The brief
Bocca Coffee is one of the Netherlands’ best-known Specialty Coffee brands, based in Amsterdam. They sell carefully selected coffee to both consumers and hospitality partners — with a strong focus on origin, quality and flavour profile.
In spring 2025 Bocca had their store migrated by another agency. It went wrong. Broken backlinks, 404 pages on product pages still active in Google Ads and Google Merchant Center, Klaviyo segments that were no longer syncing correctly and a technical structure pointing in all directions. In August 2025 they came to Web Builders — somewhat panicked, and rightly so.
The brief was clear: clean it up, fix the technical issues, stop the bleeding — and then help build real growth.
What we did
Technical audit and structural recovery
Our first step was a thorough technical audit of the entire store. What we found was a combination of problems collectively hollowing out performance:
- Broken backlinks and 404 errors on pages with accumulated link authority, with external links going nowhere
- Expired product pages still active in Google Ads with ad budget going straight to 404 pages
- Old WordPress articles in Google Merchant Center with product listings pointing to non-existent pages
- Missing redirects after the migration because the URL structure had changed without old paths being forwarded
- Klaviyo synchronisation broken causing customer lists and segments to be incorrectly updated, with mailings missing a large portion of warm leads
We systematically mapped all 404 errors, set up a complete redirect schema and cleaned up Google Ads and Merchant Center feeds. Not a single active product pointed to a broken page.
Klaviyo recovery and email flow optimisation
The Klaviyo integration was one of the most painful problems. Customer data wasn’t syncing correctly from Shopify, causing segments to be outdated and mailings going to incomplete lists. Warm leads — people who had already purchased or shown interest — were being systematically missed.
We rebuilt the entire Klaviyo integration from scratch:
- Synchronisation restored between Shopify and Klaviyo so all customer profiles and purchase history are correctly linked
- Segments rebuilt on current data with segments for active buyers, lapsed subscribers and high-CLV customers
- Flows reviewed and adjusted including welcome flow, abandoned cart, post-purchase and win-back
The result: mailings finally reached the full relevant audience, not just a subset of whoever happened to still be in the list.
Brewselect: finding the right coffee
Data revealed a structural problem: visitors came to the site but left without converting — not because the range was lacking, but because they got lost in the Specialty Coffee assortment. Which coffee suits my taste? What’s the difference between a washed and a natural process?
Together with Bocca we developed Brewselect — an interactive coffee finder that guides visitors step by step to the coffee that suits them. Based on flavour profile, brew method and roast level, a personalised selection is displayed. The tool lowers the barrier for new Specialty Coffee enthusiasts and increases the relevance of product recommendations.
Product icons in the Bocca brand style
On product pages we added custom product icons fully designed in Bocca’s playful, illustrative brand style. Via custom metafields in Shopify, the relevant icons are dynamically displayed per product — think flavour profiles, brew methods and coffee type.
The result is a product page that doesn’t just inform, but immediately makes clear visually what a customer can expect. The icons reinforce the brand experience and make complex Specialty Coffee information accessible — exactly what Bocca needed to help new coffee lovers take the plunge.
New navigation menu
The existing store navigation was very sparse — a few loose links that didn’t do justice to the broad range and depth of the Bocca brand. Visitors unfamiliar with the site struggled to quickly find the right category or product line.
We recently launched a completely new, more extensive menu. The new navigation is clearly structured by product type, brew method and occasion — so both the seasoned Specialty Coffee enthusiast and the newcomer can immediately find their way. Combined with Brewselect, this creates a much smoother path from visitor to purchase.
SEO and technical optimisation
Beyond the acute error fixes we strengthened the technical SEO foundation:
- Redirect schema fully set up and verified so no link value is lost
- Structured data added to product and category pages for better discoverability
- Canonical tags corrected after the migration to prevent duplicate content
- Page speed improved through image optimisation and removing unnecessary scripts
Outcome
Bocca Coffee grew from a technically crumbling store to a stable, growing platform. The results speak for themselves: +40–50% revenue growth month on month versus the prior year, with session growth of 15–20%. Not a single euro of ad budget wasted on 404 pages. Klaviyo mailings reaching the full warm audience.
We’re building further together. Brewselect is live, the data keeps improving and Bocca keeps growing. More to be continued.
Do you have a store that’s underperforming because of technical issues? Schedule a free consultation and we’ll look at what’s going on together.
