To enhance the performance of Boarding Pass Coffee’s website, we will focus on improving navigation conversions, and customer retention through design enhancements, functionality, and thorough testing.

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Conversion Goals for Website:

Boarding Pass Coffee’s website encourages visitors to take specific actions that will contribute to both immediate sales and long-term customer loyalty.

• Sales Conversions:

  • purchase a coffee product, sampler box, and/or merchandise

  • Use of promotional codes and discounts provided through campaigns.

• Lead Generation:

  • signing up for the newsletter to recieve exclusive offers and product news.

  • Downloading coffee guides, apps, or other resources in exchange for customer data.

• Participation:

  • Engagement with the AR “coffee-fied adventure” campaign (user-generated avatars shared on social media).

  • Joining loyalty programs or referral programs.

 

 

Landing Pages:

landing pages are crucial for converting visitors into customers by providing relevant information and focusing on specific campaigns.

• Coffee-fied adventure landing page:

• Campaign association - AI-powered coffee avatar creation and social sharing campaign

• Messaging strategy - highlight the fun, interactive nature of the campaign with a clear CTA: “start your coffee adventure now”.

• Design: clean, engaging layout featuring a preview of the avatar customization tool, with selections showing user-generated content from social media to encourage participation.

• Conversion goal - user registration for the avatar tool, sharing on social media, and email sign-ups.

 

To optimize conversions, testing the "Coffee-fied Adventure" landing page will be essential to ensure it effectively engages visitors and drives campaign participation. The landing page should be tested for clarity in messaging, with the primary call-to-action (CTA) "Start Your Coffee Adventure Now" placed prominently and easily accessible. A/B testing different designs, such as varying the placement of the avatar preview and user-generated content, can help identify the most effective layout to encourage interaction. Additionally, tracking conversion rates for user registrations, social media shares, and email sign-ups will provide insights into how well the landing page is converting visitors. Testing different headlines, CTA wording and visual elements will allow for continuous improvement of the page's ability to drive user engagement and campaign success.

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Home Page Design and Messaging Elements;

• Main Headline: “Crafted for adventure in every sip” - the headline immediately communicates the core value of the brand - unique adventours coffee experiences.

• Hero Image: A high-quality image of a steaming cup of coffee, set against a backdrop of world maps, boarding passes, and other travel items, reinforcing the travel theme of the brand.

• Clear CTAs: CTAs like “start. your adventure today” or “discover your perfect coffee” should be placed prominently on the page to guide users to the next step.

• Customer Testimonials: Display customer feedback, emphasizing the experience and quality of Boarding Pass Coffee

• Featured Products Section: Highlight the sampler box and other best sellers, with clear descriptions and prices.

 

Testing and measurement framework for the home page:

• A/B Testing: testing variations of headlines, CTAs, and hero images to determine which combination results in the highest engagement (click-through rates and conversions).

• Engagement tracking: using heatmaps (tools like Hotjar) to analyze where users click most often and identify potential issues with page layout.

• Bounce Rate and Conversion Rate monitoring: monitor the bounce rate on the homepage and track conversion rates from homepage visitors to product/landing pages.