Origin

SPECIALITY COFFEE SUBSCRIPTION

CRO audit, website design, and development, followed by a Shopify Plus upgrade to enhance performance and scalability.

Overview

Founded with a commitment to sustainability and exceptional coffee, Origin Coffee is one of the UK’s leading specialty coffee roasters. They champion direct trade relationships with farmers and focus on delivering meticulously crafted coffee to enthusiasts worldwide. Their ecommerce platform is the heart of their business, offering subscription services, single-origin beans, brewing equipment, and more, all with a focus on quality and transparency.

Over the past 18+ months, Tribe has been a key partner for Origin Coffee, driving significant growth and enhancing their ecommerce performance through a blend of Conversion Rate Optimisation (CRO), strategic design decisions, and technical development excellence.

Conversion Rate Optimisation (CRO)

Origin wanted to unlock the full potential of their ecommerce store, focusing on reducing customer drop-off and driving conversions. Tribe conducted an in-depth CRO audit, identifying key areas for improvement, including:

The homepage: improving navigation and clarity to better communicate key offerings.
Product pages: enhancing product presentation to boost trust and engagement.
The cart: refining logic to simplify the journey and unlock cross-selling and upselling opportunities.
These insights formed the foundation of the 2024 development roadmap, which prioritised high-impact improvements. Two months post-launch, the results speak for themselves:
→ +57% in total sales YOY (single purchase & subscription) 💸
→ +7% in orders, with discount redemptions down by 3% – demonstrating sustainable growth without dependency on discounts.
→ +95.9% in YOY subscriptions revenue via Recharge
→ +65.2% in YOY subscription orders
→ +18.6% in YOY subscriber AOV
→ +10% increase in add-to-cart actions

Design

Tribe’s design team collaborated closely with Origin Coffee to ensure the refreshed website preserved the brand’s distinctive visual identity while seamlessly incorporating data-driven UX improvements. The minimalist, clean aesthetic central to Origin’s brand was carefully balanced with modern functionality to enhance usability. Every design choice was informed by user behaviour insights and aligned with Origin’s premium positioning. Through collaborative workshops, the client’s vision shaped the creative direction, resulting in a visually appealing and user-centric design that reflected Origin's ethos and supported their growth goals.

Development

On the development front, Tribe upgraded Origin Coffee to Shopify Plus, leveraging its advanced capabilities to drive efficiency and scalability. The cart logic was entirely rebuilt, giving Origin greater flexibility in tailoring upsell opportunities for customers, whether at higher or lower price points. This customisation has empowered the team at Origin to dynamically adjust upsell strategies to suit seasonal promotions, inventory changes, and customer behaviour. These technical enhancements have created new revenue-driving opportunities while maintaining a seamless experience for the end user.