Case Study Alba Café: CRO and SEO by LobsTTer Agency

1. Presentation of the Alba Café Project

Alba Café, a food brand specializing in high-end coffee and coffee machines, called on the LobsTTer agency to improve its conversion rate optimization (CRO) and natural referencing (SEO). Alba Café has exclusive products, particularly ESE pods in France, and also offers a range of classic coffee machines.

2. Objectives of LobsTTer Agency's Intervention

• Increase organic traffic and SEO visibility.
• Significantly improve the conversion rate.
• Implement an effective loyalty program.
• Highlight product exclusives.

3. Methodology: Actions Implemented by LobsTTer

3.1. Complete Redesign of the Shopify Site

• Clarification and simplification of the main menu.
• Main focus on strategic products: ESE pods and compatible machines.
• Integration of an improved customer area for subscriptions and loyalty points.
• Highlighting clear sales arguments directly on the homepage.

3.2. Advanced SEO Optimization

• Rigorous content structuring with optimized H1, H2, and H3 tags.
• Systematic addition of relevant keywords like "ESE pods" on all relevant product pages.
• Creation of dedicated pages for each roaster, thereby optimizing internal linking and internal backlinks.
• Addition of an SEO-optimized FAQ on collection pages with questions and answers based on in-depth analysis via SEMrush.

3.3. User Experience and CRO Optimization

• Integration of an intuitive interface with easy access to loyalty points and subscriptions.
• Implementation of a live chat to offer personalized support.
• Clear display of customer reviews using the Judge.me application.
• Inclusion of split payment in partnership with Scalapay.
• Cross-promotion between machines and coffees to encourage complementary purchases.

3.4. Loyalty Program Development

• Implementation of the program via Loyoly to generate customer loyalty.
• Incentivization to join the program through regular communications.
• Engagement of an active community around the brand.

4. Results Obtained After One Year

4.1. Significant Increase in Traffic

• 140% increase in the number of visitors over a comparable period.
• 3750 visits recorded over 90 days, a direct result of SEO optimizations.

4.2. Exceptional SEO Performance

• Achieved remarkable positions on the first page of Google:
• Example: Keyword "High-end Italian espresso machine" positioned between ranks 1 and 2.
• Average click-through rate (CTR) on certain keywords greater than 9% with 829 clicks over 90 days.

4.3. Conversion Rate Optimization

• Significant improvement in conversion thanks to better UX/UI and deployed CRO actions.
• Highlighting loyalty points, reviews, and split payment having a significant impact on the purchase decision.

4.4. Growth of Social Communities and Customer Loyalty

• Development of the social community to over 1000 active followers.
• Increased customer engagement thanks to the loyalty program and direct interaction via chat and social networks.

5. Shopify Apps Used

• Loyoly: Efficient management of the loyalty program and marketing campaigns.
• Judge.me: Optimized display and management of customer reviews.
• Scalapay: Split payment in 3 interest-free installments to facilitate purchases.
• SEMrush: Advanced keyword analysis and SEO strategies for optimized FAQ.

6. Conclusion and Future Prospects

LobsTTer's support enabled Alba Café to achieve impressive results in terms of traffic, SEO visibility, and conversion. By combining a complete redesign, a precise SEO strategy, and well-executed CRO, Alba Café significantly increased its profitability in just one year. Building on these results, the brand is now considering new optimizations and expanding its offering with the opening of physical tasting shops...