This presentation contains an audit of Nespresso's online digital presence and communications. Recommendations on possible areas for improvement are also included.
2. 1. Create the highest quality Grand Cru coffees for Nespresso consumers and Nespresso club
members
2. Create long-lasting consumer relationships
3. Create sustainable business growth
Business Strategy Objectives
2
3. Target Audience - B2C
• 30-60 years old
• Middle to upper class professionals
• Male and female
• University + educated
• Annual household income of $100,000+
• Has over 5 coffees per week
• Drinks coffee for energy and to truly enjoy the flavour
Psychographics:
• Very busy and often go to high-end restaurants
• Active socially – nightlife, theatre etc.
• Love outdoor activities
• Donate to charity and invest money in the stock market
• Travels for fun
• Shops at high end stores such as Holt Renfrew
3
4. • Nespresso offers specialized machines and
offers, such as included repair service, to
businesses looking to provide their customers or
employees with premium refreshments
• Typical B2B customers include: business offices,
luxury airlines, luxury hotel chains, high-end
restaurants & cafes, luxury retail stores, luxury
health and beauty locations
Target Audience - B2B
Typical characteristics:
• High-end businesses with more sophisticated
customers
• Forward thinking, small to medium sized corporate
offices, that reward employees with premium perks
4
5. Nespresso vs Keurig website audit
Performance 22/30 Mobile 30/30 SEO 30/30 Security 10/10
Page size: 3.1 MB
Page Request: 388
Page Speed: 3 seconds
Browser Caching: is using frequently used
content in local memory
Page Redirects: No pages were redirected
Compression: Compressed to run faster
Render blocking: remove or defer
JavaScript and CSS that interferes with
loading above the fold content
Responsiveness: optimal design gives a
boost in search rankings
View report: good use of page width and
scale on different devices
Page titles: great page titles not long in
length and no repeat words
Meta Description: are not longer than 300
characters and are relevant to page
Headings: tags distinguished from core
page content
Sitemap: available, helps users navigate
site quickly and easily
SSL certificate: provides protection
against attacks to website and lets
visitors know that the site is
authentic and trustworthy.
NESPRESSO’s Overall score: 92/100 (GREAT)
Performance7/30 Mobile 30/30 SEO 30/30 Security 10/10
Page size: 8.2 MB
Page Request: 235
Page Speed: 7.2 sec
Browser Caching: is good, uses frequently
used content in local memory
Page Redirects: add an additional loading
cycle, increasing time to display.
Compression: Compress
Render blocking : time is not on your side
Responsiveness: optimal design gives a
boost in search rankings
View report: good use of page width
and scale on different devices
Page titles: great page titles not long in
length and no repeat words
Meta Description: are not longer than
300 characters and are relevant to page
Headings: tags distinguished from core
page content
Sitemap: available, helps users navigate
site quickly and easily
SSL certificate: provides protection
against attacks to website and lets
visitors know that the site is
authentic and trustworthy.
KEURIG’s Overall score: 77/100 (GOOD)
• According to Website Grader, Nespresso’s website is performing well compared to competitor – Keurig.
• Website Performance requires some work to better optimize.
• Mobile, SEO and Security are all critical factors to a users experience and are all being executed well.
5
6. Website Performance and Page scores
Page Speed
Score
Yslow Score Fully Loaded Time Total Page Size Requests
Nespresso E (57%) E (56%) 9.0 seconds 1.73 MB 201
Keurig F (18%) F (39%) 9.7 seconds 6.67 MB 296
According to GT Metrix, Nespresso’s website score is low because of the page speed and load time.
6
7. Profile name Nespresso.ca Keurig.ca Nespresso.ca KeurigCanada Nespressoca KeurigCanada
Followers 6’677.626 2’865.714 17.300 3.917 3.381 7.898
Eng + Fren
Respond to
comments
Approx.
frequency of
posting in last
year
Once every two
months
Once every four
months
Twice a week Twice a month Once a week Twice a month
Average off
interactions
per post
262 Likes
18.6 Shares
11.2 Comments
101 Likes
7 Shares
10.7 Comments
275 Likes
7.6 Comments
95 Likes
0.8 Comments
0,5 Comments
0,7 Likes
7,2 Retweets
0,06 Comments
2,3 Likes
4,3 Retweets
Traffic to
website
Yes + Shop Button Yes + Shop Button Link in Bio Link in Bio Link in Bio Link in Bio
*leader
• On Facebook and Instagram Nespresso is the leader, but in Twitter the brand is far behind Keurig.
• Some of the comments of the brand are replicated across all social media but there is a notable difference from
Facebook and Twitter to Instagram.
• Pinterest and YouTube do not have personalized content for Canada. The content is general for the target audience
among all territories and in different languages.
Social Media Performance
7
8. • It is not possible to compare Nespresso against Keurig because of its low levels of posts and
interactions on Facebook.
• Nespresso’s Facebook posts main objectives are to share events and activations where
Nespresso is part of the event or is the main sponsor.
• The company shares videos from YouTube with the objective to communicate the origin of
the coffee and some social causes around it.
8
9. • Keurig does not have enough posts for Social Bakers to analyze its results on Instagram.
• Nespresso’s community is four times bigger than Keurig’s, thus, the interactions are also
substantially bigger.
• Both companies have an interest in posting sophisticated, comfortable and inspirational
content. They show the different pod flavors and different types of coffe maker machines. 9
10. • On Twitter, Keurig has a community twice the size of Nespresso. Both profiles were
created in 2014. It is the only social media channel in which Keurig has a bigger
community than Nespresso. However, Nespresso has a higher growth rate, more
mentions and total interactions.
• Both companies are focused on communications with local content, especially events
in Canada. Nespresso’s content is more motivational and suggestive while Keurig’s is
more corporate and is related with social causes.
10
11. MAIN NESPRESSO COMUNNICATION LINES THROUGH ALL SOCIAL MEDIA
Recipes Pods & Machines
Special dates Local Events
11
12. Paid Advertising – Nespresso & Keurig: General Analysis
Total Visits (Millions)*: On desktop & mobile, in the last 6 months
Traffic Sources: On desktop
*The data used for the paid advertising audit was captured from www.nespresso.com
since the brand does not have a special domain for the Canadian Market (it is built under a
tab /ca). Likewise the information for Keurig was analyzed from www.keurig.com
The main traffic referrals for Nespresso are direct and search, which
represent around 84% of the total traffic. Keurig’s direct traffic is higher
(46%), which means they have a lower proportion of traffic gained through
paid advertising: Nespresso’s paid advertising contributes to 14% of the
visits, while Keurig is 7%.
10.6
14.4
15.7
9.4
8.7
9.5
1.7 2.3 2.6 1.8 1.5 1.30
2
4
6
8
10
12
14
16
18
Oct '17 Nov '17 Dec '17 Jan '18 Feb '18 Mar '18
Nespresso Keurig Source: SimilarWeb
Nespresso has had an average of 9.2 million visits per month in 2018 and ranks
6,680th as compared to all other sites around the world. Despite the
seasonality at the end of the year, there is relatively stable traffic.
In comparison to Keurig, visits are considerable higher. However, it is
important to consider Nespresso is present in 76 countries while Keurig is
present only in 2.
40.9%
3.8%
43.2%
2.6%
7.3%
2.3%
46.2%
2.9%
38.2%
1.6%
10.0%
1.2%
Direct Referrals Search Social Mail Display
Nespresso Keurig
Nespresso Keurig
Source: SimilarWeb
12
13. Paid Advertising – Nespresso & Keurig: Keywords
Paid Search Analysis
Nespresso has on average a lower CPC in comparison to Keurig, which reflects how
Nespresso is being more effective on its Adwords investment.
In terms of top paid words both brands pay for words such as “machine”, “pods” as
well as “office coffee makers” since both want to attract business customers.
Nespresso Keurig
Source:SpyFu
Est. Monthly
Adwords
Budget
$117k $99.1k
Est. Monthly
PPC Clicks
125k 116k
Est. CPC $1.07 $1.17
Top Paid Key
Words
Coffee
Service
Nespresso
Nespresso
Pods
Nespresso
Capsules
Nespresso
Coffee Prices
K-cups
Keurig K cup
Keurig
Keurig Coffee
Makers
Keurig 2.0
Office Coffee Makers
Coffee Makers
Nespresso Coffee Pods
Keurig
Coffee Machines for Office
Coffee Makers for Office
Keywords both domains buy
13
14. Paid Advertising – Nespresso & Keurig: Display
Nespresso focuses its display dollars on Google Display Network, which represents the majority of their investment. Keurig on the contrary, has
a more balanced distribution of the display dollars. However, it is possible to conclude Nespresso is being more effective since it is able to drive
more traffic from only one source of display ads.
Nespresso
Keurig
Source: SimilarWeb
Source: Moat
14
15. Recommendations
Nespresso’s page operates fairly well but there is room for improvement. Areas of improvement include:
User experience:
• The overall look and feel of the website is “corporate” due to the colour choice that is sophisticated suggesting it is for a
business to business or wealthier consumer audiences.
• Obstacles during purchase – must purchase 50 capsules.
• In order to connect deeper with their customers, Nespresso should look to create a comfortable, inviting atmosphere for its
customers.
• Eliminate order minimum so that it doesn’t deter the customer or so that it doesn’t restrict the customer from purchasing
because this could translate into upsell/cross sell opportunities.
Website experience
• Page Size should be below 3 MB for optimal performance.
• Page requests can be improved if the files are combined.
• Render Blocking - remove or defer JavaScript and CSS that interferes with loading above the fold content.
• Page Size lighten pages by removing or compressing heavy content such as video/images.
• Page requests should have less than 30, combine files to minimize number of HTTP request your site makes.
• Render Blocking - remove or defer CSS that interferes with loading above the fold content.
Social Media
• It is necessary to boost the communication lines in Twitter in order to build a better community and better engagement. A
campaign focused only on this social media could improve the results for the specific target audience that spends more time on
Twitter and is currently being attracted by Keurig.
• The George Clooney campaign is only visible on YouTube (organic) and Instagram (Sponsored). Facebook and Twitter are not
part of the campaign and it is possible that an important number of interactions and sales are being lost.
15
