Case Study · Food & Drink
Black Label Coffee: One strong argument, made clear to everyone
Black Label Coffee roasts low-acid specialty coffee on Lake Constance and sells it through Shopify, with a coffee subscription, a line for businesses and a loyalty programme. For people who react badly to regular coffee, low acidity is the most important argument of all. We worked to make it appeal to every other coffee drinker too.
I'll show you where your shop loses buyers.
One argument, two audiences
People who react badly to regular coffee look specifically for low-acid varieties. For them, the mention on the home page is a reason to stay. People who simply want good coffee need other reasons, such as taste, roast or the convenience of a subscription. Both groups are valuable, and both can be won.
The shop serves both groups, and each gets its own argument. There are further routes with their own potential: the subscription for regulars, the business line for offices and the loyalty programme. Each of these routes speaks to a different group. Numbers alone only partly show how first-time visitors find their way through all this. So we combined observation with data.
Observation and data as a cross-check
After a joint review, we work in close contact with the team. The first focus is a user test. It shows how first-time visitors move through the shop, where they hesitate and which terms they understand straight away. Observations like these reveal what visitors think while they click.
The analytics review provides the cross-check from the data. What stands out with a few people in the user test can be checked across many visits. Together, the two give a more reliable picture than either method alone. We also included the ad account and product catalogues. Ads and catalogue should say the same thing as the shop, so a visitor coming from an ad finds exactly what made them click on the product page. That includes explaining low acidity the same way in the ad and on the product page.
A niche argument needs translating
In our view, products with a clear special benefit have great potential once they explain that benefit to everyone. People who have the need understand at once. Everyone else needs a second sentence that makes the benefit tangible. Our advice for shops in a similar position: watch how real first-time visitors read the argument, and check what you see against the data. That combination gives the most reliable basis for changes. A subscription in particular benefits when the first purchase comes from conviction, because conviction builds loyalty.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.