Personalized Shopping Leads to Perfect Pairing of Revenue and Conversion
Wine Insiders, a wine membership club and digital wine shop offering a variety of hand-picked selections, turned to Corra after struggling to reach customers online. Previously, Wine Insiders relied primarily on phone orders and realized that they needed to overhaul their ecommerce experience to maximize revenue potential.
Together, Corra &
Finding the Perfect Glass
Wine Insiders not only needed to redesign their site to create a true ecommerce destination but also needed a business strategy to fully leverage their digital presence. In working with a brand that already had a voice and customer base, Corra had to assist and augment their pre-existing business strategy. The goal was to take an already great brand and make it even better.
Corra also needed to tailor the design solutions to Wine Insiders specific needs. Because wine is such a personal and subjective purchasing experience, Corra needed to create a solution that included personalized customer journeys.
A Redesign That’ll Age Like a Fine Wine
Corra began by creating a Customer Journey Map to identify recommendations and prioritize solution implementation. The insights produced from the customer journey map helped the Corra team create a website experience tailor-made for Wine Insiders’ target audience. Because many customers buy wine based on the label, they were adding products to their cart and checking out directly from the collection page. Corra used a “hover over'' feature to streamline purchasing for these customers and improve the overall experience by giving them the ability to quickly learn about the wine they were purchasing.
The Corra team added user stats to product pages, showing how many other users had viewed and purchased that wine, as well as product badges that dynamically tag products based on categories like Customer Favorite, Award Winner and Trending (based on location). Corra also added low stock notifications that are updated every hour to alert shoppers when a particular wine is in high demand, helping drive conversions.
Corra redesigned the “About Us” page to showcase Wine Insiders’ story. This page is now a CMS template that can be easily updated and used to create new pages. Corra also updated the top navigation to expand and showcase the wine collections, allowing for better product discovery and user experience. The shipping messaging and notifications were also improved by implementing a banner above the navigation to promote the “Hold at Location” service with FedEx. This promotion and messaging increased conversions by 20%.
Wine Insiders’ site experience is optimized to drive conversions and stands as the perfect pairing for the company’s unique service offerings.
Corra’s strategic analysis and roadmapping led to a series of UX upgrades and the speed at which changes were implemented helped stakeholders increase buy-in from internal teams. The expanded top navigation alone helped improve user experience and SEO performance, allowing the Wine Insiders’ team to better track user flow throughout the site. The company is also seeing increased interaction with the quick view elements, while the product badges are leading to a 46% increase in revenue per session. With new strategic insights and an ecommerce site tailored to meet their customers’ unique needs, Wine Insiders is poised to expand their digital sales and deliver unparalleled value to their customers.