- Client Jason Robertson, Owner
- Project type Website & Digital Marketing
- Industry Corporate Wine Gifting
- www.oakroomwines.com.au
Project Details & Goals
The challenge was to grow an already successful business. The website already performed well, with a conversion rate around 10%. How could we improve upon these results?
Success came from our consumer psychology research. Whilst visitors to the site were Googling for corporate wine delivery, we discovered it was not their core need. The further we drilled into this issue, the more we realised they were only exploring wine for lack of a better option. Whilst conversion rate was solid, we were confident we could tap into this un-serviced need. The final result blew us away.
We developed a range of different split tests, measuring each of these against the others for effectiveness. We trialled the normal, the wild and the slightly left of centre, all with the goal of solving the core customer need. When the tests concluded, there was no doubt we had found the winner. The customers' core need wasn't wine delivery, it was to look great in front of their clients. This message now runs through their entire marketing mix, and the results speak for themselves.
Our Strategy
The hero block is what catches the customers’ attention. On average users have 6 browsers open, and are skipping between them quick (under 3 seconds). The key is large, clear text that solves their need. The goal is to keep them on the page, engaging with the rest of your content.
In the case of OakRoom Wines, the headline that tested best with our trial audience was “Impress Your Corporate Clients”. Surprisingly, this doesn’t have anything to do with wine, but then again, that wasn’t the customers’ core need… and therein lies the root of our success..
After releasing this header block, website engagement and conversion rates sprung up. We had unlocked the growth OakRoom Wines was seeking!
Showing the corporate style packaging played a key role in attracting our target audience. In reality, these packages can come in a variety of looks, but we wanted to highlight the wide range of ‘corporate-friendly’ packaging options.
Much like the wine section, it would have been easy to showcase 100 different packages, but this would have corrupted the value offer. We don’t want customers to have too many options, just a few, like a McDonalds menu… simple.
We’ve tested this across a wide range of industries. Keeping it simple, and not providing too much choice, always leads to a higher conversion rate. Customers don’t want to feel stupid by making the wrong decisions. So don’t let them!
Conciseness of communication is at the heart of any high converting page. Whilst it would be tempting to list all of the wines OakRoom offers, in doing so it would corrupt the visual hierarchy of communication. If we see a page full of wine bottles, our mind switches off and assumes it knows this is a normal liquor store.
Really successful landing pages, use visual cues to engage the customer, tempting them to read more. In this instance, the wine bottles showcase a full range of wines, without leading them to distraction.
Keeping the customer engaged is critical to generating enquiries. The more of the page they read, the higher chance they have to convert.
This is how we increased enquiry 74%
Custom labels sounds nice, but comes with an undertone of time and risk. This section of the site was designed to showcase how visually stunning and professional the final outcome could be.
Moreover, if all these companies were already using OakRoom Wines, the process must be easy and worthwhile. Leveraging social proof like this is powerful to generate enquiry. It removes the risks associated with using a new supplier, assisting the enquiry rate.
Other parts of their process were explained in a similar way, showing just how professional and easy the OakRoom Wines service is.
What Oak Room Wines Says
“Oak Room Wines have been working with Josh and the JMarketing team since 2014 when our first project was a migration and site rebuild from Big Commerce to Wordpress & Woo Commerce. The unique combination of Josh's' technical, analytical and industry knowledge and ability to communicate and coordinate this onto creative and development teams is amazing. Personally I have a passion for ecommerce and digital marketing having spent many years in the industry but when I need help on my own business I turn to JMarketing. In fact this Christmas period our new homepage and advertising strategy was so good I haven't had time to log into Analytics or adwords and medal with the account (something I have been guilty of in the past!), it has been solely trusted to the JMarketing team with confidence. So If you are looking for a global digital marketing partner with a unique mix of skills to take your business to the next level...Call Josh & the JMarketing team!”
Jason Robertson Owner
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