Website optimization

Why the cost of shipping could kill your online coffee business.

November 25, 2013 by Leave a comment

Shipping costs for online coffee vendorsIt would be nice to think that the future of your coffee business will turn on the quality of your coffees and your service.

If you have a coffee shop, that may well be the case.

But if you sell coffee online, there is another factor that has the potential to sink your dreams.

Shipping rates.

Put simply, if you sell a pound of coffee for $9 and the shipping cost you pass on to your customers in $9, you just doubled the price of your product. And nobody wants to pay double for their coffee when they can just run down to the corner store and pick a bag off the shelf.

True, the coffee they buy may not be as good as yours. But even so.

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Every action required on your coffee business website reduces conversion rates.

November 13, 2013 by Leave a comment

Abandoned ecommerce shopping cartOne of the mistakes many people in ecommerce make is to fail to pay attention to the number of clicks and pages between their homepage and that final purchase confirmation page.

It doesn’t matter whether you are selling coffee beans, coffee grinders, coffee makers or, for that matter, books or sneakers.

Every step between arriving at your site and completing a purchase reduces conversion rates.

Let’s look at those steps, and how we can reduce their number…

The process a visitor goes through when wanting to buy something on your site is divided into two phases.

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Finding the right words for your coffee ecommerce site.

October 15, 2013 by Leave a comment

coffee website copywritingWho writes websites?

Who are these people who sit down and write homepages, category pages, sales pages, blog posts and all the other written content on a typical coffee site?

In the case of small companies it might be the founder of the company who does most of the writing. Or one of his or her employees.

If nobody feels particularly comfortable doing all that writing, maybe a freelancer is brought in to do the heavy lifting. With larger companies, there may be a writer or two employed in-house. Or they may get their ad agency to handle it all.

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5 Questions I wish coffee marketers would ask me.

August 8, 2013 by Leave a comment

old coffee shopSometimes I daydream.

Inspired by the print you see here, portraying a coffee shop back in 1674, I began daydreaming about sitting at a table and answering questions from some managers and founders of online coffee stores.

I know, a slightly weird daydream. But I think it speaks to my passion for sharing what I know about business online with the online coffee marketing community.

Here are the questions, and my answers.

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5 Signs that your coffee marketing is a little too decaf.

June 25, 2013 by Leave a comment

one coffee bean in cupMarketing is like serving up a never-ending feast. And you’re the chef.

What you serve had better be tasty, nutritious and fresh. And guess what…you can’t just serve up just one meal and then go home. This is a never ending feast. Your customers want tasty, nutritious and fresh food every day!

What’s true for food is also true for marketing.

Serving up bland, uninformative and stale marketing and content won’t win you any prizes or customers. Do that and you’re on the road to decaf marketing.

And if you’re not sure whether your marketing is decaf or not, here are 5 signs to watch out for.

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3 Ways to increase subscriptions to your home-delivery coffee club.

June 18, 2013 by Leave a comment

optimize coffee subscriptionsPlenty of online coffee retailers have discovered the benefits of getting visitors to sign up for home delivery coffee clubs.

With each home delivery subscription you have snagged a long-term customer, and these subscriptions can really help even out the cash flow.

In fact, for some coffee companies, this subscription model lies at the heart of their business. This is what they do.

Whether you offer coffee subscriptions as your core offering, or whether it’s just an add-on to your traditional online retail site, you have probably noticed that selling subscriptions isn’t particularly easy.

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Here’s what’s wrong with the homepage of your coffee business website.

June 14, 2013 by Leave a comment

coffee business website with no imagesWhether you are selling coffee beans or coffee brewers, the words on your homepage need to answer a simple question that is floating around in each visitor’s head.

Here it is:

“Why should I buy from you?”

It’s a great question, but as I browse from coffee site to coffee site, very few homepages answer it.

Yes, there are plenty of images. Great shots of coffee beans, coffee roasting machines, coffee brewers, coffee grinders, and happy people drinking coffee.

But none of these images answer the question, “Why?” Most of the images are simply decorative.

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