Plum Deluxe Tea put their quiz in the homepage hero — because 1 in 3 quiz takers become buyers
- Jul 9
- 3 min read
Updated: Jul 28
Plum Deluxe Tea is a loose-leaf tea company built around small-batch, hand-blended teas and one of the most loyal subscription communities in the category. Their catalog is a delight — and a dilemma. When you sell dozens of blends across black, green, herbal, and seasonal collections, a new visitor's first question is always the same: where do I start?
The proof: years of quiz data pointing the same direction
Plum Deluxe has run a tea-matching quiz with Visual Quiz Builder for years — a handful of taste questions (caffeine, flavor profile, when you brew) that walk each shopper to their match on a custom, on-brand result page. The long-running numbers:
14,029 shoppers have engaged with the quiz, and 12,346 finished it — an 88% completion rate
7,872 emails collected along the way
Of the quiz takers VQB could track through to checkout, 1,740 of 4,985 went on to purchase — roughly 1 in 3 (34.9%)
The AOV of quiz takers placing an order was over $52, well above the AOV of a non-quiz takers to the site. Tea bundles on the site are priced in the $40-45 range and individual teas are typically $8.
And they don't dawdle: about 80% of those purchases happen within 24 hours of taking the quiz
That last pattern is the insight. Quiz takers weren't just browsing — they were converting at a rate most stores only see from their most loyal segments. The quiz wasn't a widget on the site. It was quietly the best salesperson on staff.
The bet: promote your best salesperson
So this spring, Plum Deluxe acted on their own data — in two moves:
The quiz went into the homepage hero. Not a link in the nav, not a banner halfway down the page — the quiz call-to-action now sits front and center in the hero section, the first thing every visitor sees. If quiz takers convert at triple digits relative to everyone else, the math says: make more visitors quiz takers.
They simplified the quiz itself. The new version trims the path from first question to recommendation, so the promise the hero makes — "Find your blend in 30 seconds" — is one the quiz actually keeps.
The rest of the machine stayed: recommendations render on a custom result page in their own theme, and returning visitors get a "Welcome Back" screen with their previous results one tap away — a small touch that matters enormously for a replenishment product like tea.
For a more in-depth look into their prior quiz funnel, check out 'Discover your Perfect Cup' by Plum Deluxe.
Early returns (first five weeks)
The new quiz went live in early June 2026. It's early — but the first five weeks look like this:
A 98% completion rate, up from an already-excellent 88% (the new quiz does not ask for email)
21% of takers place an order, a number that keeps climbing as recent quiz takers come back to buy (the long-run rate on the previous quiz settled at 35%)
The same buy-it-now behavior: three-quarters of those purchases came within 24 hours
The takeaway you can copy
Check your quiz's conversion rate against your store's. If quiz takers are converting at a multiple of everyone else — and they usually are — your growth lever isn't tweaking the quiz, it's putting it where everyone will take it. Promote the CTA up the page (yes, even the hero), cut every question that doesn't earn its place, and let your best salesperson greet every visitor instead of the few who find it.
So…what are you waiting for?
