The perfect blend for a 40% increase in revenue
Origin Coffee are a leading UK provider of speciality coffee, partnering with ethical distributors and producers from around the world. Due to the competitive nature of the speciality coffee market, we knew we needed to work our Evergreen magic in order to provide Origin with a clear roadmap for increasing their online authority and reaching new customers.
Despite having a fantastic product offering, Origin Coffee were struggling to attract and guide new customers to their website. They had all the ingredients of a successful brand, with six coffee shops already in place, a world class coffee programme and an ever-evolving product range.
Our Evergreen mission was to unlock Origin’s online potential using a two-pronged approach of SEO and Paid Media. We needed to communicate their quality and expertise in a way that would encourage new customers into Origin’s marketing funnel, securing a long-term growth trajectory.
When it came to SEO, we knew without a doubt that the key to success lay within Origin’s website content. A full analysis of their website highlighted three core tasks that would not only provide helpful, relevant content to prospective customers, but also improve the overall UX of their website:
- Improve the topical relevance of existing content to reduce bounce rates and increase click-through rates.
- Create brand new content that provides expertise and advice for commonly searched, informational queries.
- Provide detailed FAQs accompanied by relevant products to improve the user journey.
We immediately got to work on all three areas, conducting detailed research into the industry and competitors to ensure the utmost relevance.
For Paid Media, we immediately began fixing all conversion tracking issues, to resolve conflicting data and provide a clear picture of what was working and what wasn’t. We identified our plan of action, the focus being: coffee subscribers. With subscribers having such a high lifetime value, and previous campaigns being heavily reliant on branded search, we knew this was the perfect opportunity to really ramp things up!
Using a combination of standard shopping and search campaigns, as well as highly-specific, dynamic retargeting ads, we began to target all levels of the marketing funnel, attracting brand new subscribers right to the door of Origin.
Within the first 6 months of working with Origin, we were able to increase their overall traffic by 60% year on year (YOY), creating an increase in revenue of 40% and an increase in coffee subscriptions by 245% YOY. How fantastic is that?!
“Evergreen has been instrumental in forming our business growth strategy for 2023-2024, identifying and analysing areas in which our business has scope to grow and expand. Their charismatic and friendly manner has been commented on by our entire team. They often go above and beyond to help support and teach our team with their analytical and logical mindset. We look forward to every meeting with them.”
Scarlett Greenall, Digital & Performance Marketing Manager
Through our focus on content, we have been able to rank Origin in the top 3 positions for some fantastic commercial terms such as ‘coffee subscription’, ‘online coffee subscription’ and ‘coffee subscription box’.
Digital marketing, specifically SEO, doesn’t have to take an age, and our partnership with Origin is a fantastic example of this!
Fancy learning more about how we could take your retail and ecommerce brand to the next level? Get in touch today.