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Susan DeMatei
November 4, 2014 | Website Design | Susan DeMatei


As you leave the local elementary school sporting the “I Voted!” sticker, consider how easy or complicated the process was for you. Were there complicated and poorly written initiatives? A uninspiring line-up of candidates? A confusing ballot card or, God forbid, hanging chads?

Your customers vote every time they visit you online. They vote whether to click through. They vote whether to add to cart and they vote whether to confirm purchase. Simplifying their choices eliminates stress, lifts conversion rates, and creates a greater likelihood for repeat purchase.

Here are some tips for winning their vote:

Offer an easy, intuitive filtering process so your customer can easily narrow down their choices to suit their preferences. Allow customers to search by wine color, varietal, AVA, etc. Easy searching saves your customer time and frustration. Organize your products, offer a search bar, and remove obsolete items.

Give them the information once they’ve found what they’re looking for. If you have a “wines” section with your product information, and then a cart with no information, you’re making your customer go back and forth. Make sure the information a buyer would want to make a purchase is very near the purchase button.

Create a sense of urgency on product pages. Warnings of low stock, imminent sell out, and bottle limit per order add impetus for customers to make a buying decision as sooner. Buy now or risk missing out on this precious wine!

Publish recommendations and reviews. Including reviews from wine critics and previous customers will help your customers feel they are sharing the burden of choice with other informed buyers.

Include a winemaker or winery staff tasting video if possible. According to MediaPost, 57% of consumers say that product videos make them more confident in a purchase (2013). According to Emarketer, in 2013, 51.9% of marketing professionals worldwide cite video as the type of content with the best ROI.

Don’t make shipping charges a surprise. It is astounding to learn that 44% of shoppers leave a cart due to high shipping cost and 93% of online buyers are encouraged to buy more products if free shipping is included (, March 2014). While the wine industry can’t offer free shipping, you can explore special shipping rates for six-bottle or case purchases to increase average order value and decrease cart abandonment.

Enclose your checkout process to make it as simple as possible. “Enclosing” your checkout means removing the standard navigation menu and only including information and links that are vital to moving your customer forward to purchase. By removing navigational elements, there are no unnecessary distractions. This allows the buyer to focus solely on entering the information necessary to complete their purchase.

These are just some of the choices you can make in any modern ecommerce system to make your customer’s choice easy and get them to vote for your products.

Now, get out the vote!


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