Intro In this case study, I will be giving an overview of the independent coffee company Cali Roast’s conversion goals (the name “Cali Roast” is a substitute name I created for an actual client I perform light social media services for). Business Goal As a consumer goods business, the goal of Cali Roast is to sell its various coffee blends to loyal customers and new clientele. “Conversion” Defined Google defines “conversion” as “the completion of an activity that is important to the success of your business, such as a completed signup for your email newsletter (a goal conversion) or a purchase (a transaction, sometimes called an ecommerce conversion).” A conversion can be further categorized as “macro conversions” or “micro conversions.” A macro conversion usually pertains to an item or service that is bought, while a micro conversion can refer to a step that may come before a purchase, such as a social media “like” or signing up to receive a business’s e-newsletter. In the case of Cali Roast, the company’s sale of coffee products (beans, blends, merchandise, monthly/weekly coffee subscriptions, etc.) is its macro conversion. Its micro conversions include actions that may lead a consumer towards eventually making a purchase, such as sharing Cali Roast’s social media posts, placing products in an online cart, and following Cali Roast online. As is the case with most consumer goods companies, Cali Roast’s ROI (return on investment) can be measured by the amount of coffee products the business sells. SEO and user experience expert and Omni Marketing Interactive founder Shari Thurow outlines one example of the Marketing Funnel that applies to Cali Roast’s conversion steps from start to finish: Visit to ecommerce website → Product view → Beginning of checkout process → Purchase The macro conversion (sales of coffee products) are measured by the business’s chief operating officer(s) or financial personnel, whereas the more elusive micro conversions (page views, repeat visitations, social media activity, “likes,” comments, etc.) are measured by Cali Roast’s website/social media page administrators. Because web/social media analytics explain numerical data (all but the “why” behind a customer’s actions), all the above data is quantitative data. Qualitative data, such as why there are spikes in purchases during some months versus others, can be conjectured qualitatively. (Some) Data Below is a snapshot of Cali Roast’s Facebook user activity between November 1 and December 8. There are significantly higher periods of activity and page views on Cali Roast’s Facebook page in November than in December so far. This may have to do with the fact that there were more promotional sales publicized in November (a.k.a. Black Friday sales) than there will be in December. Therefore, Cali Roast should resolve to plan ahead and publicize its offerings more in the New Year. Target Audience Cali Roast, for the most part, targets consumers who are business owners or operators in the food services industry. Cali Roast does not have a cafe; it is solely a roaster and coffee manufacturer that sells its coffee to restaurants and grocery stores. To navigate to the conversion part of Cali Roast’s website, visitors will first go to the business’s home page. There, Cali Roast’s many different types of coffee are listed, along with photos of each product. Visitors can click on whatever type of coffee they want, be it South American blends, French roast, Californian coffee, and more. Customers have the option of choosing the type, amount, and quantity of coffee beans they want, and if they want it to be a one-time purchase or part of a weekly or monthly subscription. Once their items are added to their cart, they can check out and complete their purchase. Areas of Improvement Cali Roast uses excellent, high-quality images for its social media posts, as well as copy that clearly shows the voice of the brand. Here are a few of its Instagram posts: However, the company could incorporate more calls-to-action into its posts by beckoning audience members to visit Cali Roast’s website. Overall, Cali Roast focuses more of its energy on the behind-the-scenes aspects of running a business than on its digital marketing plan. By setting aside time each month to engage more with customers, Cali Roast will grow its loyal following. Additionally, Cali Roast could take advantage of more audience engagement activities, such as photo/hashtag contests, and other promotions. The more Cali Roast rewards its loyal customer base, the higher ROI the company will experience.
Conclusion As is the case with most online businesses, the trick to a successful sale has to go beyond simply catching an Internet user’s attention, but holding it for long enough for them to make a sale. More than “likes” and follows, a consumer goods business’s benchmark for success is making a sale. However, getting a prospective customer from Point A all the way to Point E in the marketing funnel requires strategic planning. Firstly, customers must be aware of the business. Then ask yourself, “Why should X customer buy this product? Is it a good deal? Is it of high value?” Make your reasons evident to the consumer through your messaging. The business’s website must also be well-designed and easy to navigate. Call-to-action buttons must always stand out and be simple to find. As long as the checkout process is also simple, you have a higher chance of gaining repeat customers.
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