Sheri Hebbeln
March 31, 2014 | eCommerce , Site Design and Management | Sheri Hebbeln

How can you gain conversions through winery websites?

It may seem like there are a huge number of factors at play in a customer's decision to order wine online. However, a great deal of the user experience is condensed in the checkout flow, according to ConversionXL. Improvements in checkout functionality typically have a direct result on online wine sales. You need to ensure you design your online wine store in a way that encourages conversions. 

What are the effects of the website user experience? Vouchercloud compiled the following statistics that could provide key considerations on how to make adjustments to your website: 

  • Wait time matters: 57 percent of customers will ditch your website after being forced to wait only three seconds for a page to load. Eighty percent of these shoppers will never return to your site.
  • Website visuals have a major influence: Nine in 10 shoppers report images play a significant role in driving purchasing decisions.
  • Not a long time to impress: Consumers form their initial decision after analyzing a product for 90 seconds.
  • Shoppers trust other customers: 85 percent of people consult online reviews before buying something. The majority of these individuals trust anonymous online reviews as much as a personal recommendation from a friend or family member.‚Äč

Shopping cart abandonment plagues retailers
Combining data from several different studies, Vouchercloud found the average shopping cart abandonment rate is 67.4 percent. This means your website could be losing two-thirds of its potential revenue. The top reason was hidden fees at checkout, which was followed by requiring a registration to process the order. Nearly one-quarter of ecommerce websites force customers to sign up for the site. Many retailers are able to significantly cut shopping cart abandonment when they add a guest checkout option. Customers are also dissuaded by too-long checkout processes and unclear details about deliveries. According to the research, 5.08 steps is the average number for the top online retailers, and a high-quality experience should have a maximum of five steps.

To keep your online wine store successful, it may be time to reassess the experience to ensure there aren't any critical gaps that could lead to lost revenue. ConversionXL pointed out that the shopping experience starts with the cart because as soon as someone adds something, he or she isn't merely browsing. A small adjustment, like adding a confirmation that an item has been put in the cart can make an impact. This notification shouldn't take the shopper to another page because it can be distracting. However, directing individuals to the cart can give you the chance to upsell them on similar products if you include recommendations. Amazon takes this approach.

There needs to be a clear call to action when shoppers view their carts. In addition, you should be transparent about wine shipping charges. It may be helpful to add an estimate of these costs for your standard option as customers continue to add wine to their carts. This will prevent any unwanted surprises at the end of the transaction. 


Sean Spratt's Gravatar
Sean Spratt
@ Apr 1, 2014 at 11:20 AM
Can you share a breakdown of your data that shows those conversions in different price brackets? For example, how many of the conversions are occuring for wines $100?

I'm curious to know how large your data set is for wines in the >$50 brackets and if there are any differences in conversions/habits in those brackets?

Sean Spratt's Gravatar
Sean Spratt
@ Apr 1, 2014 at 11:22 AM
For some reason your blog truncated my post. I was asking about wines in price brackets as follows:

less than $20 $20 to $30 $30 to $50 $50 to $100 Greater than $100

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