Wine specialist everywine.co.uk
, which lists over 40,000 wines on its website, has reported a four fold increase in its conversion rate, from 0.37% to 1.48%, since implementing Locayta's ESP merchandising platform on its new website.
Launched in July, Locayta ESP
combines behavioural, search-driven and static merchandising technologies to personalize the shopping experience and reduce the average number of clicks to purchase for each visitor.
is very different from typical online wine merchants or supermarkets," says the retailer's operations director, Stephen Dowd. "Instead of selling just a few brands at the keenest possible price, we sell thousands of different wines from around the world, often appealing to knowledgeable buyers who know what they are looking for."
"However, our general search engine and merchandising strategy wasn't working for casual buyers," Dowd added. "These people, looking for more popular wines by the bottle, not the case, were not being catered for and were subsequently turned off by the site. To address this problem and increase ROI from our search engine marketing, we chose Locayta's ESP merchandising platform to maximise our website performance."
"Now Locayta recognises these casual buyers by the type of wine they search for and artificially boosts wines sold by the bottle so the user is more likely to make a purchase," he explained.