The Q4 2024 benchmarking report for Coffee suppliers has just been published. Learn how the top 9 coffee suppliers perform across the digital space.
The latest Q4 2024 benchmarking report for coffee suppliers has just been published. It covers the largest 9 coffee suppliers, including Pact Coffee, Union Hand-Roasted Coffee, Origin Coffee, Ozone Coffee, Rave Coffee, Coffee Factory, Square Mile Coffee Roasters, North Star Coffee Roasters, and Workshop Coffee.
The research gives an inside track on who is winning the biggest share of voice online, and quantifies the gaps, risks, and missed opportunities for other coffee suppliers to win brand exposure, drive traffic online, and even increase in-store footfall, where relevant. The report highlights quick wins that will improve enquiries from your online strategy and identifies the barriers that may be reducing your site’s ability to optimise digital performance.
To see a preview and contents page of the Q4 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.
For a glance into just 6 of the metrics, we evaluated these top 9 UK coffee suppliers, check out our quick-look table below:
Continue reading for further detail on this quarter's best and poorest-performing UK live-in care providers or request a copy of the report for the full review.
The 70 pages of research benchmarks each site based on 50+ metrics and indicators of successful digital strategy, including organic visibility, domain authority, paid media ads, conversion performance, technical performance, site speed, universal search, content, social ads, accessibility, and mobile performance.
Some of the leading players in the space are high spenders on paid media channels such as Google, Bing & Facebook - but have a poor or sub-optimal conversion improvement strategy. Without an optimised, sophisticated conversion strategy that maximises the conversion rate, the return on investment is unsustainable or will underperform. Scaling spend on paid media is not achievable unless the conversion rate delivers optimal performance in the sector. Some in the space have paid media spend levels from 30k+ per month but dedicate minimal resources and budgets to conversion testing. Given the cost per clicks on ad networks will continue to rise, we recommend spending at least 10% of your paid media budget on ongoing conversion optimisation testing schedules to ensure your paid media ROI maintains long-term viability, competitive advantage, and sustainability.
Savvy digital marketers know that having a technically sound website is an essential component of a successful fully integrated digital strategy - plus a site capable of maximising conversion performance. For coffee suppliers, they'll particularly want to take care over key pages such as offers, new product launches, stock updates, and ensure that prospective customers can easily find key information.
Union Hand-Roasted Coffee reported 691 4xx errors, and all companies should aim for zero 4xx errors. When error codes are left unmonitored and unresolved, there’s a risk that customers will become frustrated and walk away, as this can negatively hurt a user’s experience.
When 62% of consumers are less likely to convert if they have a negative mobile site experience, ensuring that your site is quick and easy to load makes a significant improvement on your overall conversion rates. For coffee suppliers, they'll want to ensure they have a fast-performing site that gives off an exceptional first impression to potential customers looking to buy these large-ticket items.
In our previous report, Rave Coffee flagged the lowest mobile site speed (4), which it’s reduced to 3 this quarter — the lowest of all coffee suppliers. Upon closer inspection, Rave Coffee should include lazy loading and ensure that all images are compressed and optimised to help with download speeds.
Domain authority is an essential metric for measuring the effectiveness of SEO performance, and helps create a reliable overall gauge of how effective your site is at achieving organic traffic, i.e. ‘free’ traffic that is not gained through sponsored ads. For brands operating in the food and drink industry, they should be working with digital PR specialists to identify opportunities and ideas for out-of-the-box, surprising PR campaigns.
A ‘good’ DA really comes down to how your competitors are performing, however it is generally considered average between 40 and 50, good between 50 and 60, and excellent above 60. The DA for this quarter ranged between 62 and 20, with Coffee Factory reporting the lowest DA score. All brands can make improvements to their DA score by following a backlink strategy (primarily, focusing on uploading high-quality shareable content that other websites with a similar target audience will want to link to).
A strong organic performance is strategically important as it ensures your site ranks above competitors for key, transactional keywords. When 93% of your customers won’t go past the first page of Google, your absence or lack of targeting for essential keywords will cost you conversions. The cost of living crisis and a drop in consumer confidence is having a wide impact across all non-essential sectors, as customers are cutting back on treats and expendable items. In the case of the food and drink industry, this could mean that customers are sticking to supermarket brands rather than ones with a costlier price tag.
Two coffee suppliers flagged a decline in organic traffic on mobile and desktop (Coffee Factory and Workshop Coffee). Both of these brands reported a bigger loss on mobile, and ensuring they’re using a mobile-friendly website theme will help to make their websites more user-friendly.
Google Universal Search Results is an evolving opportunity to make your pages visible on a SERP (Search Engine Results Page). Universal results often appear before traditional listings and are eye-catching for users. Universal search results refer to rankings on a SERP that are not the traditional ‘blue line’ Google link, and a coffee supplier can appear for universal search results without being strong in standard rankings. ‘Reviews’ could be a key Universal Search result for coffee suppliers to optimise for, as a way for potential customers to hear about past customers’ experience.
Origin Coffee continues to report the most Universal Search appearances (2,214) — a decrease from 3,200 in our previous audit. The majority of these came from ‘reviews’ and ‘images’, and other coffee suppliers should ask past customers to leave an online review and ensure that all images are optimised.
Longtail keywords are often considered high intent and potentially more likely to convert as a searcher is being more specific. Optimising for longtail keywords also puts your content strategy in a strong position to rank for brand new search terms as they enter Google’s index. For coffee suppliers, longtail keywords could include terms relating to the body and taste of the coffee, such as ‘pre-ground for espresso’ or ‘compostable decaffeinated capsules’.
Origin Coffee saw the most longtail keyword appearances for position 3 (265), while Rave Coffee reported the most appearances for positions 4–10 (452). Securing appearances for positions 4–10 is an effective way for brands to increase their position in search engines.
With the number of Facebook users in the United Kingdom (UK) hitting over 44 million users in 2023, it is not surprising that companies have jumped at the opportunity to advertise on the social media platform. Facebook’s UK digital advertising revenue has been estimated to have breached 2.6b GB pounds in 2019. For coffee suppliers, they'll want to use Facebook ads to show followers their personality and branding as well as showcase new product launches and provide updates.
We’ve included an example of Union Hand-Roasted Coffee’s sponsored posts. This coffee supplier should aim to limit chunks of text to make content more scannable for social media users as they’re scrolling through their feed.
When it comes to social media and on-site content strategies, it is important to release content that has a longer shelf life. An article is considered 'Evergreen' if it has maintained its relevancy to an audience for longer. It's great for your brand engagement, but great for Google too, who will recognise content which achieves traffic over a long period of time. Coffee suppliers should focus more on their social media engagement rate than the number of social media followers they have because engagement allows companies to assess if their followers are interacting with their posts.
Pact Coffee has the largest Facebook page (49,100 Likes), while Square Mile Coffee Roasters has the largest Instagram account (123,800 followers). It’s important that brands follow a social media strategy that’s consistent and includes posts that benefit their followers and aren’t just targeted towards selling their products.
20% of people in the UK have a disability – 2 million of which are people living with sight loss. In addition, 1 in 12 men and 1 in 200 women have some degree of colour vision deficiency. When websites are not designed to meet these needs, retailers lose customer interest as they turn elsewhere. Though automotive brands may not immediately think there is a need to remain accessible to visually impaired users, there are many forms of visual impairment that do not inhibit driving ability.
In our previous audit, Workshop Coffee reported 124 accessibility alerts, and it’s since reduced this amount to 107. The brand to currently watch is Rave Coffee, which flagged 128 accessibility alerts. Upon closer inspection, these are mainly due to redundant links and underlined text.
To get a copy of the full report, please complete the enquiry form. If you want to talk to us about accelerating your digital performance, please call us on 01543 410014 or schedule a call with Mike Movassaghi.
Photo by Demi DeHerrera on Unsplash