recommendations over email and or text.

But that’s where the quiz journey typically ends. TB12 decided to leverage Because's integration with Octane AI to transform quiz responses into actionable shopping experiences - even when the visitor comes back the next time.

When visitors complete the nutrition quiz, that data gets passed into Klaviyo (or whatever ESP you use) so it can be used to power emails (and texts) with product recommendations. If you set up each “result” for your quiz as a Segment in Klaviyo, you can use that as a rule in Because to power website personalization.

TB12 did exactly that. They sent their data from Octane into Klaviyo and each quiz result was dynamically categorized according to the visitor’s needs, like energy, recovery, protein, sleep, or general health. Both in the current session as well as any future visits to site, TB12 can now identify their site visitors using the Because <> Klaviyo integration and continue to power  personalized content across the site.

Each segment receives tailored product recommendations and personalized messaging throughout their shopping journey, ensuring customers are guided to the most relevant products for their goals.

Here is a sample quiz question that TB12 uses to understand the challenges that the customer is facing:

For example, if the desired result from the customer is increased energy, Because created messaging and banners specific to these needs:

And for those shoppers who have not completed a quiz, they dynamic messaging powered by Because makes a clear call to action to complete the quiz:

On the back end, TB12 set up different messaging based on the Octane AI quiz results:

The strategy proved highly successful, driving a 13% increase in conversion rates and generating a 5.22% conversion rate from quiz participants, demonstrating the significant impact of personalized shopping experiences on e-commerce performance.

On collection pages, Because implements three key personalization elements:

• Dynamic top banner messaging tailored to quiz results (e.g., "Based on your quiz responses, our TB12 Perform would be perfect for you")
• "Picked for you" product badges that highlight recommended supplements
• Customized product sorting to showcase most relevant items first

This personalization extends across both nutrition and supplement collection pages, ensured consistent recommendation messaging throughout the shopping journey and ultimately a higher likelihood of purchase.

By implementing Because's personalization platform along with Octane AI quizzes, TB12 created a data-driven shopping experience that used customer preferences to personalize every touchpoint.

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Email Subscriber Personalization: Converting Browsers into Repeat Customers

TB12 also uses Because for other powerful personalization on site - using all sorts of data from Klaviyo, For example, they use the Because <> Klaviyo segmentation data to create distinct website experiences based on customer relationship status.

Because identifies visitors through Klaviyo cookies (can also be enriched by identity resolution platforms & server-side tracking) and dynamically adjusts content:

For Non-Subscribers:

• Homepage newsletter signup prompts with 10% discount offers
• Product page email capture with free shipping incentives
• Exit-intent popups featuring quiz recommendations

For Existing Subscribers:

• Welcome back messaging with personalized recommendations
• Exclusive subscription offers ("Subscribe & Save 10%")
• Special loyalty tier pricing based on purchase history

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Cart Personalization: Maximizing Order Value Through Intelligent Offers

TB12's cart experience also uses Because to drive larger orders through sophisticated rules-based messaging:

This includes threshold-Based Messaging:

• Free shipping thresholds ("Free shipping over $75")
• Gift with purchase offers ("Add $58.00 for a Free TB12 Hat")
• Tiered discount messaging ("Buy 2 save 5%, Buy 3 save 10%, Buy 4 save 15%")

On the Product Page, TB12 prompts the appropriate subscription messaging based on whether the visitor is or is not yet a subscriber. The limited space above the fold on the PDP can now be best utilized to incentivize a subscription or retain an existing subscriber.

Cart messaging was dynamically adjusted based on both quiz results and cart contents.

When customers hadn't added their recommended products, they received targeted suggestions.

The system also displayed relevant discounts and promotions based on customer segments, helping drive higher average order values.

Customers that had items in their cart, as identified by Klaviyo segment, were offered dynamic offers based on the contents of their abandoned cart:

TB12’s sophisticated cart strategy contributed to:

• 3% increase in add-to-cart rate
• Higher average order values
• Improved cart completion rates
• Increased subscription adoption

Here are some other popular ways Because can be used:

Product-Based Recommendations:

• Quiz result prompts ("Still need your recommended multivitamin?")
• Bundle suggestions based on cart contents
• Subscription upgrade offers for repeat-purchase items

Cart Recovery:

• Exit-intent savings offers for abandoning customers
• Personalized shipping threshold notifications
• Reminder messaging about quiz-recommended products not in cart

Each implementation is A/B tested through Because without the need for a developer, allowing TB12 to optimize messaging and offers continuously based on performance data. Once they determine whether the campaign was successful, it can be implemented long term right in Because without the need to hard code it (especially considering the complexity of the rules-based content).

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Turn Customer Data Into Revenue

TB12's success with Octane and Because demonstrates how connecting customer data to personalized shopping experiences can transform e-commerce performance.

By integrating quiz responses, email segments, and dynamic content, TB12 achieved a 13% increase in conversion rates and saw 5.22% of quiz takers make a purchase.

Through Because's no-code platform, they created personalized experiences across collection pages, product recommendations, and cart messaging - all without developer resources.

Ready to see how personalization can drive similar results for your store?

Book a demo with Because today to learn how we can help you convert more customers through personalized shopping experiences.