Wineware uncorks 24% revenue increase with personalisation

Fresh Egg has supported Wineware with development, digital analytics and strategy for over 20 years. As Wineware has grown into one of the UK’s leading wine and bar accessories suppliers, our work has evolved to focus on conversion rate optimisation.

Although Wineware’s website performed well in user testing, it lacked detail for specific audiences.The one-size-fits-all content could not adapt to differences in customer behaviour, meaning opportunities to increase conversion and revenue were being missed.

There was a need to introduce more personalised experiences to better engage users and improve performance.

We implemented Bunting, a website personalisation tool, to deliver targeted product recommendations and notifications. We flagged each new release in Optimizely, allowing us to measure their impact on user behaviour and conversion rate.

We introduced personalised product recommendations across product and basket pages, using machine learning to increase relevance and drive higher order values.

We also implemented geolocation messaging to reassure international visitors about delivery, alongside cart abandonment emails triggered by exit behaviour to re-engage users who left without purchasing.

The combined revenue uplift from these personalisation strategies increased revenue-per-visitor by 24% across the website.

Not only has this provided a substantial revenue boost, but the growth in Customer Lifetime Value has also allowed Wineware to target new PPC keywords with profitable campaigns.

Our work has enhanced Wineware’s capacity for test-and-learn development alongside performance improvements. Our processes, and the software we implemented, have allowed them to continue iterating on the tests we designed.