Case Study
How We Grew i-coffee.ng Traffic by 120% in 6 Months: SEO Case Study
A detailed case study of how Calstins grew i-coffee.ng's organic traffic by 120% and improved conversion rate from 1.2% to 3.8% through SEO and UX improvements.
9 min read
The Starting Point
When Calstins took over i-coffee.ng in January 2023, the platform had minimal organic traffic, a 1.2% conversion rate, and a checkout abandonment rate above 65%. The platform had strong product quality but no digital visibility.
Discovery Phase
We conducted a technical SEO audit, Hotjar heatmap analysis, and competitive landscape review of Nigerian coffee e-commerce. We found zero keyword targeting, missing schema markup, slow mobile load times, and a friction-heavy checkout.
What We Did
We implemented category-level keyword targeting with long-tail coffee keywords, rebuilt the checkout flow with fewer steps and clear Paystack options, added product schema markup, and created a content calendar targeting Nigerian coffee culture queries.
The Results
After 6 months: 120% organic traffic increase, conversion rate from 1.2% to 3.8% (3× improvement), cart abandonment reduced from 65% to 30%, platform scaled to 1,000+ monthly active users.
Key Lessons
Localising delivery messaging to Nigerian consumer expectations (specific delivery timelines by region) was the highest-impact single change. SEO and CRO compound — each traffic improvement amplified by the better conversion rate.
Topics
- seo
- case-study
- ecommerce
- nigeria