Case Study · Food & Drink
The best reason to swap your morning coffee
LUUP COFFEE sells lupin coffee, a caffeine-free, low-acid alternative to coffee. The product competes with a drink everyone knows and most people love. That is what makes the task so appealing: the buying decision depends on a clear answer to why the switch is worth it.
I'll show you where your shop loses buyers.
A strong alternative to a morning ritual
For many people, coffee is a morning ritual. Anyone switching to lupin coffee usually has a good reason, perhaps to avoid caffeine or acidity. Everyone else is discovering a new product at a price they compare with coffee. These curious visitors are an attractive audience that can be won with the right argument.
The buying decision turns on the question of why. Once a visitor has answered it for themselves, an interesting product photo becomes a reason to buy. A substitute product also lives on the first taste. If you can try the flavour without buying a big pack straight away, saying yes is much easier. That is exactly why the shop needs a starter product that sparks curiosity.
Write the answer down first, then change the shop
We started with positioning. We answered in writing why someone should switch, before changing anything in the shop. The answer is short enough for the homepage and concrete enough to speak to coffee drinkers. It is the yardstick for every further decision, from headline to product image. Every idea for the shop is measured against it.
A user test then showed where real visitors drop off. On that basis we produced a homepage redesign as a wireframe, including a concept for the product images. The images should show how the drink fits into everyday life. As a starter product we planned a tasting set. For a substitute product, that item is the most important in the shop, because it turns a big decision into a small one.
With substitutes, the first sip counts
Our conviction with alternative products: start with a clear answer to why the switch is worth it. Then design and page structure can do their full work. In this situation we consider the tasting set the most important item in the shop. It makes the first try easy and pleasant. Once people know the taste, they buy with confidence next time, and curiosity becomes a new habit.
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.