01 Phase (month 1)
Benchmarking of key metrics, such as CPC and CPA across different communication channels, to chart our long-term communication strategy across multiple consumer touchpoints. Optimization of the conversion funnel and overall e-shop experience based on web analytics.
02 Phase (months 2-4)
Rapid and aggressive new user acquisition within a very short period of time. With benchmarking and efficiencies sorted, we aimed to rapidly recruit new customers to our eShop offering.
03 Phase (months 4-6)
Shifting our focus on customer lifetime value, to unlock scalability. Coffee is by definition a repeat purchase product, so we switched from recruitment to growth of our newly acquired customer base, decreased advertising spending to 25-30% and micromanaged users based on 4 audience segments (Loyal – Trial – Leads – Churned).