As we are currently located in the wonderful area of Surry Hills in Sydney, this week’s site spotlight will focus on the newly opened coffee shop Haven: tailoring coffee joyously.
They have been promoting their business, which is conveniently located opposite Central station, by handing out takeaway coffee cups in various busy locations. Inside the cups is a business card with a map and a loyalty card. The idea of course is for their new customers to take the coffee cup to the shop to get a free coffee and thus continue going.
This part is great but it was when we started exploring the business online where we hit some problems. Whilst it is inevitable for a new business to experience some hiccups it is essential that any problems get spotted and fixed immediately and their strategy constantly analysed and improved to engage customers and encourage them to covert to Haven: tailoring coffee joyously over their competitors.
This week we will look at how Haven: tailoring coffee joyously in Surry Hills can improve their user experience online to retain and encourage repeat custom.
The name and domain
Firstly, the messaging is muddled resulting in confusion over their name. The coffee cup addresses the business as “Haven” with the tagline “tailoring coffee joyously” yet the business card inside the coffee cup directs users to tailoringcoffeejoyously.com.au. Using their tagline as a domain removes any mention of the name “Haven” which is the word users are likely to search for online and can weaken their brand.
Confusingly the email address on their business card is firstname.lastname@example.org indicating that they do have ownership over a stronger domain but choose to redirect it. If they were to stick to their tagline for the domain name then their email address should be the same to remain consistent. It is almost as though they decided on one name and then changed their mind half way through.
Simple Google searches for “Haven speciality coffee”, “Haven speciality coffee Sydney” and “Haven speciality coffee Surry Hills” don’t return their website anywhere in the first 5 pages of results. The only reference to Haven coffee is a page on Urban Spoon but the link redirects to a general page of restaurants in Sydney suggesting that the company’s page has been removed.
A search for “Haven coffee Surry Hills” returns their Facebook page at the top of page 3 but as 75% of users never scroll past the first page of search results it is unlikely users would go this deep.
A search for “Tailoring coffee joyously” however returns the company’s website, Facebook page, business information and various review websites.
Since the company has removed their name “Haven” from their domain and users are likely to search for this keyword they should work hard at search engine optimisation on their current digital offering or run a PPC campaign to ensure that users searching for them can easily find them online.
The coffee cup gives the hashtag #havenspecialitycoffee yet the company haven’t set up a twitter account which is where users would expect this to be used on more so than other social media platforms. A twitter search with this hashtag gives no results too which doesn’t encourage users to start using it.
Haven has missed a great opportunity here to directly engage with their users. They would be better making a twitter account and using their hashtag on all tweets so at least users searching for this can see the business and be directed to their website.
Haven has an active Facebook presence where they are frequently posting and engaging with users through consistently strong imagery,videos and promotions. They also already have an invaluable collection of 5 star reviews.
Haven has helpfully included lots of details on their page info including a menu, opening times and a phone number. That said their full address hasn’t been added, there are still inconsistent email and domain addresses, and the description inputs could have been utilised a little more convincingly.
The hashtag #havenspecialitycoffee is being utilised on this platform although is surrounded by numerous other hashtags which is likely to reduce user engagement so this strategy would be better utilised on Twitter to produce stronger results.
Haven has a really bold Instagram profile featuring the strong imagery used across their Facebook profile. All of the images work well together to set the tone and look and feel of the entire experience.
The company could improve their profile by utilising some of the unique marketing opportunities that Instagram offers rather than just duplicating their Facebook content.
We’ve selected the key pages where Haven: tailoring coffee joyously can most improve their user experience.
The hero area is a large space with strong imagery but it isn’t utilised as effectively as it could be. There doesn’t appear to be any particular purpose as there are no call to actions, nor is there any obvious mention of the name “Haven” apart from a small menu item.
The background image in the hero area features text that cuts off when viewing on smaller screens. This text should really be HTML and conform with the site’s grid.
Another image is used below and the low quality makes the text blurry and dilutes the company’s strong brand colours.
Haven has also included the functionality to share their social media posts on Facebook and Twitter which is odd since they don’t have a presence on Twitter. Furthermore, when a user shares on Facebook they’re prompted to share “Haven speciality coffee’s photo” which adds to the confusion over their name.
There is a section at the bottom where users are introduced to the owner and head chef, their influences and a little about their background. This is great and really helps to make an emotional connection with their users whilst allowing Haven: tailoring coffee joyously to show how they are different from their competitors. This would produce better results should it be moved nearer the top of the page rather than hidden at the bottom hoping users scroll to it.
The about page is disappointing. This is a chance for Haven to embrace their unique selling points, push the story of the company and make an emotional connection with their users. Unfortunately, users are just presented with an image of what was likely produced as a flyer.
Bizarrely the website on this image directs users to havenspecialtycoffee.com.au, which is different from the domain users will see the image on and again just creates confusion over the company’s name.
Frustratingly as the text is within an image users can’t highlight Haven’s street address or click on the social media icons.
The site’s footer appears directly below but the two top links feel as though they are part of the content on the current page. This means that the link to “About Us” implies there’s an additional page with more information but the user will only get a refresh of their current page.
Clicking on “Find Us” in the footer directs the user to a page which feels more like an About page. It would be expected to see a Google map, directions or a street address at the very least at the top of this page. Yet the only mention of location is in the very last paragraph on the page and a very small map embedded in an image with unreadable street names.
Coffee tailoring workshop
Haven offers a workshop to coffee lovers to learn about coffee brewing and tailoring a coffee experience. The workshop is delivered by their Head Barista who happens to be a former regional Sensory Judge of World Barista Championship and award winner of a few international coffee competitions.
This is a brilliant unique selling point and a great opportunity to encourage users to explore their brand and divert away from their competitors yet it isn’t marketed well.
Users will only know about this experience should they happen to stumble upon the page. This feature should be highlighted on the home page, across their social media platforms and through off-line marketing.
The page features a booking form at the bottom but unfortunately it is displayed in a narrow, scrolling iframe and it is neither intuitive nor encouraging to fill out. It is powered by Google Forms but doesn’t have inline validation so users face the frustrating task of filling out the form only to find an input is incorrect after they have submitted.
Responsive web design
An attempt has been made to make the site responsive but the inclusion of text unnecessarily included on images across the site makes it hard to scale and difficult to read on mobile devices.
Certain elements are not responsive at all, such as the social media posts on the home page, which essential causes an entire section to become unusable.
The user experience for mobile users could be further improved by embracing how their needs may differ from desktop users and thus offer different content. A user viewing the site on their mobile, for example, are likely to want to see directions or a map and a phone number immediately.
Haven: tailoring coffee joyously have a great concept and several unique selling points that they can really capitalise on, yet their online presence is muddled. The confusion over their name, lack of coherent online user journey and poorly designed website just leaves for a frustrating user experience and overall a forgettable brand.
It is essential that Haven: tailoring coffee joyously realise their downfalls and make adjustments as soon as possible in order to succeed as a new business.