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.