7 Tips to Increase Online Wine Sales
Online wine sales may prove to be the most significant growth opportunity in the near future. They prevent wineries from being limited to their geographic region and allow them to step into an international market. E-commerce sales during this past holiday season reached significant new highs, which means the opportunities are likely to continue through 2014.
With that in mind, it may be a good time to test different tactics in your online wine store to see what works. Here are some considerations for refining your online customer experience in 2014:
1. Display only one product on your home page at a time
Have a wine variety you're really trying to move? Consider promoting it on the home page, which will most likely be the thing returning visitors notice, Entrepreneur suggested. Website personalization can be a valuable technique for many e-commerce retailers, but it can be a headache to organize. Sometimes focus can act as an influencer, so if you choose to promote one wine or a few related varieties in this key spot, you may notice higher sales. It's important to keep it fresh and rotate products every once in a while. Certain wines may sell more at different times of year, so these could be good selections to highlight.
2. Change the position of the newsletter opt-in
Variety never hurts. If your list of subscribers isn't quite where you want it to be, this may be a good thing to test. Where you place this can be dictated by the length of your newsletter. If it's shorter content, it can be featured on the home page. For longer newsletters, it may be more effective to place the opt-in on a second page of text because users will find it when they are already engaged with your content. More subscribers could result in more customers who buy wine online.
3. Add more calls to action
You don't have to worry about being too persistent when the goal is to boost sales from your website. Displaying more frequent calls to action can increase conversion rates, Practical Ecommerce stated. In fact, when done properly this can be a way to sell more wine without attracting higher amounts of website traffic.
4. Create a sense of urgency in your copy
There should be a subtle balance in all website copy. You can drive people to buy with limited-time price discounts or additional offers if customers make a purchase within a certain time frame, according to Entrepreneur. Another way to inspire urgency is to offer only a limited quantity of certain wines.
5. Use more images
In a lot of ways, wine is a visual experience, especially since many customers may not get to try your products before committing to a purchase. Photos can make items seem more tangible to website visitors. You may want to test placing images near the top of the page as well as closer to the call to action to determine which is the most effective.
6. Test category pages
Website navigation has a huge impact on e-commerce user experience. Category pages display your range of products grouped together, and they need to help visitors efficiently find what they are looking for, Practical Ecommerce said. You need to determine the right balance of functionality and information listed on these pages to avoid overloading customers.
7. Make sure your winery website is designed with shoppers in mind
It's easy to fall into the trap of having a self-centered website, but all features should be created to offer the best experience possible to customers. Ease of use can significantly boost brand loyalty.