About the project
Coffee Circle sells single-origin beans, grinders and brewing gear, and pays a fixed premium per kilo back into the growing regions. The old shop treated all of that as one long product list: 90 SKUs, no guidance, and a subscription buried three clicks deep. First-time buyers bounced on the category page because nothing told them which roast to start with. We rebuilt the store around three entry points — brew method, roast profile and a two-question starter quiz — and moved the subscription into the product page as a price toggle rather than a separate journey. The editorial section on origins and roasting stayed, but now every article ends in the matching bean.
Gallery
What we did
Design
A warm, editorial layout: full-bleed origin photography, generous type, and a product card that shows roast level, brew method and tasting notes before the price. The subscription toggle sits directly under the buy button with the saving shown in euros, not percent.
Development
Headless storefront on Next.js against the existing shop backend, with the starter quiz as a small stateless service so it can be reused in campaigns. Product and category pages are statically generated and revalidated on stock changes, so the shop stays fast during roast-day traffic spikes.
Advertising
Search and Shopping campaigns restructured by brew method instead of by product name, because that is how people search. Retargeting now excludes active subscribers, which alone cut wasted spend by a fifth.
Accompaniment
Monthly scope: new origin launches, seasonal landing pages, and a quarterly check on Core Web Vitals and checkout drop-off.
Results in numbers
+34%
conversion rate in the shop
+2.1x
subscriptions started per month
-19%
wasted ad spend
1.4 s
largest contentful paint on mobile
What they say about us
They did not start with a design, they started with our category page analytics. The starter quiz sounded like a gimmick to us and it turned out to be the single best-converting element on the site. Delivery was on time and the handover documentation is genuinely usable.
Services used
- Brand BookRules that keep your brand recognisable in every hand it passes through.
- Website developmentFast, secure websites your team can update without a developer.
- SEOOrganic traffic that keeps growing after the ad budget stops.
- Advertising supportYour campaigns watched, adjusted and reported every single week.
Your contact person
Miriam Kraus
I read every request personally and get back to you within one business day.