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.
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!
Headline / Hero Block
The headline was critical to engagement
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.
High quality imagery makes this section 'pop'
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%
Highlighting the range, without going over the top
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!
Make customers desire with high res images
Through out partnership and digital recommendation, OakRoom Wines have secured businesses like McDonalds, Lend Lease, Wesfarmers and many more.
The company is a triumph to what digital marketing can do for a results oriented business.
The homepage of www.oakroomwines.com.au took lead generation to a whole new level. Overnight, high value leads increased by 149%, without spending a dollar more on advertising. By engaging customers’ core need of ‘impressing their clients’, the company showed how they delivered value.
At the end of the day, any wine store can package and deliver wine. The true value offer was delivering a personalised gift that made clients look amazing in front of their customers.. Moreover, it had to be logistically easy to coordinate, as we were coming into Christmas when companies are time poor.
The results speak for themselves. The money spent on conversion rate optimisation for this landing page will continue to pay dividends year on year. Every dollar spent on advertising is delivering 154% more leads than before, allowing OakRoom Wines to invest in their future with confidence.
The launch of the new homepage was on December 1st, which naturally is a busy time for corporate gift giving. We expected to see an upswing, but never expected 1 our of every 4 visitors (25.38%) to turn into an enquiry. What further post-enquiry analysis discovered, was that OakRoom Wines were solving the core customer problem so well, visitors rated them as their #1 option immediately.
This sort of result is replicable by companies that know their clients, and actively solve a need. At JMarketing we work with you, identifying the niche and strategising how to capture the lion-share of business. It takes time, effort and testing, and at the end we deliver exception results like these.