Partnering with 18th Digitech, winedirect.com.au completely redesigned their mobile experience, customised to deliver “app-like” intuitiveness and a seamless search and check-out. The mobile-optimised site yielded a 47% increase in conversion rates along with a whopping 172% boost in mobile revenue.
Beyond mobile, the site reboot accommodated existing customers, comprised primarily of 25-plus-year-old loyal wine connoisseurs who prefer simple website navigation, while stack menus were added to attract millennial sippers. As a result of the refreshed look and functionality, new users surged by 20% post launch, along with a 15% improvement in traffic to winedirect.com.au.
To drive customer retention and further grow business, 18th Digitech built the “the best and most flexible Wine Club in the history of the entire universe.” Most wine clubs are known for locking-in members to passively receive a pre-set batch of wines at a set interval. Winedirect.com.au flipped that model and instead wanted to empower its members to tailor a wine club service to their own tastes.
Account settings offer customers more control to adjust their preferences through the new site. “Our customers now have much more control over how they interact with the website and the people behind it,” says Adam Hollinshead, Chief Digital Officer at winedirect.com.au. “They can customise numerous options, from delivery instructions to payment methods, to frequency of receiving marketing material."
Winedirect.com.au takes pride in maintaining their lifelong customers. To further reward their perennial fans, winedirect.com.au expanded and automated their referral program to offer lifetime rewards. Dubbed the Wine Enthusiasts Program, members receive discounts and bonuses when they refer new customers on an ongoing basis. This approach has helped deliver a 90% increase in overall online revenue as well as a 11.4% boost in the average order value.