Case study · Retail & food

Bastion Lane: an eCommerce transformation for coffee lovers.

Bastion Lane Espresso roasts and posts its coffee from the 1909 heritage listed Uki post office in New South Wales. A brand this particular about quality needed a website that worked as hard as the roastery.

Sector: Retail & food
Service: Website support

Website supportContinuous improvement

The challenge

What needed to change.

Bastion Lane Espresso delivers freshness and consistent quality by roasting and posting from the same building, and the brand behind it is ethical, sustainable and big-hearted. The website was not serving the business as well as it should.

Speed was slow and conversion performance was below what such a popular brand should expect. Navigation was confusing for an eCommerce website, and the imagery, banners and colours were out of step with the branding. Roast Master Gary needed a website that better served the business goals, so we got to work.

Bastion Lane Espresso website on a laptop mockup.

Approach

How the work took shape.

We treated the website as something to be improved steadily and in the right order. Many little changes make a big difference, so the first job was to know exactly which changes mattered most. We performed three audits across the website, assessing design, SEO and technical performance, and turned the findings into a schedule of priorities before any work commenced.

Conversion came first on that schedule. For an online coffee business the Shop and product listing pages are where the sale is won or lost, so improving them was the most critical update, and the UX designers and developers worked together on an experience that reflects the quality of the coffee.

Speed and technical fixes ran alongside, because a slow page loses the customer before design has a chance. Branding corrections to imagery, banners and colours followed, so that the website looked like the brand its customers already loved. And because a marketing campaign was planned, the website also had to support a complimentary product offer at checkout.

A mockup showcasing the website on a mobile device.

The shift

Knowing which small fixes mattered most turned maintenance into a transformation.

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The work

The work, up close.

The Shop and product listing pages were reworked so the experience reflects the quality of the products and increases conversion to sale. Navigation was simplified so a customer can get to the coffee they want in fewer steps, and the imagery, banners and colours were brought back in line with the brand.

We also made the changes needed to support a marketing campaign in which the customer chooses a complimentary product on the checkout page. A customised plugin lets the admin team define the sample product rules, such as the maximum spend and the number of free products, so the offer can be adjusted for each campaign and the customer gets a more rewarding experience.

The maintenance works have resulted in increased conversion to sale, longer page visit duration and lower bounce rates, and the website’s speed and functionality are greatly improved. We have continued to perform ongoing maintenance to keep every plugin up to date and functioning well.

The next evolution for Bastion Lane Espresso will be further design updates to match the new packaging for its coffee.

Bastion Lane website redesign after view.

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