Back in 2021, I got one of the kindest unsolicited emails ever from Hrag Kalbejian, owner of Henry’s House of Coffee. If you know Hrag, or have ever met him, you know this is not out of the ordinary, he’s one of the kindest humans I’ve ever met, and supporting a company he’s using in his business is just something he would do.
The thing that jumped out at me reading his email is that 9% of quiz takers convert into customers. Which is incredible. Over the years, the Henry’s House of Coffee quiz has kept up to date with new roasts and blends, and it’s as great as ever, so I wanted to do a breakdown of how they did it.
P.S. Henry’s House of Coffee is excellent, and I personally drink it. They ship nationwide, and this is in no way sponsored by them.
Hrag’s quiz is a Coffee Recommender, it helps customers visiting the Henry’s House of Coffee website choose the right coffee to order. Helping customers choose is absolutely something that the staff at Henry’s does in person at their location in San Francisco, and online they offer a digital version of that attentiveness through the matchmaker quiz.
A quick note on the tech setup here, the Henry’s House of Coffee quiz is embedded onto a Shopify page, connects to Klaviyo for email list building, and the results pages redirect to Shopify Collections pages, for the optimal E-commerce quiz format.
Each question in the quiz is crafted with care, based on the three generations of experience Henry and his family have in the coffee business. Each question is also purposeful, helping to filter out which coffee recommendations would make the most sense to the person taking the quiz.
At the end of the quiz, before the Coffee Matches are revealed, there is an email opt-in form. It’s optional, and if you join you get a $5 off coupon. Hrag also lets you know that you can get coffee tips and stories if you subscribe (which are excellent by the way, they do a great job with their newsletter).
After the opt-in form, you are redirected to your Shopify Collection page featuring your coffee matches. They keep it super simple, with just the products and a brief description. I just ordered the Panama based on my results, and can’t wait for it to arrive! Setting up the results as Shopify Collections Pages is really smart because they can simply update these pages when new coffee varieties arrive.
Thank you to Henry’s House of Coffee and Hrag Kalebjian for sharing this story and for creating such an incredible product recommendation quiz. If you’re curious to learn more about their story, Hrag was our first ever guest on the Interact Podcast, you can listen to that here.