The Q2 2024 benchmarking report for Coffee suppliers has just been published. Learn how the top 9 coffee suppliers perform across the digital space.

The latest Q2 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 Q2 report, click here. To get a copy of the full report and the key takeaways, please complete the enquiry form or schedule a call.

Q2 2024 WINNERS LEADERBOARD

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.

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What The Industry Research Report Covers

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.

Driving Optimal ROAS from Paid Media Channels

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.

Technical Website Compliance,

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.

Site Speed & Conversion Rate Performance

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.

For Q2 2024, the mobile site speed ranged between 44 and 4, with Rave Coffee reporting the lowest speed. This coffee supplier should reduce image size to prevent media from adding too much page weight and slowing down its site speed.

Building Competitive Advantage with Domain Authority

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 60 and 19, with Coffee Factory reporting the lowest DA. This coffee supplier saw the least number of backlinks compared to the other suppliers.

Organic Performance – Mobile & Desktop

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.

In this quarter, 3 of the coffee suppliers reported a loss in organic traffic, with Workshop Coffee flagging as having the biggest loss (-62% for mobile and -62% for desktop).

Universal Search Opportunity

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 saw the highest Universal Search appearances (3,200), with the majority of these coming from ‘images’. On the other hand, Coffee Factory reported the fewest Universal Search appearances (86) and could ask past customers to write a review (as they currently saw zero results for ‘reviews’).

The Longtail Keyword Opportunity

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 reported the most longtail keyword appearances (209 for positions 3 and 444 for positions 4–10). On the other hand, Coffee Factory only reported 2 appearances in positions 3 and should assess its longtail keyword strategy.

Facebook Adverts

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 3 examples of Pact Coffee’s sponsored Facebook posts. This coffee supplier included vertical videos to cater to those using a mobile. They also used the sponsored posts as an opportunity to talk about their latest offers.

Top Social Shares & Content

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.

Five of the coffee supplies favoured Facebook, with Pact Coffee reporting the most Facebook following. However, Square Mile Coffee Roasters saw the highest total engagement and the biggest Instagram following.

Website Readability & Accessibility

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 this quarter, Workshop Coffee saw the most accessibility alerts (124). Under closer inspection, the majority of these alerts were due to redundant links. To fix redundant links, this coffee supplier should remove links or update them to the correct URL.

GET THE FULL 70-PAGE Q2 2024 REPORT

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 Mike Kenneally on Unsplash