42connect Case Study | Caruso’s Coffee

A Caffeinated Conversion Rate

THE RESULTS

27
%
Monthly Increase
ONLINE SALES
135
%
Increase
CONVERSION RATE
29
%
Monthly Increase
UNIQUE PURCHASES
 
TACTICS WE IMPLEMENTED
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

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

Client: Caruso's Coffee
Website: http://www.carusoscoffee.com
Service: PPC, Facebook Advertising, Email Marketing, e-Commerce Development

B2B -> B2C, at the speed of the Internet

As a family own company focused on B2B and wholesale coffee for over 30 years, Caruso’s Coffee came to 42connect wanting to expand their reach to capture the demand of 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.

"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 PRESIDENT, CARUSO'S COFFEE ROASTERS

Good strategy starts with gathering good data

Due to the fact that Caruso’s Coffee had never sold direct to consumers, there was no historical data to understand customers' online behavior. In order 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. At the same time that we were testing advertising through each of the different platforms, 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 able to determine the most profitable methods of advertising and far exceeded our conversion rate goal of 2.5%, coming in at over 5% consistently.

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