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Case Study

360° eCommerce Brand Optimization on Shopify: Webrex Studio’s Strategic Overhaul for StepUp Coffee

A focused case study on transforming a sprawling dropshipping catalog into a coherent, resilient, and conversion-driven Shopify brand for StepUp Coffee.

How Webrex streamlined StepUp Coffee’s product strategy, improved UX performance, and lifted conversions with a brand-first approach.

Overview

Brand context & identity

The Challenge

Clarity before scale

StepUp Coffee wasn’t failing — it was undefined. A warm brand without structure made decisions hard and growth harder.

Structure and identity before scale

Key Problems We Identified

Undefined Structure

No clear product hierarchy, no anchor product, and no guided decision path across 1,800+ listings.

Lack of Clarity

Why ads underperformed

  • No audience or funnel segmentation
  • Broad, unfocused keywords
  • Decisions not guided by data
  • No tracking or attribution structure
  • Spend went out, learnings never came back
Unprofitable Spend

What the store signaled

  • 1,800+ listings with competing categories
  • No guided path to a decision
  • No anchor product to define the brand
Choice Overload

The result

  • ~0.2% conversion rate
  • Unprofitable ad spend
  • 0–1 orders per week
  • No repeat purchase motion
  • A quiet brand presence
Stalled Growth

What it meant

This wasn’t a media problem — it was a structure and identity problem. Before scale, we needed simplicity.

Our first step: reduce complexity, define the product hierarchy, and build a brand‑led path to purchase.

Strategic Reset
Core Impact

What this looked like in practice

A confusing catalog and undefined brand positioning slowed decisions and suppressed profitability. Our focus shifted to simplifying choices, defining a hero narrative, and building a brand-led path to purchase.

Lack of Direction
Inefficient Spend
Low Conversion
Our Philosophy

Less, but better

StepUp Coffee didn’t need more — it needed fewer and better choices. Scaling chaos only compounds it; first we align the foundation, then we scale what works.

Brand Clarity

Focus: Identify what the brand stands for. Objective: Remove noise and express intention.

Conversion Architecture

Focus: Optimize the store experience. Objective: Make the path to purchase effortless.

Profit & Scale Systems

Focus: Rebuild sourcing and ads. Objective: Ensure growth is financially sustainable.

Structure first. Systems next. Scale last. Always in that order.

Product Universe

Redesigning the Product Universe

From clutter to a curated core — refocusing the catalog around what customers reliably choose and love.

StepUp catalog before redesign
Before — Cluttered catalog
StepUp catalog after redesign
After — Curated product set

We analyzed

Search Intent Patterns

What customers actually search for when looking for coffee products.

Product Engagement Heatmaps

Which products customers interact with most often and for how long.

Add-to-Cart Correlations

Combinations and features that drive the highest conversion rates.

Cost-Per-Click Distribution

Which categories command premium advertising costs — and why.

Conversion Tracebacks

Mapping the journey from discovery to purchase across touchpoints.

Key insight

And one insight was undeniable

A single Moka Pot consistently attracted higher‑quality engagement — quiet, reliable, repeatable purchasing intent.

This product held

Design permanence

Daily emotional use

Compatibility with the founder’s calm brand philosophy

Strategy

A Strategic Decision

Choosing a clear center of gravity

Clarity Focus Ritual

So we made a strategic decision:

StepUp Coffee would not be “a store.”

It would be a brand built around slow brewing rituals.

What this decision created

The hero SKU

A flagship product that concentrates value and momentum.

The direction-setting identity anchor

Design, tone, and ritual that signal where the brand is headed.

Foundation for creative messaging and offers

Clear narratives and offers built around the ritual‑centric promise.

Every strong brand has a center of gravity. This became StepUp Coffee’s.

CRO

Conversion Optimization — Designing for Ease, Not Persuasion

We redesigned the Moka Pot page to reduce friction and elevate emotional clarity. The goal: effortless understanding, effortless choice.

CRO before — legacy product page layout
Before — Legacy product page layout
CRO after — redesigned product page layout
After — Redesigned product page layout
+80%
Time on page
-35%
Bounce rate
+6.2x
Add-to-cart rate
1.3%+
Conversion rate

What We Changed

  • Simplified layout with precise typography and generous negative space
  • Replaced generic shots with warm, morning‑light lifestyle imagery
  • Crafted copy focused on ritual, not features
  • Added discreet trust markers (not loud badges)
  • Introduced return & shipping clarity above the fold
  • Structured benefit blocks with visual rhythm
  • Reduced cognitive load using minimalist iconography
  • Clear primary action with supportive secondary actions

Resulting Behavior Shifts

  • Visitors slowed down instead of bouncing
  • Time on page increased by +80%
  • Bounce rate dropped below 40%
  • Conversion rate rose to 1.3%+ (from ~0.2%)

Experiment Design

  • Hypothesis: Ritual-first framing decreases decision fatigue and increases intent
  • Variant: Simplified header, benefit-first copy, lightweight trust markers
  • Metrics: Time on page, scroll depth, add-to-cart, conversion rate
  • Outcome: Significant improvements with no usability regressions

UX Principles

  • Show, then tell: Imagery sets context, copy confirms
  • One primary action per view; others are supportive
  • Reduce noise; increase rhythm and reading ease
  • Clarity → comfort → confidence → purchase
Principle

No tricks. No urgency countdowns. No shouting. Just clarity → comfort → confidence → purchase.

Paid Acquisition

From chaos to clarity: intent-first campaigns, message–market fit, sustainable ROAS.

Google Ads overview after rebuild showing clicks, cost, impressions and ROAS
Illustrative trendlines showing the directional impact post‑rebuild.
Clicks
362
Total clicks
Cost
$162
Spend
Impressions
31.3K
Ad impressions
Actual ROAS
64.98%
Return on ad spend

Rebuild Framework

Intent‑tiered structure

Campaigns aligned to High / Mid / Protect tiers for clean routing.

Keyword isolation

Match‑type control and single‑intent ad groups for clarity.

Audience micro‑segments

Layered signals to bias toward qualified demand.

Message harmony

Ad copy mirrors brand tone and the landing page promise.

Budget protection

Negative lists and routing prevent cannibalization across tiers.

No aggressive messaging No discount wars Just aligned communication

Performance Shift

CTR
+67%
CPC
-22%
Metric Before After
CTR Low & inconsistent +67% improvement
CPC Higher than needed -22% reduction
Orders per Week 0–1 4–5× consistently
ROAS Unprofitable Stable & scalable

Experiment Design

  • Hypothesis: Clean structure + aligned copy increases qualified clicks and reduces waste
  • Variants: Intent-tiered campaigns, message harmonization, negative routing
  • Metrics: CTR, CPC, orders, ROAS stability
  • Outcome: Higher efficiency and consistency without discounts

Messaging Principles

  • Intent-first: speak to the searcher’s job-to-be-done
  • Consistency from ad to landing page
  • No artificial urgency; earn trust through clarity
  • Optimize for reading rhythm and comprehension

Campaign Architecture at a Glance

Tier 1
High Intent

Exact + phrase, highest relevance, strict negatives, match copy to product jobs.

Tier 2
Mid Intent

Broader discovery with guardrails, audience layering, query mining cadence.

Tier 3
Protect & Expand

Brand defense, competitor terms, performance max with exclusions and budgets.

Routing enforced with negatives across tiers to prevent cannibalization and protect budget.

Principle

Traffic stopped being “visitors” and became qualified, aligned buyers. No discounts. No gimmicks. Just clarity, structure, and message–market fit.

Supply Chain & Pricing

Supply Chain & Pricing — The Structural Breakthrough

The AliExpress supplier cost of ~$38 per unit prevented true scale.

StepUp supply chain optimization diagram
Illustrative flow showing supplier discovery, pricing negotiation, and fulfillment stabilization.

So we:

Identified the original manufacturer
Verified product SKU lineage
Evaluated shipping node distribution
Negotiated volume-based pricing
Secured US-based fulfillment support

Outcome

Cost Component Before After
Product Unit Cost ~$38 $25–$30
Average Delivery Time 10–18 days 5–9 days
Customer Complaint Rate Moderate Significantly reduced
Impact

This wasn’t just cost savings.
It was brand stability.

Margins became predictable.
Fulfillment became reliable.
Customer trust became repeatable.

Results

The Result — A Brand With Direction

A calm, coherent identity anchored to product and founder — reflected across the system.

System Changes

Brand Positioning

Before

Undefined

After

Clear & emotionally coherent

Conversion Experience

Before

Confusing, cluttered

After

Minimalist, guided, calming

Traffic Quality

Before

Unqualified

After

Intent-aligned & consistent

Profit Margin

Before

Unstable

After

Sustainable + scalable

Order Volume

Before

0–1/week

After

4–5/week and growing

Principle

StepUp Coffee didn’t “blow up overnight.”

It became steady, grounded, and healthy.

Predictable

Calm

Directional

Scalable with intention

Exactly like the founder.
Exactly like the product.
Exactly like the ritual of brewing coffee.

Conclusion

Closing Reflection

This project wasn’t about hacks, funnels, or tricks.
It was about alignment:

Product ↔ Brand
Story ↔ Experience
Cost ↔ Scale
Message ↔ Customer

Clarity is the strongest conversion engine.
And in the end — StepUp Coffee didn’t just grow.
It became itself.

Ready to turn clarity into conversions?

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