Tueste Café is a Mexican specialty coffee brand with a solid product and a loyal community. In 2023, they partnered with Getmore on a custom redesign of their Shopify store , which gave their e-commerce channel an initial boost and led to early sales growth.
However, as is often the case with many growing brands, this progress was not sustained. After the redesign, sales began to stagnate, and for more than a year the DTC channel remained between 80,000 and 100,000 MXN per month.
That's when the challenge changed: it was no longer about how the store looked, but how it functioned . Based on an in-depth analysis of metrics, user behavior, and business structure, a comprehensive optimization strategy was designed and implemented that completely transformed the e-commerce performance.
This success story shows how, by optimizing in the right order and based on real data, Tueste Café was able to unlock sustained growth and prepare its store to scale.
The challenge: a stagnant channel and low acquisition
Before the project started, the store exhibited patterns that limited its growth:
- Low conversion rate (0.45%)
- Add to Cart below industry average
- Checkouts abandoned due to shipping and payment doubts
- Very few reviews (40 in two years)
- Low qualified traffic
- High recurrence, but low new customer acquisition
In other words: the brand had demand, but the digital system was not prepared to convert that interest into sales.
The approach: optimize before scaling
Before increasing the budget for marketing or acquisition campaigns, we focused on strengthening best practices in e-commerce. The goal was to create a store that could convert better, build trust, and retain new customers who would arrive later.
The optimizations were made in four main areas:
1. Trust and conversion
Shipping messages, payment methods, customer satisfaction policies, and trust symbols were reviewed. This eliminated friction at checkout and improved the perception of trust from the first visit.
2. Mobile Experience
Over 80% of traffic came from mobile devices, but navigation and key pages weren't optimized. Reorganizing the menu, collections, and PDP allowed users to find what they were looking for faster, increasing Add to Cart and session time.
3. Social proof and reviews
The store had very few reviews, which particularly affected first-time purchase conversion. A strategy was implemented to incentivize review generation, which increased credibility and boosted sales.
4. Content and automations
Lead generation and retention were also strengthened through improvements to pop-ups and automated workflows. This allowed for more effective nurturing of new prospects and recovery of abandoned shopping carts.
Results: a stronger, more reliable and profitable e-commerce platform
The cumulative improvements resulted in compound month-over-month growth. Some key results include:
Conversion increase
The conversion rate exceeded 1%, more than doubling its initial level. This increase resulted from eliminating friction and improving the clarity of the purchase process.
More Add to Cart and More Effective Navigation
The adjustments to PDP and collections significantly increased interaction and purchase intent.
Growth in reviews
The brand went from 40 reviews in two years to over 400 in six months. This boosted trust among new buyers and strengthened social proof across the site.
Increase in lead generation
The new pop-ups achieved send rates of 5% to 6%, resulting in a larger lead base for email marketing.
More revenue per order
With an upsell strategy and dynamic recommendations, additional post-purchase revenue was generated and an overall increase in the average ticket was achieved.
The turning point: the system ready to scale
Once the site was optimized, we opened up the digital marketing investment. The key moment came in October and November: for the first time, the store was ready to receive and convert that additional traffic.
The result was historic growth:
- Monthly sales multiplied by more than 7×
- More than 1,000 new customers acquired in just a few months
- A DTC channel that is finally scalable and healthy
This growth was not the result of a single action but of a combination of factors: better UX, more trust, more reviews, better email marketing, new product strategies, and increased traffic at the right time.
Conclusion: When optimization is done in the correct order, the results will come.
Tueste Café finally unlocked the growth it had been seeking for years. The combination of in-depth analysis, data-driven decisions, and focused execution transformed a stagnant digital channel into a robust, profitable, and scalable system.
This case demonstrates that it is not about implementing more tools, but about moving the right gears, in the right order, with the right strategy.
