A Caffeinated Conversion Rate

Good strategy starts with gathering good data.

Caruso’s Coffee

Caruso’s Coffee formed in 2003 by Mike Caruso and his three sons, Dominic, Michael and Paul. The company represents Mike’s second adventure in the coffee industry: he has been roasting and blending specialty coffees in Northeast Ohio since 1982 and is highly regarded as an expert in the field.

The Results

27% Increased Monthly Online Sales

135% Increased Conversion Rate

29% Increased Monthly Unique Purchases

The Problem

As a family-owned company focused on B2B and wholesale coffee for more than 30 years, Caruso’s Coffee came to 42connect to expand their reach with online coffee shoppers. The challenge was entering a new market with little brand recognition and trying to attract first-time buyers in a very competitive space.

Case study screen shots

The Solution

From B2B to B2C

Because Caruso’s Coffee had never sold direct to consumers, there was no historical data to understand customers' online behavior. To find out the profitability of each avenue 42connect built and tested campaigns to test paid search, Product Listing Ads, Facebook advertising, email (lead nurturing), online promotions and more.

While we were testing advertising, we had an additional goal of increasing the online conversion rate from 1.9% to 2.5%. By the end of our initial testing period we were able to determine the most profitable methods of advertising and far exceeded our conversion rate goal of 2.5%, coming in at over 5%.

Action Plan

  • Creation and management of email nurturing campaigns (from no program to 21% of total revenue)
  • Restructure and optimization of paid search and paid social accounts
  • Creation and management of online promotional calendar
  • Creation of Google and Bing Merchant Account and Product Listing Ads

"The team at 42connect developed our e-commerce website and created a marketing strategy. They handled everything, and we now have a new revenue stream for our business. 42connect is a true partner."

Michael Caruso

Michael Caruso, President Caruso’s Coffee Roasters