Food and beverages
A website in 2 languages for the first AVPN-certified Neapolitan pizzeria in Bulgaria
Pizzeria Spaccanapoli
52.8% more orders on nearly the same traffic after the store redesign
Redesign of illycaffè's official online store in Bulgaria: a new structure based on how people search, new product pages, and the ERP and courier integrations kept in place.
+48,3% net sales
About the project
Redesign of the official online store of illycaffè in Bulgaria, which we have maintained since 2023.
A new structure that follows how customers search for coffee, clearer product pages and shopping designed for the phone first, without interrupting the ERP, courier and marketing integrations.
The challenge
A working store with untapped potential
After the migration from Magento in 2023, the store ran reliably. But its look, mobile shopping and structure no longer matched illycaffè’s premium positioning or the goal of more new and repeat orders. Individual improvements fixed specific problems, but they could not change the store as a whole.
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Premium brand, ordinary store
Individual improvements fixed specific problems, but they could not change the store as a whole.
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Over 80% of visits come from search
Every change to categories and URLs put organic visibility at risk.
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Integrations that never stop
Real-time ERP sync, couriers and Ordinance N-18 could not stop even for a day.
The goal A clearer, more effective path to purchase, without losing the store's organic visibility, data or day-to-day operations
Our approach
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Step 1: Diagnosis before design
Keyword research and analysis of GA4, Search Console, competitors and store data to define the structure and priorities.
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Step 2: Structure based on search
New categories and category pages for coffee, capsules, machines and accessories, organized around the words customers use to search.
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Step 3: Content
New category and product descriptions, written for customers and for search engines.
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Step 4: Designing the path to purchase
New home, category and product pages with clearer navigation, a premium look and shopping designed for the phone first.
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Step 5: Integrations
ERP sync, Speedy and Ordinance N-18 kept in place, plus new courier and marketing integrations and GA4 sales tracking.
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Step 6: Protection at launch
Redirects for the changed structure, canonicals, structured data and monitoring after launch.
Key solutions
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Categories built around search
The new category pages became the main entry points from Google. The pages for illy coffee and coffee beans rank on average in positions 4 to 5.
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A product page with everything needed to decide
SKU, description, price, delivery time, payment methods, the store's benefits, technical specifications, reviews and related products in one place.
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Reviews in exchange for a promo code
Buyers receive a promo code for leaving a review, and reviews appear on the product pages. As of August 2026, the store has 1,190 ratings with an average of 4.93 out of 5.
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Integrations the store cannot run without
Orders and stock levels sync with the ERP in real time. The store is connected to Speedy, complies with Ordinance N-18 and sends branded emails.
Before and after
A walk through the site
The results
More orders from nearly the same traffic
- WooCommerce orders
- +52,8%
- net sales
- +48,3%
- website visits
- −3,9%
- purchases from organic search
- +57,8%
How it was measured
Period: June 13, 2024 to June 12, 2025 vs. June 13, 2025 to June 12, 2026 (excluding launch day)
Source: WooCommerce Analytics for orders and sales (excluding pending, cancelled and failed orders); GA4 for visits and organic search. Sales converted to euros at a rate of 1.95583.
This comparison is not a controlled experiment: prices, promotions, stock and product mix also play a role. Average order value is 3% lower, so the growth comes from more orders. We describe what the store recorded after the redesign without claiming the redesign is the only cause.
What the client says
“We value not only the new design and structure, but also the attention to SEO, the integrations and the ongoing maintenance.”
Technology and what comes next
Technology and integrations
- WordPress
- WooCommerce
- GA4
- ERP integration
- Google Search Console
- Speedy
- Ordinance N-18
What comes next
We continue with maintenance and improvements to the store after launch.
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