What can I improve in my coffee store for more sales?

Store Feedback

Topic summary

A coffee store owner who launched in November 2022 seeks advice on improving sales despite professional setup, multi-channel advertising (Google, Facebook, Instagram, Amazon), and positive customer reviews. The owner emphasizes their passion for specialty coffee and its social impact but struggles with conversion despite significant marketing investment.

Key recommendations provided:

Design & UX improvements:

  • Upgrade from Refresh theme to a premium theme with better header/mega menu functionality and subtle animations
  • Enhance mobile page speed (currently scoring only 35/100 on Google PageSpeed Insights)
  • Optimize images using compression tools
  • Make call-to-action buttons more prominent with contrasting colors or animations

Conversion optimization:

  • Display free shipping threshold ($50+) prominently in cart and throughout site
  • Add customer testimonials/social proof sections on homepage
  • Implement email collection with first-purchase discount codes
  • Pause underperforming ads until implementing changes; focus on organic traffic and SEO/blog content

Marketing strategy:

  • Define ideal customer profile more precisely (age, motivations, search behavior)
  • Develop comprehensive marketing plan targeting specific demographics
  • Build email marketing strategy for higher ROI than paid ads

One commenter raised a question about preventing repeat use of first-order discounts without additional apps. The discussion remains open with the store owner expressing appreciation for the detailed feedback.

Summarized with AI on October 26. AI used: claude-sonnet-4-5-20250929.
1

Hello everyone,

I started my store back in November 2022. I tried to build everything as professional and customer friendly as possible. I have all social media channels and work side by side with an agency to help me with ads. I’ve been doing everything possible for traffic and sales. I’ve tried Google ads, Facebook ads, Instagram ads, Amazon, etc. I triend to make it personal about my passion for coffee and how it really makes a difference in taste when purchasing specialty coffee along with the social impact this type of coffee makes in the coffee industry. I see that everyone has nice things to say about my coffee, I have few but great reviews, but not a lot of sales. I know there are lots of stores entrepreneurs, small business owners that are struggling and having the same issues. I would love and really appreciate any kind of suggestions. I love my work amd I think everyone deserves good coffee in their lifes!

1 Like
2

Hi @Pearl1243 ,

I’m Kate from PageFly team. Your story is inspiring. Congratulations on coming back to the market.
I want to give some feedback for your store to do you a favor. Can you share your store URL to review it?

3

Thank you for your interest. My web page is

Www.coffeedelcampo.com

2 Likes
4

Hello @Pearl1243 ,

I have gone through your store and I can see the effort behind your work. The design looks lovely with colors and the visual content. My suggestions to improve conversion rate:

1) Header & Banner:
Header and banner are most crucial part of a the store design because that’s the first thing a visitor sees. E-commerce websites bounce rate differs in average from 20% to 45%. Meaning, many users give the judge about an online store in the first few seconds and bounce off.

  • Customers usually expect mega menu to expand when they hover over, instead of clicking like in Refresh theme. Also you can serve sub menu links with visuals horizontally. Currently It doesn’t look impressive:

    ErayBarslan_0-1684323927937.png
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    ErayBarslan_1-1684324140788.png
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  • Also you can serve banner with subtle animations for a better first impression. Since you are already investing in your store, I will straight up suggest you to use a premium Shopify theme. Refresh is a good theme but it has limited features. Like header and banner I’ve mentioned. If you take this approach, please make sure to check the page speed of the theme you’ve chosen. Because some themes result in low performance and it’s an important part for both SEO and CRO.

2) Make Discount Offers Visible:
You offer free shipping on orders above $50 however that should also be notified on the cart so that all the customers know about the deal and make sure they reach $50 to get free shipping. You can use a discount progress bar like:

ErayBarslan_2-1684324995219.png
ErayBarslan_2-1684324995219.png1891×1068 203 KB

3) Review & Testimonial Sections:

These sections play crucial part in online stores, especially for consumables like coffee. I would suggest you to activate either Shopify review app or pick from the app store. Since you have mentioned that some people already tried your coffee and has positive reviews; you may ask a written review from them and include in your home page like:

ErayBarslan_4-1684325438880.png
ErayBarslan_4-1684325438880.png900×344 110 KB

4) Email marketing:

  • I’d suggest you to collect customer emails and implement email marketing strategy. Return rate of email marketing is much higher than ads. It’ll help a lot to collect emails and build a customer base.

  • You can provide discount codes for first customers and place the section above the footer like:

    ErayBarslan_0-1684325530695.png
    ErayBarslan_0-1684325530695.png1075×655 57.6 KB

If you’re currently running ads and they’re not covering the profits, I would suggest you to halt them until you apply the new changes. In the meantime you can analyze the organic traffic and target new keywords with blogs and descriptions.

I hope these help and good luck! Feel free to reach out if you need any further assistance.

Best regards,
Eray Barslan | Shopify Developer & Designer

5

Thank you so much for the great suggestions and for your time!! I’ll try to apply them to my store!!

1 Like
6

Hi there, @Pearl1243 .

Firstly let me say what a gorgeous store you have - your passion is very evident. I love your color scheme, and I am very intrigued by your “red wine” coffee - I can’t imagine how this tastes! It is also very cool to see how many women you are supporting with your work, absolutely awesome! This is exactly my kind of store!

You mentioned that you are running ads, and have made sales but not many - can you be more specific on this for me please? What is your conversion rate for the past 30 days and the past 90 days? You can read how to access this information from your store’s admin right here. Obviously, the higher this number is then the better but the magic number we are aiming for is 2% - this is considered a store that is performing well, and whose marketing is performing well.

Marketing and more specifically your marketing plan is the key to success here - Basically, who are targeting with your ads, and how. I have a guide here that will help you create a marketing plan that works. A piece of advice I’d also give you is to figure out EXACTLY who it is that you think your ideal target customer is; who are they? What age are they? Why would these products appeal to them & how are they currently going looking for these products? This podcast, ‘Using Customer Profiles as a Filter for Making Better Business Decisions — Podcasts’ gives you a brilliant example of how to approach this.

I trust this answer helps, and I’m looking forward to hearing from you soon!

7

Hi @Pearl1243 ,

It’s Kate from PageFly again. Congratulations! Your store is so pretty.

There are not too many things to improve your design. I would love to provide my recommendations for your store. They are just some small things for a better chance of gaining sales. May it help!

1. Testimonials or Social Proof

Adding customer testimonials or social proof on the homepage can help build trust and credibility. Consider incorporating a section or a carousel with positive reviews from satisfied customers. Real testimonials can have a significant impact on visitors’ purchasing decisions.

2. Call-to-Action Optimization

While the homepage contains several call-to-action buttons, such as “Shop Now” and “Discover Our Coffee,” their visibility could be enhanced. Consider using more contrasting colors or adding animation effects to make the CTAs more eye-catching. Additionally, ensuring consistency in the placement and design of these buttons across different sections can help improve user experience and encourage conversion.

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3. Clear Messaging and Product Highlights

The homepage effectively communicates the key message and value proposition of the brand. The headline prominently displays the brand name and tagline, helping visitors understand what the company offers. The featured products section provides a quick glimpse of the available coffee options, enticing visitors to explore further.

4. Improve your Page Speed, especially on Mobile Devices

Last but not least, I just tested it on the tool called Google PageSpeed Insight.
Your page works quite well on the desktop, but not on mobile. The tool gives 35 points for your homepage on mobile devices:

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You should optimize your images and delay the loading of off-screen images. If you want to optimize your images, you can use some the image optimization tools like ImageOptim, Shopify Online Image Resizer, tinypng.com, or imagecompressor.com.

Let me know if you have any questions. Hope my solutions can help you improve your CRO.
Good luck and have a nice day! Cheers!

1 Like
8

After the customer has received the 10% off for their first order, how do you (without paying for another app) keep them from doing it again?