Ecommerce CRO Audit — ebrucoffeeco.com

1

Executive Growth Diagnosis

Goal

Turn more existing traffic into revenue without relying only on extra media spend.

Problem

Users reach the funnel but friction across discovery, PDP, cart, and checkout weakens conversion momentum.

Insight

SEO and paid demand bring qualified traffic, but revenue growth depends on how efficiently the funnel converts that traffic.

Solution

Prioritise the highest-impact leaks, validate with analytics, and build a CRO roadmap around mobile-first behaviour.

Biggest conversion leak

A discount email popup interrupts shoppers on the product and cart pages

The '10% For You, 5% For The Farm' email-capture popup fires repeatedly, appearing over the product page mid-scroll (covering the buy area) and again on the cart page. At a measured 0.55% conversion rate, well below the specialty-coffee norm, an interruption that lands at the moment of consideration is the clearest drag on conversion. The offer is good; the timing and frequency are the problem.

Highest revenue opportunity

Add review stars and stronger buy-box confidence to lift a low conversion rate

Product pages have rich sourcing detail and flavour notes but no review stars, ratings, or visible reassurance (returns, freshness/roast date guarantee) in the buy box. For a 0.55% CR store, adding social proof and confidence cues to the PDP is the highest-leverage lever, turning the strong brand story into more completed purchases.

Fastest win

Delay the popup, show it once, and suppress it on cart and checkout

Make the email popup fire once per visitor after meaningful engagement (scroll or time), remember dismissal, and never show on the cart or checkout. This is a settings change in the popup app, typically minutes, and immediately stops the popup from covering the buy and cart actions.

Measurement gap

Funnel-event tracking would turn a known low CR into a precise diagnosis

Sessions, transactions, and revenue are available via GA4, giving a validated baseline (CR 0.55%, AOV $89.87). Enhanced-ecommerce funnel events (view_item, add_to_cart, begin_checkout, purchase, segmented by device) are not yet surfaced, so the exact step where the funnel leaks cannot be pinpointed. Confirming these events would let each fix below be prioritised by real drop-off.

2

Revenue Opportunity Model

Live calculator — adjust inputs and pick a scenario to explore live.

Validated baseline — scenarios are projections

Baseline figures come from supplied GA4 exports. Scenario projections assume the listed CRO interventions land at the stated lift bands.

Inputs

Monthly sessions Conversion rate (%) Average order value (USD) Cart abandonment rate (%) Checkout abandonment rate (%)

Scenarios

Baseline monthly revenue

—

Monthly opportunity

—

Annual opportunity

—

Opportunity = baseline revenue x a recovery rate derived from average cart/checkout abandonment, scaled by scenario (Conservative 0.25x, Moderate 0.75x, Aggressive 1.5x) and capped at 35% of baseline.

3

Funnel Journey Map

Severity at each stage from Homepage to Payment.

Homepage

Show me what you sell and why to trust you

Above the fold leads with brand values (Coffee, Community, Climate, Culture) rather than products or a clear shop entry; strong story but slow path to browse

MEDIUM

PLP

Help me browse and choose a coffee

Collection opens with a long paragraph that pushes products down; only a Sort control, no filters (roast, origin, process); no review stars on cards

MEDIUM

PDP

Convince me this coffee is worth it

Rich detail and flavour notes and BNPL, but no review stars/ratings, no roast-date or freshness guarantee in the buy box, and the discount popup can cover the buy area

HIGH

Cart

Reassure me and grow my basket

Free-shipping incentive exists ('Buy 2 Bags, Get Free Shipping') but the cart shows no progress toward it; the discount popup also fires on the cart page

MEDIUM

Checkout

Let me pay fast and safely

Standard Shopify checkout with Shop Pay; not fully traversed (no order placed). No blockers observed at entry

LOW

4

What's Working

Elements already at or above category baseline. Keep these intact.

Distinctive, premium brand

A confident cream-and-charcoal identity with strong storytelling (Coffee, Community, Climate, Culture) sets Ebru apart from generic coffee stores and supports a premium price.

Flavour-note clarity on products

Each coffee leads with tasting-note pills (e.g. Pineapple, Marmalade, Hoppy) and origin detail, which helps shoppers choose with confidence.

Buy-now-pay-later available

Shop Pay instalments ('Pay over time for orders over $35') are offered on the product page, easing the cost of multi-bag or equipment orders.

Ethical sourcing story

Clear farm-to-cup and give-back messaging ('5% For The Farm') is credible and differentiating for conscientious coffee buyers.

Helpful empty and not-found states

The empty cart and 404 pages keep a clear 'Continue shopping' path rather than dead-ending the visitor.

5

Critical Conversion Leaks

P1 issues — fix-immediately status.

I-001

Discount email popup interrupts the product and cart pages

HIGH P1 PDP mobile

An overlay that covers the buy box and the cart at the moment of consideration suppresses add-to-cart and checkout.

Impact

High

Effort

Low

Owner

Marketing

What we observed

The '10% For You, 5% For The Farm' email-capture modal appears over the product page while scrolling through the description (covering the buy area) and fires again on the cart page. It is not limited to a single, well-timed appearance per visitor.

Why it matters: An overlay that covers the buy box and the cart at the moment of consideration suppresses add-to-cart and checkout. With conversion already at 0.55%, removing this interruption is the most direct conversion lever available.

Behaviour risk: Shoppers dismiss the modal reflexively (losing the offer), or lose their place and leave, especially on mobile where the modal fills the screen.

Recommended fix

Configure the popup to appear once per visitor after meaningful engagement (e.g. 15-20 seconds or 50% scroll on a content page or exit intent), remember dismissal for 30 days, and suppress it entirely on product, cart, and checkout pages. Keep the offer; fix the timing and placement.

Expected KPI movement: Add-to-cart and cart-to-checkout rates up from removing the interruption. Validate with GA4.

Implementation notes: Most popup apps (Klaviyo and similar) support trigger timing, frequency caps, and page-targeting. Exclude /products, /cart, /checkout.

Evidence for I-001 — Evidence — PDP (mobile)

How to validate in GA4

Compare add_to_cart and begin_checkout rates for a 30-day window before and after the popup retiming; watch email-signup rate stays healthy.

Hypothesis

If: If the discount popup appears once at a non-intrusive moment and never on product or cart pages, more shoppers will add to cart and check out without losing the email-capture benefit.

Primary KPI: Add-to-cart rate

Secondary KPIs:

Cart-to-checkout rate
Email signup rate
PDP exit rate

GA4 events needed

view_item add_to_cart begin_checkout

6

Issue Dashboard

Top 7 issues by priority. Click any card to expand. Filter by severity below.

I-001

Discount email popup interrupts the product and cart pages

HIGH P1 PDP mobile

An overlay that covers the buy box and the cart at the moment of consideration suppresses add-to-cart and checkout.

Impact

High

Effort

Low

Owner

Marketing

What we observed

The '10% For You, 5% For The Farm' email-capture modal appears over the product page while scrolling through the description (covering the buy area) and fires again on the cart page. It is not limited to a single, well-timed appearance per visitor.

Why it matters: An overlay that covers the buy box and the cart at the moment of consideration suppresses add-to-cart and checkout. With conversion already at 0.55%, removing this interruption is the most direct conversion lever available.

Behaviour risk: Shoppers dismiss the modal reflexively (losing the offer), or lose their place and leave, especially on mobile where the modal fills the screen.

Recommended fix

Configure the popup to appear once per visitor after meaningful engagement (e.g. 15-20 seconds or 50% scroll on a content page or exit intent), remember dismissal for 30 days, and suppress it entirely on product, cart, and checkout pages. Keep the offer; fix the timing and placement.

Expected KPI movement: Add-to-cart and cart-to-checkout rates up from removing the interruption. Validate with GA4.

Implementation notes: Most popup apps (Klaviyo and similar) support trigger timing, frequency caps, and page-targeting. Exclude /products, /cart, /checkout.

How to validate in GA4

Compare add_to_cart and begin_checkout rates for a 30-day window before and after the popup retiming; watch email-signup rate stays healthy.

Hypothesis

If: If the discount popup appears once at a non-intrusive moment and never on product or cart pages, more shoppers will add to cart and check out without losing the email-capture benefit.

Primary KPI: Add-to-cart rate

Secondary KPIs:

Cart-to-checkout rate
Email signup rate
PDP exit rate

GA4 events needed

view_item add_to_cart begin_checkout

I-002

No review stars or ratings on product pages or collection cards

HIGH P2 PDP mobile

For a considered, premium purchase, reviews are among the strongest conversion drivers.

Impact

High

Effort

Medium

Owner

Marketing

What we observed

Product pages show detailed sourcing and flavour notes but no star rating, review count, or customer reviews section. Collection cards likewise show no ratings. There is no social proof at the point of decision.

Why it matters: For a considered, premium purchase, reviews are among the strongest conversion drivers. Their absence is a likely contributor to the low 0.55% conversion rate, and competitors in specialty coffee routinely show ratings.

Behaviour risk: First-time buyers hesitate to pay a premium for a coffee they cannot tell others have enjoyed, and leave to compare.

Recommended fix

Install a reviews app (e.g. Judge.me, Okendo, Loox), seed it by emailing past customers for reviews, and display star ratings on product pages and collection cards. Enable AggregateRating structured data for rich snippets.

Expected KPI movement: PDP conversion and PLP-to-PDP click-through up as social proof appears. Validate with GA4.

Implementation notes: Import any existing reviews from other channels; request reviews via post-purchase email. Ensure the app emits AggregateRating JSON-LD.

Evidence for I-002 — Evidence — PDP (mobile)

How to validate in GA4

Compare view_item to add_to_cart rate and overall CR for a 30-day window before and after reviews go live.

Hypothesis

If: If product pages and cards display genuine review stars, more shoppers will trust the coffee and add to cart.

Primary KPI: PDP add-to-cart rate

Secondary KPIs:

Conversion rate
PLP-to-PDP click-through
Repeat-purchase rate

GA4 events needed

view_item_list view_item add_to_cart

I-003

Collection pages have no filters and lead with a long intro

MEDIUM P2 PLP mobile

Coffee buyers shop by attributes (roast, origin, decaf, grind).

Impact

Medium-High

Effort

Medium

Owner

Merchandising + Engineering

What we observed

The Specialty Coffee Beans collection opens with a multi-line descriptive paragraph before any products, and offers only a Sort control with no filters for roast level, origin, process, or format. On mobile the shopper must scroll past the intro to reach products.

Why it matters: Coffee buyers shop by attributes (roast, origin, decaf, grind). Without filters, and with products pushed below an intro, finding the right coffee is slower, which depresses PLP-to-PDP progression.

Behaviour risk: Shoppers who can't quickly narrow to their preference give up or bounce instead of drilling into a product.

Recommended fix

Add filters (roast, origin, process, decaf, grind/format) and collapse or shorten the collection intro so products appear near the top on mobile. Show a result count.

Expected KPI movement: PLP-to-PDP click-through and products-viewed-per-session up. Validate with GA4.

Implementation notes: Use a Shopify filter app or native storefront filtering on product tags/metafields (roast, origin, process). Move the intro below the first product row or into a collapsible.

Evidence for I-003 — Evidence — PLP (mobile)

How to validate in GA4

Track view_item_list to view_item rate and filter interactions (custom event) before and after adding filters.

Hypothesis

If: If collection pages offer attribute filters and surface products higher, more shoppers will reach a relevant product page.

Primary KPI: PLP-to-PDP click-through rate

Secondary KPIs:

Products viewed per session
Filter engagement
Collection bounce rate

GA4 events needed

view_item_list select_item view_item

I-004

Homepage leads with brand values, not a clear path to shop

MEDIUM P2 Homepage mobile

The story is a strength, but a first-time mobile visitor with buying intent needs a fast route to products.

Impact

Medium

Effort

Medium

Owner

Marketing + Design

What we observed

Above the fold the homepage presents brand pillars (Coffee, Community, Climate, Culture) with narrative copy rather than featured products, best-sellers, or a prominent Shop entry. The product path is reached mainly through the menu.

Why it matters: The story is a strength, but a first-time mobile visitor with buying intent needs a fast route to products. Leading with featured coffees or a clear Shop call-to-action converts intent before the visitor loses momentum.

Behaviour risk: Shoppers who arrive ready to buy have to hunt for products and some leave before reaching a collection.

Recommended fix

Add a featured-products or best-sellers row and a prominent Shop Coffee CTA high on the homepage, while keeping the brand-values content below it. Give returning buyers a one-tap route to reorder.

Expected KPI movement: Homepage-to-collection and homepage-to-PDP rates up. Validate with GA4.

Implementation notes: Add a featured-collection section near the top of the theme homepage; keep the values storytelling beneath it.

Evidence for I-004 — Evidence — Homepage (mobile)

How to validate in GA4

Compare homepage click-through to collections/products for new and returning users before and after the change.

Hypothesis

If: If the homepage surfaces products and a clear Shop CTA above the brand story, more visitors will move into the catalogue.

Primary KPI: Homepage-to-collection click-through

Secondary KPIs:

Homepage-to-PDP rate
Homepage bounce rate
Returning-user reorder rate

GA4 events needed

page_view select_item view_item_list

I-005

Cart shows no progress toward the free-shipping incentive

MEDIUM P2 Cart mobile

A visible 'add one more bag for free shipping' nudge is a proven average-order-value and conversion lever, and it directly operationalises a promise Ebru already makes in the header..

Impact

Medium

Effort

Low

Owner

Marketing + Engineering

What we observed

The announcement bar promotes 'Buy 2 Bags, Get Free Shipping', but the cart provides no progress indicator toward that threshold and no nudge to add a second bag. Shipping is only 'calculated at checkout'.

Why it matters: A visible 'add one more bag for free shipping' nudge is a proven average-order-value and conversion lever, and it directly operationalises a promise Ebru already makes in the header.

Behaviour risk: Shoppers check out with a single bag, or abandon when shipping appears at checkout, instead of adding a second bag to qualify.

Recommended fix

Add a dynamic free-shipping progress bar in the cart/drawer tied to the 2-bag (or dollar) threshold, with a one-tap suggestion to add a qualifying item, and surface shipping status before checkout.

Expected KPI movement: Average order value and cart-to-checkout rate up. Validate with GA4.

Implementation notes: Most Shopify free-shipping-bar apps support a cart progress meter; align it with the existing 2-bag promotion logic.

Evidence for I-005 — Evidence — Cart (mobile)

How to validate in GA4

Compare AOV and items-per-order for sessions that saw the progress bar vs not, 30-day window.

Hypothesis

If: If the cart shows progress toward free shipping and suggests adding a bag, more shoppers will add a second item and AOV will rise.

Primary KPI: Average order value

Secondary KPIs:

Items per order
Cart-to-checkout rate
Add-to-cart from cart

GA4 events needed

add_to_cart view_cart begin_checkout purchase

I-006

No freshness or roast-date reassurance in the buy box

LOW P3 PDP mobile

Freshness is the core quality signal in specialty coffee.

Impact

Low-Medium

Effort

Low

Owner

Merchandising

What we observed

The product page lists weight, roast level, and harvest year lower down, but the buy box near price and add-to-cart shows no freshness promise (roasted-to-order, ships-within, roast date) or returns/satisfaction reassurance.

Why it matters: Freshness is the core quality signal in specialty coffee. A short reassurance beside the price reduces hesitation for a perishable premium product.

Behaviour risk: Shoppers unsure how fresh the coffee will be defer the purchase or choose a brand that states it clearly.

Recommended fix

Add a concise freshness/shipping reassurance line near the add-to-cart (e.g. 'Roasted to order, ships within 2 business days') and a satisfaction note if offered.

Expected KPI movement: Slight add-to-cart lift from confidence at the buy box. Validate with GA4.

Implementation notes: Add a short trust line to the product template near the price/ATC block.

Evidence for I-006 — Evidence — PDP (mobile)

How to validate in GA4

Compare view_item to add_to_cart rate before and after adding the reassurance line.

Hypothesis

If: If a freshness promise sits beside the add-to-cart, more shoppers will add with confidence.

Primary KPI: PDP add-to-cart rate

Secondary KPIs:

PDP exit rate
Time-to-add-to-cart

GA4 events needed

view_item add_to_cart

I-007

Buy-now-pay-later and subscription value not surfaced before the product page

LOW P3 Homepage mobile

Subscriptions raise lifetime value and BNPL widens consideration for equipment and multi-bag orders.

Impact

Low

Effort

Low

Owner

Marketing

What we observed

Shop Pay instalments appear on the product page, and a Roasts & Subscriptions option exists in the menu, but neither the affordability nor the subscribe-and-save value is surfaced on the homepage or collection pages.

Why it matters: Subscriptions raise lifetime value and BNPL widens consideration for equipment and multi-bag orders. Surfacing both earlier can lift both conversion and repeat revenue.

Behaviour risk: Price-sensitive or habitual buyers don't discover subscription savings or instalments until late, if at all.

Recommended fix

Add a subtle subscription value prop and an affordability note on the homepage and collection pages, and make the subscribe option prominent on coffee product pages.

Expected KPI movement: Subscription sign-ups and repeat revenue up modestly. Validate with GA4.

Implementation notes: Add a homepage subscription strip; ensure the PDP subscribe toggle is prominent and clearly priced.

Evidence for I-007 — Evidence — Homepage (mobile)

How to validate in GA4

Track subscription add-to-cart and BNPL selection before and after surfacing earlier.

Hypothesis

If: If subscription value and BNPL appear earlier in the journey, more shoppers will choose recurring or instalment options.

Primary KPI: Subscription sign-up rate

Secondary KPIs:

Repeat-purchase rate
BNPL selection rate
Average order value

GA4 events needed

view_item_list view_item add_to_cart

7

Competitor Inspiration

Patterns from named competitors — inspiration, not direct copying.

Public best-practice reference — no captured image.

stumptowncoffee.com Product discovery and reviews

What they do

Stumptown lets shoppers filter coffee by roast and attributes and surfaces ratings, making it fast to find and trust a coffee.

Lesson for Ebru Coffee Co.

Add roast/origin filters and review stars so Ebru shoppers can narrow and trust choices quickly.

Public best-practice reference — no captured image.

mrespresso.com Shop-first homepage and bundles

What they do

Mr. Espresso leads with products and clear shop entry points and bundles, converting buying intent quickly.

Lesson for Ebru Coffee Co.

Surface featured products and a clear Shop CTA above the brand story on the Ebru homepage.

Public best-practice reference — no captured image.

stokbrew.com Subscription and freshness messaging

What they do

Stok foregrounds subscribe-and-save value and freshness, reinforcing repeat purchase and quality.

Lesson for Ebru Coffee Co.

Surface subscription value and a freshness promise earlier, including in the buy box.

8

Prioritised Roadmap

Severity-coded items grouped by horizon.

This Week

1 items

I-001 Discount email popup interrupts the product and cart pages

This Month

4 items

I-002 No review stars or ratings on product pages or collection cards
I-003 Collection pages have no filters and lead with a long intro
I-004 Homepage leads with brand values, not a clear path to shop
I-005 Cart shows no progress toward the free-shipping incentive

This Quarter

2 items

I-006 No freshness or roast-date reassurance in the buy box
I-007 Buy-now-pay-later and subscription value not surfaced before the product page

9

Measurement Plan

KPI × GA4 events × segments needed to validate each fix.

Issue	KPI affected	GA4 events	Segment	Funnel report	Validation
I-001	Add-to-cart and cart-to-checkout rate	`view_item` `add_to_cart` `begin_checkout`	device=mobile	Product-to-checkout funnel	30-day pre/post popup retiming
I-002	PDP add-to-cart rate and overall CR	`view_item_list` `view_item` `add_to_cart`	all sessions reaching product pages	Product engagement	30-day pre/post reviews live
I-003	PLP-to-PDP click-through	`view_item_list` `select_item` `view_item`	collection-page sessions	Collection-to-product funnel	30-day pre/post adding filters
I-004	Homepage-to-collection rate	`page_view` `select_item` `view_item_list`	homepage landings	Landing-page engagement	30-day pre/post homepage change
I-005	Average order value and cart-to-checkout	`add_to_cart` `view_cart` `begin_checkout` `purchase`	sessions with a cart	Cart value distribution	30-day pre/post free-shipping bar

10

Experiment Backlog

One hypothesis per P1 and P2 issue.

I-001 · Discount email popup interrupts the product and cart pages

If: If the discount popup appears once at a non-intrusive moment and never on product or cart pages, more shoppers will add to cart and check out without losing the email-capture benefit.

Primary KPI: Add-to-cart rate

Secondary KPIs: Cart-to-checkout rate, Email signup rate, PDP exit rate

I-002 · No review stars or ratings on product pages or collection cards

If: If product pages and cards display genuine review stars, more shoppers will trust the coffee and add to cart.

Primary KPI: PDP add-to-cart rate

Secondary KPIs: Conversion rate, PLP-to-PDP click-through, Repeat-purchase rate

I-003 · Collection pages have no filters and lead with a long intro

If: If collection pages offer attribute filters and surface products higher, more shoppers will reach a relevant product page.

Primary KPI: PLP-to-PDP click-through rate

Secondary KPIs: Products viewed per session, Filter engagement, Collection bounce rate

I-004 · Homepage leads with brand values, not a clear path to shop

If: If the homepage surfaces products and a clear Shop CTA above the brand story, more visitors will move into the catalogue.

Primary KPI: Homepage-to-collection click-through

Secondary KPIs: Homepage-to-PDP rate, Homepage bounce rate, Returning-user reorder rate

I-005 · Cart shows no progress toward the free-shipping incentive

If: If the cart shows progress toward free shipping and suggests adding a bag, more shoppers will add a second item and AOV will rise.

Primary KPI: Average order value

Secondary KPIs: Items per order, Cart-to-checkout rate, Add-to-cart from cart