A coffee brand came to us with a 4% subscription conversion rate from their website. We rebuilt with a flavour quiz and brew-method navigation. Subscription conversion hit 12%.

The old site listed coffees alphabetically. No guidance for new customers. No indication which coffee suits pour over vs. French press. No quiz to match preferences. Subscription was an option buried on the product page. Experienced coffee drinkers could navigate it. New customers bounced.

We rebuilt around discovery. A flavour quiz on the homepage asks 4 questions: roast preference, brewing method, flavour notes, and strength. Recommends 2-3 coffees with a subscribe-and-save option presented first. Navigation reorganized by brew method and roast level — how coffee drinkers actually shop. Subscription positioned as the default with one-time purchase as the alternative.

Subscription conversion tripled. Not because the coffee changed. Because the store stopped making customers figure it out themselves and started guiding them to the right product with the right buying option.