BlackMilk Coffee Roasters Quiz

BlackMilk Coffee Roasters is based in Athens, Greece and offers small-batch, speciality coffee that is roasted in small quantities every three to four days. This means that the coffee connoisseur can have a super-freshly roasted coffee in their doorstep.

BlackMilk operates solely online- they do not have a physical store, so they rely on leads from the quiz we created to  pass their message across, segment, market and sell their coffees.

The quiz has no personalisation at the moment and only asks for an email and name at the end. The reason was that the founder did not want big bounce rates, and preferred to retarget anyone who didn't take the quiz, using Facebook and AdRoll.

Working with the founder we identified tasting preferences and other ingredients that are most commonly used in coffee - and we used these selections to guide the user to a product page (no outcome pages here). It is worth mentioning that we use no discount codes, as coffee has a low cost compared to a supplement product or coaching.

Since the quiz launched in June 2022, we have managed to increase BlackMilk's email database from nearly 20 people to 1,356 people, out of which 10% made a purchase right after the quiz (proving how "hot" the market for coffee is), and then we converted 20% of the remaining over the course of the months until this case study was written (October 4th) using remarketing and email marketing.

The average order value from the quiz and email campaigns is 40 Euros.