Personalisation project for Wineware

Client: Wineware
Sector: Retail & eCommerce
Website: Wineware.co.uk
Services: CRO, Analytics and data, Personalisation

Wineware is an online retailer that sells glasses, wine racks and accessories. Fresh Egg has supported the business 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 it performed well in user testing, Wineware’s website lacked detail for specific audiences, and its one-size-fits-all content could not adapt to differences in customer behaviour.

We pitched a series of website personalisation strategies to unlock these missed opportunities. We suggested introducing dynamic features like smart product recommendations and targeted notifications to make the website more relevant and engaging for a broader range of visitors.

We implemented Bunting, a website personalisation tool, on wineware.co.uk 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.

Our solution included three website personalisation strategies:

1. Smart product recommendations

We introduced personalised recommendations to the website’s product pages and basket page. Powered by machine learning, the tailored recommendations increased both conversion rate and average order values. Together, these trends saw revenue-per-visitor grow by 17.9%.

2. Geolocation messaging

Our analysis showed that international visitors rarely completed purchases, even when several items were in their basket. To recapture some of these lost sales, we designed a notification reassuring foreign visitors that delivery to their respective locations was quick and efficient. This delivery message increased orders from overseas visitors by 19%.

3. Shopping cart abandonment emails

A simple “Leakage Calculation” highlighted the number of potential customers exiting the website from the basket page. To retain more of these visitors, we introduced an exit pop-up that offered to remind visitors about the items in their basket. The abandonment emails we designed had a profound effect on users who would have otherwise abandoned their basket, increasing that segment’s conversion rate by a massive 48%.

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.