Oreline Coffee · DTC Retail
A storefront rebuilt around the product page
+62% average order value after the rebuild
- Client
- Oreline Coffee
- Industry
- DTC Retail
- Delivered
- Stack
- Next.jsSanityTailwind CSSStripeVercel
// results
- +62%
- Average order value
- 38%
- Subscription share
- 2.9×
- Conversion rate
- −71%
- Page weight
// the project
Overview
Oreline roast single-origin coffee in small batches and sell direct. Their traffic was healthy and their conversion rate was not — the product page told customers almost nothing about what they were buying.
The challenge
The storefront was a theme with the product content stripped down to a name, a price and one photograph. Everything that made Oreline worth buying from — the sourcing, the roast profile, the tasting notes — lived in an Instagram caption somewhere.
- Product pages with under 60 words of copy and no structured data.
- No subscription path, despite subscriptions being the stated business goal.
- A design system in name only: fourteen button variants across nine templates.
The solution
The product page as the whole argument
Sourcing story, roast curve, tasting notes, brewing guidance and a real Product schema — all modelled in Sanity so the roasting team maintains it as part of releasing a batch, not as a marketing afterthought.
Subscriptions in the main path
A subscription option now sits in the buy box rather than on a separate page nobody visited, with the frequency choice made visible before checkout.
A system that reduced to six components
Fourteen button variants became two. Nine templates became four. The site got faster largely because there was much less of it.
// screens
// what they said
“We stopped apologising for our product page and started sending people to it. The subscription number alone paid for the project inside a quarter.”
// live site
See Oreline Coffee in the wild.
The work is live and still running. Have a look, then tell me what you are building.
