A Content Relaunch Experience
about the client
Café Grumpy is a New York Coffee Shop
Hit hard by the pandemic, Café Grumpy is moving towards selling online as a greater part of its business goals.
Prior efforts on the Café Grumpy shop was ad hoc and by various employees using available content.
Café Grumpy relaunched their products in the fall of 2022, with new products.
The basic content was inaccurate, had outdated images of the old packaging, and didn’t clearly transmit the idea of what the product is, or why customers should buy it.
Coffee is a crowded marketplace on Amazon, and it can be hard to differentiate one type of coffee from the next. Additionally, any advertising undertaken on the account consistently cost more than it returned.
Our task was to adjust the content on the page to reflect the benefits of the coffee, and get the conversion rate high enough to justify advertising investment.
Expertise in Growth on amazon
Since our launch of the initial whole beans bags, we have supported with strategic consulting.
We completed the research for the launch of the rest of the catalog, coordinating with the brand’s priorities on and off of Amazon.
Additionally, we have developed quarterly milestones to help implement Café Grumpy’s goals for their content on Amazon, to continue to accelerate their growth throughout 2023 and beyond.
Café Grumpy had limited selection of just whole beans due to 100% reliance on FBA. However, the primary benefit of having an actual coffee shop selling coffee is they could grind upon request! We added ground selection for customers and restarted cold brew.
We immediately researched the customer avatars and SEO keywords to create the content for the listing. We updated the listing title, bullets, description, image carousel, brand story, and A+ and tested over a period of a few months to ensure quality results.
We created a design for the Storefront and worked with the client and our designer to make sure the design, captions, and visuals were on brand. We provided the client with requested video and photographic content based on customer feedback.
Once we completed our portion of the launch, we recommended additional suppliers to Café Grumpy to expand their business on and off of Amazon.
Research Driven Content Development
Content Created for Café Grumpy
Primary Selling Point
Sourced directly, not through distributors
“What’s in the Box?”
Description of what the customer receives
Secondary Selling Point
Well-caffeinated on the go option
“Where Is It Made?”
Description of sourcing
Third Selling Point
Packaging is environmentally friendly
Points of Validation
Brooklyn Roasted, Woman-owned
Evaluation of Performance
Product Re-Launch Performance
Content improvements increased conversion from a highly variable conversion rate to a more predictable number, ready for advertising growth
Highly Variable Conversion in November
Account performance before the optimization was complete
Consistently Higher Conversion in 2023
With pages that better explain the value offered
New Variety Success Based on content
This listing was not a top seller but now can be for Café Grumpy
Strategic Growth in 2023
Expansion to Fresh Ground and Cold Brew