How Origin Coffee doubled subscribers with Recharge + Littledata
Introduction
Origin Coffee, known for its dedication to sustainability and quality, operates six physical locations across the UK and has won multiple accolades, including the Queen’s Award for sustainability and the 2020 UK Cup Tasters Championship. Beyond their brick-and-mortar stores, their Shopify-based online channel has become a critical part of their business, with a focus on delivering the best possible customer experience, both online and in-store.
Challenge
Like many brands using third-party apps to manage subscriptions on Shopify, Origin Coffee faced a significant data issue:
- Inflated Conversion Rates: Before using Littledata, their conversion rate was inaccurately inflated due to their subscription app not integrating properly with Google Analytics.
- Duplicate Sessions: Their sessions were duplicated, making it hard to distinguish between one-time and recurring orders.
- Data Trust Issues: As a result, Origin’s team struggled to trust their data. Without accurate conversion data, understanding customer behavior and targeting the right audience for retargeting was a challenge.
- Need for Accurate Subscription Tracking: Origin required a server-side tracking solution to work with their existing subscription app and deliver reliable, actionable data.
Solution
Origin Coffee’s ecommerce team discovered Littledata’s Shopify to Google Analytics solution, which provided both server-side and client-side tracking. This integration solved multiple problems:
- Accurate Subscription Analytics: Littledata’s integration allowed for accurate tracking of subscription data in Google Analytics, eliminating the issue of inflated conversion rates and duplicate sessions.
- Effortless Installation: The setup process for Littledata was quick and seamless, saving Origin time and resources compared to developing a custom tracking solution
- Reliable Data Flow: Littledata’s solution continuously collects and sends data to Google Analytics, ensuring that Origin has the accurate, consistent data they need for business decisions.
Results
By implementing Littledata, Origin Coffee achieved the following results:
Accurate Conversion Rates: For the first time, Origin could accurately report conversion rates and attribute orders correctly, providing a reliable source of truth for their ecommerce metrics.
Improved Data Confidence: With accurate tracking in place, Origin now tracks thousands of orders and subscriptions with confidence that their data is correct.
100% Subscriber Growth: Since implementing Littledata, Origin has successfully grown its subscriber base by over 100%, leveraging accurate data to optimize their marketing and channel strategies.
