Brand Breakdown Part 2: Deathwish Coffee (Website)

Ah yes, the return of the bad a** eCom Giant, Death Wish Coffee. Last week, we tapped our pals at Pilothouse to look at their Facebook ads, and they certainly didn’t disappoint. Hard-hitting creatives, persuasive copy, and overall just stylish advertising.

Today, we’re diving into Death Wish’s website to learn more about their customer experience (CX). Shoutout to our personal purchase experience experts for the insights. 🔥

Let’s get roasting…

❤️ NAV bar

No, the Toronto-based rapper didn’t open a cocktail bar…

The NAV or navigation bar is the bar at the top of your website. Your NAV bar sets the tone for shoppers and guides them through the storybook that is your website. It’s a MUST-HAVE for the customer experience.

Visitors don’t always know what they’re looking for, but a well-structured NAV bar offers shoppers:

  • Product specifics,
  • Information about the brand,
  • Where to find answers to frequently asked questions,
  • An action that prompts discovery,
  • And so much more!

So, how does Death Wish headline their customer journey?

Death Wish Coffee’s desktop NAV bar is clean, simple, and perfectly organized.

They feature their logo in the middle (so you never forget where you’re shopping 😉) and organize their pages into two categories.

To the left of the logo, you’ll find intent-based pages. This section includes actions the shopper could take to get one step closer to checkout:

  • Subscribing to stay in the loop.
  • Shop to browse products.
  • In Store to know where they can get their hands on the beans in person.

On the right of their logo, you’ll find content and research-based pages. This side includes:

  • The Scoop, which features recipes and blog posts.
  • Team, which includes information about the company, products, and the killer minds behind the brew.

Organizing your NAV bar is a fantastic way to give users a smooth on-site experience.

We have to say, Death Wish’s mobile navigation menu is pretty dang impressive. 🔥

It’s comprehensive and displays individual sub-categories to further direct site visitors. They keep it clean by keeping sub-categories underneath the menu burger.

Check it out: 👇

What we like:

1️⃣ Clear and centered ‘Shop’ call to action (CTA) on both mobile and desktop.

2️⃣ There’s a healthy amount of educational and engaging content about the brand. The diverse content helps new customers understand what Death Wish is all about.

3️⃣ Strong typography and font selection.

4️⃣ Cool animations that draw the eye.

💡 Pro tips from Pilothouse :

1️⃣ Front-load some of the ‘Team’ page content on the home page to humanize the brand a bit. Who are the faces behind this movement and what’s the story behind the brand?

2️⃣ ‘The world's strongest coffee” is a great hook, but we think backing up the claim with some stats would be a great boost! Our suggestion? Show shoppers the caffeine count relative to the average coffee!

🧐 Product collections

Product collections are a clean way to organize your products so that customers can easily find them by category.

And to no surprise, Death Wish Coffee managed to do this quite flawlessly.  

What we like:

1️⃣ We love that Death Wish gives three different filter categories for shoppers to find what works best for them – Roast, Style, and Format.

Don’t have a drip coffee machine? No problem, only select single-serve! Don’t like the taste of dark coffee? No worries, only browse by medium!

Using filters allows coffee connoisseurs to find exactly what they're looking for and for new shoppers to see all the options available to them!

2️⃣ The horizontal scrolling banner along the top of the page, paired with a clever product organization for vertical scrolling, showcases many products in an organized and thoughtful way.

3️⃣ Frontloading positive reviews on collection pages also goes a long way for conversion rates!

🕺 Product display page

Product display pages (PDPs) are one of, if not the most important part of your website.

PDPs not only inform customers about your products, but they are the key display to entice customers to buy from you.

A blog from BigCommerce says that product pages should:

  • Use psychological triggers to convince browsers to add to cart.
  • Grab consumer attention immediately to the add to cart button.
  • Build trust in the product and company, often through social proof.
  • Upsell or resell to increase AOV.

We like Death Wish’s PDP, but we have a few suggestions.

✨ What we like:

1️⃣ They’re displaying a very strong variant selection, including size, grind and subscription vs. nonsubscription are all being displayed in a logical order.

2️⃣ The supporting graphics on each button smooths out the decision-making by providing a cleaner visual representation.

💡 Pro tips from Pilothouse:

1️⃣ More lifestyle shots in the product image sections to ground (pun intended) the product in consumers’ reality.

2️⃣ More information on product ingredients and caffeine count to educate the consumers to ensure purchase confidence.

3️⃣ Video or animation content to capture the attention of website scrollers.

4️⃣ Auto select a subscription purchase instead of one time purchase and showcase the 10% savings with a before the discount and after the discount price comparison.

Overall, Death Wish Coffee has a great website that displays excellent branding and overall effective messaging.

They’ve done a great job creating a cohesive page-to-page customer experience and front-loading content for new customers to become even more familiar with their products.

Sure, Death Wish Coffee can do a few small things to make the website even stronger, but overall it’s killer!

👋 That’s all for now! Same time and same place next week for Part 3 of the Death Wish Coffee brand breakdown.

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