What Happened When Grinds Coffee Pouches Applied Full-Business CRO to Their Website Redesign

Founded as an innovative alternative to traditional tobacco products, Grinds Coffee Pouches has carved out a unique position in the nicotine-free space. Their coffee pouches provide the oral fixation and energy boost that users seek, without the harmful effects of nicotine or tobacco.

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As a growing DTC brand, Grinds had already proven product-market fit and built a loyal customer base. However, their website wasn't keeping pace with their ambitions or performance needs.

Grinds recognized their website was aging and no longer reflected their vision for the brand. While they had a strong product and customer base, several critical issues were limiting their growth potential:

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Brand Perception Gap: The existing site didn't communicate their brand accurately and position them as the category leader they were becoming.

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Performance Limitations: As a DTC brand heavily reliant on paid acquisition, they needed a website that could convert efficiently and support increased ad spend without diminishing returns.

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Product Complexity Challenges: As their product line expanded with various flavors and product types, the site structure wasn't equipped to present this growing complexity in a clean, confusion-free way that maintained an optimal user experience.

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The challenge was clear: they needed a solution that would elevate their brand presence while dramatically improving conversion performance.

Why SplitBase

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Grinds had already experienced SplitBase's impact firsthand. Our previous collaboration on high-converting landing pages for their paid social campaigns had delivered exceptional results, with products selling out in record time.

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This track record, combined with our unique approach that balances brand elevation with performance optimization, made the partnership decision straightforward. Grinds needed a team that understood both the creative and conversion sides of the equation.

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Our Approach: Full-Business CRO Methodology

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Most agencies approach redesigns by focusing on aesthetics first, then hoping for performance improvements. We flipped this entirely.

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Our Full-Business CRO Growth System treats every redesign as both a brand elevation and conversion optimization project. We take design seriously, but unlike traditional agencies, every design decision is rooted in customer behavior research rather than aesthetic assumptions alone.

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The Research Phase

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Customer Behavior Analysis 

We started by diving deep through a comprehensive analytics review, heatmapping analyses, and usability testing. This revealed exactly how customers were interacting with the current site and where they were getting stuck or confused.

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The data immediately showed us a major opportunity: while customers naturally bought Grinds products in packs, the site provided no incentive for larger quantity purchases; representing significant missed revenue per transaction.

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Voice of Customer Research 

But data alone wasn't enough. We conducted extensive surveys and customer interviews to understand what customers truly valued about the brand and what information they needed to make confident purchasing decisions.

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This is where we discovered the gap between what Grinds thought customers understood about their products and what customers actually knew. Essential information was missing from product pages and key conversion points, creating hesitation and abandoned carts.

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Product Clarity Issues

The research revealed two critical problems:

• Despite offering multiple flavors and varieties, customers struggled to understand the differences between products, leading to decision paralysis
• Although being nicotine-free is core to Grinds' value proposition, some site elements still created confusion about this key differentiator

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Market Positioning Analysis 

Simultaneously, we analyzed competitive landscapes and positioning gaps to identify opportunities for Grinds to own their unique territory in the market. This helped us craft a narrative that would resonate with both existing and potential customers.

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Finally, we mapped conversion patterns throughout the entire customer journey, identifying specific behaviors that led to purchases, abandonments, and hesitation points.

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Strategic Implementation

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Research-Driven Design Decisions 

This research phase uncovered the critical insights that would drive every design decision. Armed with these discoveries, we redesigned the entire site architecture to address each identified friction point while elevating the brand.

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Enhanced Revenue Strategy 

We enhanced the quantity break strategy by redesigning the product experience to encourage multi-product purchases through clear quantity discounts and bundling options. We designed a cross-sell and upsell architecture that included strategic placement of complementary products throughout the shopping journey.

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New Bundle Builder

We designed a brand new bundle builder that allowed customers to easily make their own bundles, supporting the brand's goal of increasing AOV.

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Clarity and Information Architecture 

The information architecture was completely reorganized to address all customer questions and concerns at the right moments. We developed a system for showcasing product varieties that made differences obvious and choice easy.

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Most importantly, we strengthened the product benefit messaging throughout the site experience, eliminating any potential confusion while reinforcing their core value propositions.

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Data-Driven Results

The result was a redesign strategy built on data rather than assumptions. Every element on the new site existed for a specific, research-backed reason to either reduce friction, increase clarity, or drive higher-value actions.

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Since launching the new website, Grinds has experienced meaningful growth across key performance indicators:

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Revenue Growth: The enhanced quantity break strategy, new bundle builder, and improved cross-selling has helped positively impact bottom-line performance.

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Improved User Experience: Customer confusion has been significantly reduced, with clearer product differentiation and strengthened nicotine-free positioning.

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Brand Elevation: The redesigned site now reflects Grinds' premium positioning and category leadership, supporting their long-term brand ambitions.

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Scalable Foundation: The new architecture supports Grinds' ability to scale ad spend and traffic while maintaining conversion efficiency.

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"The results speak for themselves... They've been a huge asset to our web efforts."
- Patrick Pezet, CEO

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Long-Term Impact

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The Full-Business CRO approach delivered more than just a visual refresh. Grinds now has:

• A conversion-optimized foundation that supports profitable scaling
• Clear brand positioning that differentiates them in the market
• Enhanced customer experience that reduces friction and increases satisfaction
• Strategic architecture that continues to perform as traffic and product lines grow

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With their new high-converting, brand-elevated website, Grinds Coffee Pouches is positioned to continue their growth trajectory while maintaining the performance efficiency that DTC success demands.

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