Unlocking sales and conversions with a Shopify refresh
Client
200 Degrees
Platform
Shopify
Services
SEO, Analytics, Web Build, Digital Strategy
36%
YoY increase in conversion rates
66%
YoY increase in sessions reaching checkout
46%
YoY increase in new customer sales
The Opportunity
200 Degrees, a fast-growing coffee chain based in Nottingham, needed an Shopify website upgrade to support its expanding operations and eCommerce growth. The brand required a comprehensive website redesign to scale with its success and deliver personalised experiences for a diverse audience—including coffee lovers, shop owners, office managers, and wholesale buyers.
The Discovery
A two-day discovery workshop with Propeller and 200 Degrees established a clear strategy, identifying four core user pillars: eCommerce, Shops, Barista Schools, and Wholesale. Tailored customer journeys were mapped for each segment, while a competitor review provided inspiration for innovative design elements that would set 200 Degrees apart.
The goal was to create a visually appealing, authentic, and high-converting website that embodied 200 Degrees’ commitment to quality. Wire-framing was informed by customer journey insights, ensuring an optimised user experience (UX) with a strong focus on conversion rate optimisation (CRO).
A seamless connection between the online and in-store experience was a priority, with 200 Degrees’ branding integrated across all digital touch points. Data-driven insights also played a key role in personalising the customer journey to enhance engagement.
The Solution
The new 200 Degrees website sets a benchmark for coffee eCommerce, blending advanced technology with a deep understanding of consumer behaviour. The result is a personalised shopping experience that reflects the brand’s commitment to quality and excellence.
With mobile browsing on the rise, we prioritised a mobile-first approach from wire-framing to final design. A three-week design phase ensured digital elements aligned with in-store branding, incorporating product packaging colours into Product Listing Pages (PLP) and adapting key features from shop window branding for a cohesive feel.
To enhance functionality for a diverse user base, we integrated Multiple Shopify apps. Innovative features like dynamic coffee origin maps, custom subscription pages and optimised PLP designs, elevate the user experience, making browsing and purchasing effortless.
