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5 Tips to Convert Browsers into Buyers

Corinna Wang
Jun 03, 2020   |   Corinna Wang Recommended for:   Marketing, Ecommerce
Wine Shopping Online Mobile 750X450 Wine Shopping Online Mobile 750X450

With stiff competition in the wine industry, you are likely driving shoppers to your online store with a combination of email marketing, social media offers and talking to customers. When they get there, you’ll want to make it easy for them to find and buy the products they like.

If you can merchandise your products well, you’ll increase conversion rates and boost your average order value (AOV). The goal of ecommerce merchandising is to connect shoppers with the right product so that they “Add to Cart” fast. We've gathered examples from our extensive customer base and are featuring some wineries making great use of our comprehensive toolset. Let's look at some high-impact ways you can leverage your products and drive sales on your website.

1. Product Descriptions

Ensure your products have tasting notes that are descriptive and easy to understand. You’ll want to balance the technical with the experience of enjoying your wine. Tank Garage Winery does a great job of describing their wine while setting the mood for the experience.

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2. Related Products

Curate complimentary wines for each bottle and feature them on your product page. You can entice buyers to add more to their cart since the products displayed are tailored to something they already like. For WineDirect clients, recent upgrades to the Products section make this easier than ever! You can maximize sales potential by creating an automated email recommending products they may like. WineDirect makes this easy with automatic Action Emails that you can set up to purchasers of certain SKUs, recommending products they may want to try with their next order.

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3. Product Reviews

Displaying product reviews helps solidify the buying decision. According to Spiegel Research Center, 97% of consumers report that “customer reviews” influence their purchasing decisions. Tinhorn Creek has done a great job including reviews on their website. Although there is a possibility for negative reviews, you shouldn’t fear product reviews. If you’re wondering how to start building product reviews on your website, we recommend you set up an automated post-purchase email. Wineries using WineDirect can easily setup an Action Email thanking a customer for their recent purchase and inviting them to rate the wine on your website.

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4. Carrots for Clarity

Once a customer is on your website, there’s an opportunity to upsell. Having messaging as customers move around your website can encourage them to take action, like buying 6 bottles instead of 4 to qualify for $1 shipping. WineDirect’s Carrots aren’t a new tool, but they’re very effective at both upselling and cross-selling. You can see that Therapy Vineyards are using carrots in their modal cart to communicate their contribution to frontline workers

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5. Reduce Clicks to Purchase

To avoid overwhelming your customers with choice, curate a 3 or 6 pack of wines that you know they’ll enjoy. With WineDirects’ One Click Offers, you can then generate a link that automatically adds those wines to their shopping cart. Embed the link in email or social media posts for increased online sales conversions.These highly enticing offers take the guesswork out of your customers hands because you can choose to feature wines together and the customer simply needs to purchase. In this email example from Kramer Vineyards, they are offering a clear price discount when purchasing more cases.

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You can learn how one Oregon winery leveraged One Click Offers to drive sales in our case study.

Please note you need to be using our current checkout tools to take advantage of One Click Offers. > Learn How to Update to the New Checkout and why you should upgrade here.

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