Actual CRO Results: More From Your Existing Traffic

Wineware has been selling premium wine glasses, accessories, storage solutions and wine racks online since 2000. With more than 900 products and an established reputation, the opportunity wasn’t simply to attract more visitors, it was to convert more of the traffic they already had.

Our relationship began with Wineware’s migration from NopCommerce to Shopify. Since then, it has developed into an ongoing CRO and growth partnership spanning UX, B2B, email marketing, SEO, accessibility and continuous Shopify development.

And the results speak for themselves.

The Results

Comparing the 12 months after Wineware’s trade site launched with the previous year:

• Revenue increased by 105%

• Purchases increased by 79%

• Revenue per user increased by 66%

• Sessions increased by 23%

• Users increased by 24%

• Engaged sessions increased by 22%

• Customer satisfaction remained at 4.9/5.0

• 18 orders were attributed to ChatGPT

Revenue more than doubled, but traffic didn’t.

Sessions increased by 23%, while purchases rose by 79%. That difference is important because it shows the growth wasn’t driven by simply sending more people to the website.

Wineware became much better at turning its existing traffic into customers and revenue.

And this isn’t just the result of a shiny new Shopify site. Looking at the last 12 months have seen the same result with year on year improvements as we continue to support Wineware with their growth strategy:

• Revenue increased by 48%

• AOV increased by 21%

• CR increased 12%

Creating a stronger customer journey

Following the migration, we completed a detailed site health check covering UX, conversion, performance, SEO and accessibility.

This gave us a clear CRO roadmap focused on removing friction, strengthening product discovery and making it easier for customers to buy.

Improvements included:

• Introducing product badges such as Bestseller, UK Exclusive, New and Popular Now

• Rebuilding the cart and introducing relevant product upsells

• Improving navigation and key landing pages

• Creating automated merchandising through Shopify Flow

• Strengthening product information and accessibility

• Improving site search and product discovery

• Introducing a flexible Christmas branding system

• Fixing technical and checkout issues that could interrupt purchases

Each individual change may appear relatively small. Together, however, they created a clearer and more effective route from product discovery to checkout.

Increasing revenue from email

Wineware had an established customer database, but Klaviyo wasn’t being used to its full potential.

We introduced and optimised key automated flows, including:

• Abandoned cart

• Browse abandonment

• Post-purchase follow-up

These journeys now help Wineware recover potentially lost purchases, re-engage interested shoppers and continue the relationship after an order has been placed.

It means more value is being generated from existing visitors and customers without relying entirely on additional advertising spend.

Launching a new B2B sales channel

A major part of Wineware’s growth has come from creating a dedicated online experience for restaurants, bars, hotels and other hospitality customers.

Previously, many trade orders were handled manually by phone or email. We developed a self-service B2B experience within the existing Shopify store, including:

• Dedicated trade navigation and content

• Customer-specific wholesale pricing

• VAT-inclusive and VAT-exclusive price toggling

• Minimum-order requirements

• Purchase order fields

• BACS payments and approved payment terms

• Brightpearl ERP integration

• A streamlined trade-account application process

This opened a more scalable sales channel while making it quicker and easier for trade customers to place and repeat orders.

Continuous CRO - Not a one-off redesign

Wineware’s growth hasn’t come from one dramatic change.

It has come from consistently identifying and implementing improvements across the entire customer journey: better merchandising, clearer navigation, stronger email automation, more relevant upsells, improved accessibility and a smoother buying experience for both retail and trade customers.

Our retainer partnership gives Wineware ongoing access to Shopify, UX and CRO expertise, allowing the site to keep developing as customer behaviour and business priorities change.

The partnership has now been renewed three times.

“Replatforming from NopCommerce to Shopify felt daunting, until Squashed Pixel stepped in. They took the time to truly understand our business and customers’ needs, delivering a site that looks fantastic and functions seamlessly. Knowing they’re handling the complex work behind the scenes gives us the confidence to focus on growing our business.”

Mark Wellman, Wineware

Wineware is a great example of what happens when CRO is treated as an ongoing growth strategy rather than a one-off project.

More traffic can help a business grow. But making more of the traffic you already have can be far more powerful.

Want to get more from your existing traffic?

You don’t always need more visitors to grow your sales. Sometimes, the biggest opportunity is making it easier for the customers already on your site to buy.

Let’s turn more of your existing traffic into customers.

If you’d like to understand what could be holding your conversion rate back, get in touch to discuss a CRO review, Get in touch.