What We Have Done, What We Are Doing?

• We provide digital marketing services.


• We conduct search engine optimization.


• We offer email marketing services.

About Montag Coffee

In summary, Montag Coffee Roasters is one of the few pioneering brands that introduced specialty coffee to Turkey. Since April 2015, it has continued to provide services at the highest standards.

In 2022, with its four branches, it brings specialty coffee to consumers on both sides of Istanbul, both in-store and through its e-commerce site at montagcoffee.com.

What Was the Problem?

• Low new customer rate on the e-commerce site


• Low average basket value


• Low monthly revenue


• Low visit numbers

What Was the Goal?

• Increase specialty coffee sales


• Increase the average basket value


• Increase new customer acquisition


• Increase organic traffic

Montag Coffee Roasters Case Study

We identified actions to solve the issues on the Montag Coffee e-commerce site and help us achieve our goals.

• Competitor analysis


• Content analysis


• Improving information architecture


• Conducting keyword research for all digital assets


• Technical SEO review


• Redesigning the homepage layout


• Rewriting meta titles and descriptions


• Resolving UI and UX issues


• Eliminating 404 pages


• Removing 404 errors on indexed pages through 301 redirects

Content Analysis

The URLs on montagcoffee.com were irrelevant to the content. Product and category page contents were minimal and weak.

We aligned the page addresses with product names. We also rewrote the product contents after consulting with the brand. We created product descriptions that met the creative writing and SEO requirements. Search engines couldn’t identify pages with insufficient content, and visitors were abandoning purchases due to the lack of content. This led to a high bounce rate, UX issues, and negative impacts on SEO.

By bringing the product pages to the required quality both technically and content-wise, we made Montag Coffee's site Google, UX, and customer-friendly.

Most of the coffees on the site were seasonal, so we focused on category descriptions.

We also revised the existing blog content on the site. Only a few blogs were written, and their content was not indexed by Google. They also had very low word counts. We removed these from publication.

Additionally, when we examined Google Search Console data, we found that montagcoffee.com lacked content that could answer certain queries. We added a branch menu, branch details, and an about page to the site of the business that also had physical stores. This resulted in a significant increase in organic traffic through very simple actions.

Performance

As we deepened our keyword research and began the optimization process, we matched the target keywords on montagcoffee.com with Google My Business profiles.

Thanks to the technical SEO review, we learned about missed opportunities to improve our SERP results. This allowed us to gain more insightful knowledge. Besides keywords, we also listed issues with the site structure and ensured that necessary improvements were made within the capabilities of the infrastructure.

Keywords

We selected 20 keywords for our SEO campaign. These keywords included coffee varieties and brewing types. Before we started, the keywords driving traffic to the site only covered brand-related searches.

Our goal here was to increase the traffic brought to the site by general search terms like specialty coffee and filter coffee. We identified keywords and phrases with purchase intent. This list formed the foundation of our subsequent work.

Other Strategies Used to Increase Traffic

• Updating old content


• Adding ALT tags to images


• Incorporating more relevant keywords into the content


• Seasonal planning


• Emphasizing relevance

Supporting Our Goals with Email Marketing

When we examined the existing customer database, we found that many customers had only placed one order. Using this insight, we sent a “welcome back” email to customers. Along with a discount code, we increased traffic to the site. This had a positive impact on our work and raised the average basket value. We then continued with a similar average basket value.

Solving User Experience (UX) Issues

Without significantly altering the site design, we adjusted the homepage flow according to customer expectations. Measuring user experience can be challenging, but we made minor changes to the site entirely based on Hotjar data.

This resulted in much more consistent brand awareness across the site. When we added a product filtering feature, we realized that customers needed this feature because we could easily categorize the site's users into two groups:

• Those who know what they want to buy


• Those who don't know what they should buy

Users in the second group didn't know which specialty coffee was right for them. To eliminate this uncertainty, help them choose the most suitable coffee, and turn them into repeat customers, we launched this filtering system. Using Shopify's infrastructure, we added the most suitable filtering application from the Shopify app store to the site. After tailoring it to our needs, we also monitored how visitors used this filter.

We will use the data obtained in our future work.

Reconnecting with Customers through Email Marketing

There's a marketing channel that e-commerce companies often overlook: Email. Email marketing is a very simple, low-investment but high-return channel. However, for some reason, e-commerce entrepreneurs look down on this channel.

Email marketing, after all, is just a bunch of text and images, right? Wrong.

"Often Overlooked" Email Marketing

In today's world, filled with flashy social media campaigns and high-budget ads, it's easy to see why newsletters and regular email campaigns are often shelved.

A well-executed newsletter can become a powerful marketing tool. It not only provides an easy way to stay in touch with your customers but also gives you a chance to showcase your company’s personality and build a connection with your target audience.

The key here is to create interesting and relevant content for your audience.

Email Strategy

When we sat down with Montag Coffee, we learned that the company was not doing any email marketing beyond automated email sends.

The business had never received orders from its subscriber list.

As the Studio Brainy team, we guided them on how to collect better subscribers from their website and which creative designs to use in their email marketing campaigns. We also implemented the ideas ourselves.

We followed the AIDAS principle in marketing - Attention, Interest, Desire, Action, Satisfaction.

In terms of platform selection, we chose Klaviyo, which works seamlessly with our e-commerce infrastructure. With the right strategy and tools, our team got to work.

Process and Results

We started by segmenting potential and existing customers. A carrot was needed to get people to sign up for emails. Today, if you visit montagcoffee.com, you'll be greeted by an “email collection” pop-up. This is a common method to get people who have never shopped to sign up for the email list.

Later on, with incentives for first-time purchases, discounts for those who hadn't shopped in a while, etc., we ended up with about ten segmented lists. Thanks to Klaviyo, we also automated these, making our job easier and automating customer transitions between lists.

We also began sending general discount announcements via email and announcing them on the site through pop-ups.

As a result, we reached revenues that the brand team did not expect with a small investment.

Montag Coffee management evaluated our email marketing efforts as follows:

"Studio Brainy guided us on email planning and execution. They successfully helped us reconnect with existing customers and showed potential customers what we could offer. Their communication and ideas make us feel valued. We will continue to work with them to grow our business."

In Conclusion

Before writing your humble newsletter, consider how it can help your business achieve its goals. If you’re sending a general email, don’t forget to spice it up with blog posts and products.

If you’re thinking of starting an email marketing campaign for your business but aren’t sure where to begin, contact Studio Brainy today. Our team of marketing experts will help you create a content strategy that drives conversions, no matter the size of your business!

Selling with Social Media Ads

Fast growth is something every e-commerce company desires, but it’s not as simple as it seems.

We explained to Montag Coffee management that patience is needed. We showed that we would progress through different channels and eventually achieve our goals by building a solid foundation and relying on data.

Our Focus Points in Social Media Advertising

• Data-driven marketing


• Audience testing


• Finding the ultimate target audience


• Sales

Until that day, Montag Coffee had only been selling through its e-commerce site. They had not taken any action to contribute to the traffic and sales of the e-commerce site from different channels.

We started with a small budget for Meta ads. Our goal was to leverage the most ROI-effective ad targeting.

We kept our targeting narrow rather than broad. Reaching narrower audiences with a limited budget is not only easier but also has a higher likelihood of conversion. However, a narrow audience does not mean a small one.

We used the magnetic power of retargeting to bring back customers who had already shown interest in our products.

We created a sales funnel alongside our Meta ads. Those who saw the ad but didn’t click, those who clicked and visited the site but didn’t take any action, were retargeted.

We made sure the creative elements we chose matched the purpose of the ad.

By using detailed targeting, we aimed to reach new people with a cold target audience based on interests and create a similar target audience likely to be interested in Montag Coffee because they resembled our best existing customers.

Summary

We proceeded by testing various hypotheses to improve the usability of Montag Coffee’s website, solve specific issues in the interface, and make it more user-friendly while increasing the search engine visibility of the products. The increase in time spent on the site, sales, and user interaction confirmed the validity of our hypotheses.

Proper and up-to-date search engine optimization provides every business with a competitive edge, strong digital assets, and profits.

Whether you are a nationally recognized brand or a new startup, a professionally built website with robust content and a solid SEO strategy will take your business to the next level.