Klient:
case study
Artisan chocolate factory successfully sells via e-shop, new customers come to the shop, modern website presents the business with dignity
15 %
that's how much we've reduced the immediate abandonment rate
65 %
this is the increase in time spent by users on the web
2×
higher conversion rate
their story
CHOCOLATE MADE FROM BEAN TO BAR
“Don’t you want to import quality coffee to the Czech Republic?” Paradoxically, the story of the Choklid chocolate factory in Brno began with this sentence. Its founder, Pavel Berg, had travelled much of the world and on one occasion in El Salvador a friend offered him a shop selling coffee beans and roasted coffee. However, due to the saturation of the market and the high competition, together they came to the conclusion that this would not be the right way to go.
However, the friend offered Mr Berg cocoa beans as another option. From there, it was not too far to the production of chocolate and pralines. The idea eventually crystallized into the overall idea of a handmade chocolate factory where great sweets are born from A to Z. This was followed by intensive study, participation in specialised courses and training in Central America, the United States and Europe, and a period of testing and experimentation. All of this eventually bore fruit.
In a relatively short period of time, the business run by the Berg couple has built up a reputation as a place where people like to go to buy great chocolate or pralines for special occasions. Even the price, which is noticeably higher than that of mass-produced products, is not a barrier for them. Chocolate is made as Bean to Bar, i.e. from bean to bar. No outsiders are involved in the process at all.
Moreover, the Bergs pride themselves on the fact that their business is fair trade. Farmers get a truly fair price for the beans they grow and process. As an added bonus, the company is also dedicated to their education. This allows them to develop further and also improve their lives. So they really earn from their work.
their goal
BETTER E-SHOP AND MORE CUSTOMERS IN THE BRICK-AND-MORTAR STORE
Choklid Chocolate Manufactory turned to us at Four Bros in 2020 based on positive references. Above all, the Berg family wanted to increase sales and also improve their web presence to help them compete with their competitors. This is very strong in the chocolate market as a product available in almost every store.
In addition to the standard marketing activities such as advertising campaigns or creative, we also helped, for example, to adjust the mix of products the store offers. We also intervened in the design of the website, which until then did not reflect Choklid’s overall style very well. In addition, they were completely glossing over the essential USPs that could have convinced customers to buy. So in this case too, our approach was really comprehensive.
our solution
RICHER ASSORTMENT, FUNCTIONAL WEBSITE, CUSTOMIZED ADVERTISING CAMPAIGNS
We had the opportunity to taste Choklid pralines and chocolates repeatedly. Truth be told, we haven’t eaten such good sweets in a long time, if ever. After all, we eventually started putting them in Christmas packages for our clients ourselves. So we knew immediately that devoting time and energy to this business made sense and we were happy to get to work.
1
WEBSITE REDESIGN AND E-SHOP IMPROVEMENTS
First we focused on the website and e-shop. Although they appeared fine at first glance, a closer inspection revealed some issues that were causing sales to fall short of expectations.
The first thing we adjusted was the homepage. It serves as the gateway to the site and as such must immediately engage customers and explain what they are buying in a clear way. All the more so if the product is appreciably more expensive against the competition and therefore handicapped.
Thus, already on the front page, the prospective customer is introduced to four USPs that simply tell him why to choose Choklid. Above them is a set of alternating banners representing either specific products or other USPs. All of this is wrapped in a sober, elegant design befitting the exclusivity of the products sold and the company itself.
Attention also needed to be paid to the e-shop. We helped with sorting and expanding the categories, and improved the creative side as well. The problems were mainly with the background of the products. Some of them were photographed with black, some with white background. This made the whole thing look disjointed.
So we had the products re-shot with a uniform background, which made the look of the e-shop much better. We also worked on the product names to make them more realistic and more appealing to customers.
2
SPECIALLY CONFIGURED ADVERTISING CAMPAIGNS
Chocolate advertising campaigns are a specific and demanding discipline. After all, the main element of this product is the taste, which itself is a relatively poor seller.
After initial testing of performance campaigns, which did not yield the expected results, we decided to take a different route. Instead of the taste itself, we built the ad on a story. We highlighted the chocolate’s origins, explained its creation and listed the unique reasons why customers should buy it.
Along with this, the technical setting went hand in hand. We deployed campaign and overall site performance measurement via Google Analytics, which had been completely lacking up until that point. We set up Google Ads to manage campaigns, and added Business Manager and Pixel on Facebook to measure campaign performance on that social network.
We could then start collecting relevant data from everywhere, evaluate it and plan our next steps based on the results.
3
NEW PRODUCTS FOR A WIDER AUDIENCE
In business consultations, which we also do, we have suggested the introduction of new products to the owners. The aim of this was to reach a wider range of customers and not to focus in one direction on a narrow group of clients.
However, even this task had its pros and cons. On the one hand, we wanted to enrich the offer, but on the other hand, we did not want to overwhelm it and create the impression of mass-produced products. After some deliberation, we ended up choosing several types of luxury flavoured chocolates and pralines.
According to Mr Berg, the customers quickly took a liking to the new products and bought them regularly.
common success
Our joint efforts have yielded very good results. Over a period of about one year, the bounce rate, i.e. the rate of leaving the site, has decreased by 15%, with higher traffic and higher investment in advertising. In most cases, the bounce rate increases as the number of visits increases. This means that even though more people are visiting the site compared to the past, these visits are more relevant.
The time customers spend on the site has also increased by more than 65%. The conversion rate has doubled as well. These performances would have been impossible to achieve without a well thought out and tailored strategy.
The collaboration continues, albeit in a more limited mode. A campaign promoting the Brno flagship store and the Choklid brand in general is currently underway. The Choklid brand is therefore constantly being built, which is necessary in a highly competitive environment.
We also have more ideas and plans for the future to further help the company. As in other cases, it is fully demonstrated that if both parties cooperate and come up with new ideas, the results do not wait for each other.
Pavel Berg, Owner
I have nothing to complain about the cooperation with the Four Bros team. From the beginning they have a clear vision of what needs to be done and how it needs to be done, and then they proceed accordingly. Whether it was improving our e-shop, managing advertising campaigns or even adding new products to the range, they thought everything through to the last detail. I also rate the communication with us positively. For example, if something wasn’t working as planned, we knew immediately and could start looking for a solution together. In short, if you’re looking for real marketing professionals, you’ve come to the right place.
