CASE STUDY:

SURF CITY COFFEE CO., INC.
Daniel McCourt, CEO
9111 Soquel Drive, Aptos CA 95003
www.surfcitycoffee.com

About Surf City Coffee Co.

Surf City Coffee is a hands-on micro roaster of superb quality gourmet coffees from around the world. Surf City sells their coffee and branded items through retail stores, wholesale accounts, and the online store.

Major accounts include Safeway, New Leaf Community Markets, and Deluxe Foods.

Surf City focuses on premium quality and excellent customer service.

Challenge

The online store launched in 2002. Sales growth was clearly not aligned with the growing traffic to the site. Extensive marketing efforts included: PPC, SEO, paid advertising, and email newsletters. Traffic was increasing 20-30% per month while sales remained flat.

Detailed analysis of traffic logs showed an increase in products being added to baskets, but a disparate number of orders were actually being completed.

Solution

ROI By Design was contracted to conduct a usability study including a user-test. The objectives were to determine where and why users were not completing purchases and to funnel users to the store. Primary goal was to increase conversion % (defined as the # of sessions vs. # of sales). The secondary goal was to improve the general usability and flow of the site.

ROI By Design conducted the user-test and usability analysis and delivered a comprehensive Usability Report including recommendations. Surf City then hired ROI to implement the suggested site revisions which included: graphical layout, content, minor architectural changes, shopping cart flow, messages and images.

Results

Through the Usability Study, we uncovered numerous problem areas and no less than 9 items that caused the user to abandon their shopping cart or leave the site. Within one month of implementing most of our recommendations, the site's conversion % rate over doubled!

With solid traffic generating strategies and improved conversion %, sales are now increasing steadily.

Testimonial

"Our conversion rates more than doubled immediately after implementing the suggested changes that resulted from the user-study that ROI By Design conducted. Now, I know our marketing dollars are being maximized. I just wish we had done this sooner."

-- D. McCourt, Owner / President