April 21, 2014 | Sheri Hebbeln
It can be difficult to offer the same caliber experience on your winery's website that customers would receive if they visited in person. The design and ease of use can make or break a customer's decision to buy wine online. Here are some tips on how to revamp the design of your page to encourage a higher number of conversions:
1. Enable browsing
According to ShopVisible's "10 Ecommerce Site Improvements to Increase Conversions" report, the majority of visitors on the typical retailer website are initially just browsing. Often, these shoppers don't arrive on the page with a specific product in mind, but setting up your website to clearly list all categories can make it easier for people to find what they want. In this way, the website navigation should mimic that of a department store. In physical retail outlets, the different sections are clearly labeled. It's difficult to convert customers if the browsing experience isn't user friendly.
2. Emphasize security
People can't see the actual products they're buying or get a true sense of the retailer when they shop online, which means they care about purchasing from a secure site, Ignite Digital stated. In the wake of several high-profile data breaches at major retailers, customers are more concerned about protecting their personal and financial information. To reassure consumers, it may be worthwhile to include a security badge on your website, especially on the checkout pages. This can prevent you from losing online wine sales because customers don't trust the website.
3. Update your filtering and sorting options
When people visit winery websites with a specific variety in mind, they want it to be easy to find. Price ranges, varieties, new arrivals, best sellers and best reviewed wines can make the browsing experience more pleasant for consumers, ShopVisible said.
4. Include vivid images
Consuming wine is a sensory experience, from the color and scent to the taste of the product. It can be difficult to replicate this online, but vibrant, high-quality images can help leave a more memorable impression on shoppers. You can consider using pop-out images so shoppers can zoom in and view more information, according to Ignite Digital. Including multiple images per product can help as well.
5. Offer extensive product information
People want to know what they are getting when they order wine online. Including detailed product descriptions can build consumer trust, ShopVisible pointed out. You can list tasting notes and give pairing suggestions to help shoppers make an informed decision. However, you need to be careful to not bog down product pages with too much text. Information should be presented in an easy-to-read format.
6. Price transparency
Customers do not want to dig around for pricing information - or worse, find out that the costs are much higher than expected during the checkout process. For wine shipping fees, consider adding a calculator to generate an estimate of the added expense so consumers aren't shocked at the end of the transaction. If you utilize a multichannel approach, the base charges for wine should be the same across every customer touch point. If shoppers find out they can acquire wine for a lower price depending on the channel, they'll be frustrated.
7. Streamline the checkout process
When customers have decided to purchase from you, the transaction isn't over. A high percentage of shopping cart abandonment occurs because of lengthy or complicated checkout processes. If consumers feel they are being asked for too much information or there are too many steps, they may leave your website. Only ask for the information you need to process the transaction. It can be helpful to add an outline of the steps at the top of the page so customers know how much longer the purchase will take to complete.