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Case Study - Discount Coffee

Discount Coffee is the UK's number one online wholesale coffee supplier of coffee beans, coffee syrups and coffee-related products. Over several years, the company had developed organically through various iterations of website and various iterations of search engine marketing.

Following a period of rapid expansion and the development of major new warehousing facilities, the company came to a point where sales had stabilized but various weaknesses with their old Actinic website were limiting business growth – particularly with Business To Business (B2B) customers. The company was concerned about upgrading their site because the old site already had large numbers of highly placed pages across the major search engines. This organic SEO footprint had to be maintained because it was a major driver of new business.

Discount Coffee carefully researched the supplier marketplace and eventually selected INDEZ to undertake a major revamp of the web site. INDEZ were chosen because of their expertise in migrating large webshops as well as offering a full service of hosting, design, development, integration and Search Engine Marketing (SEM).

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Calls to Action

The new DiscountCoffee.co.uk website pays particular attention to Calls To Action and how these impact page conversion of goals. All goals are directed towards sales and calls to action are defined in terms of sales. Different calls to action are given different weights / priorities so that important calls to action tend to be closer to the top left than the bottom right of a page or region of content. The size and prominence of the call to action again reflects its importance relative to sales conversion.

Within a typical webshop product page, calls to action include:

• Buy Now
• Tell A Friend
• Write a Review (which helps SEO, community engagement and amplifies trust)
• Rate the product
• Newsletter sign up
• Contact us

The page also contains information qualifiers which are designed to generate commitment to buy whilst dismissing any reasons for not buying from the site. Example qualifiers include: points such as having a discounted price, it's in stock, offering a multi-buy discount, security reassurance with online payment as well as offering numerous methods for purchase including GoogleCheckout and WorldPay in addition to multi-currency (Pounds, Dollars, Euros) purchase via feeds taken directly from the European Central Bank.