Average Conversion Rate
Orders within the first 60 days
Attributed Revenue to Emails
YEAR / 2024
Grumpy Coffee
Shopify Development
UX/UI
Email Marketing
Strategy
Conversion Rate Optimisation (CRO)
Grumpy Coffee, created by Denan Kemp and the Bloke team, was built as a remedy for bad days with a fresh, unique approach to the coffee scene. Their goal was to create an engaging online presence that captured their quirky brand identity while being optimised for high sales performance from day one.
The Challenge
Grumpy Coffee faced a critical task: launching a high-performing Shopify website to capitalise on their initial flow of online traffic, an opportunity that could not be replicated. Their website needed to reflect their distinctive vibe, highlighted by their Grumpy mascot, while delivering an exceptional user experience. Additionally, with no prior online presence, Grumpy required email automation to engage and retarget website visitors effectively.
What We Did
Baseline partnered with Grumpy Coffee to deliver:
Custom Shopify Website: A fully custom Shopify build featuring bespoke animations, scrolling effects, hover interactions, and other dynamic elements that brought the Grumpy brand to life while achieving a 90+ Google Page Speed Score.
Optimisation for Conversions:
Subscription applications to boost recurring revenue.
Cart incentives promoting free shipping thresholds.
Judge.Me integration for automated product reviews.
Enhanced Shopping Experience:
Siblings feature for easy navigation between products.
Metafield set-up to clearly outline differences between coffee beans.
Email Automation with Klaviyo:
10 automated flows, including welcome emails, abandoned cart and checkout reminders, product review requests, and win-back campaigns.
On-site pop-ups to capture leads.
Fulfilment Integration:
ShipStation integration for streamlined order processing.
Training for the Grumpy team to independently manage fulfilment.
Outcome
Baseline's work yielded exceptional results:
8.86% Conversion Rate: A remarkable achievement in e-commerce.
5,000+ Orders: Completed within the first 60 days of launch.
14.92% Attributed Revenue to Flows: With 23.6% of total revenue attributed to email marketing.
Final Word
The success of Grumpy Coffee's Shopify launch demonstrates the power of combining innovative design with strategic performance optimisation. By crafting a website that not only reflects the brand’s personality but also drives conversions, Baseline ensured Grumpy Coffee’s debut in the digital marketplace was nothing short of extraordinary.
