An online shop for beer lovers.
Dcervezas is an ecommerce business selling craft beer. It had traffic, but converted little of it. In a project that included moving the shop from PrestaShop to WordPress, sales pages for its flagship products, new copy and an abandoned cart automation, conversion rose by 130%. In the same project, the B2B side of the business grew by 25% and memberships by 80%.
Starting point: a shop that didn't convert the traffic it received
Dcervezas sells beer online. Its main problem was conversion: visitors arrived, but few of them bought. The business wanted and needed to grow. What it lacked was a plan.
When we studied the project, we saw that the underlying problem was communication. The website was 100% functional and had no technical faults to fix. But it didn't represent the brand. And its two flagship products, El Club del Lúpulo and El Experto Express, needed better presentation.
When a shop converts poorly, the temptation is to buy more traffic. If the website doesn't explain what it sells or why to buy it, more visits just mean more people leaving without ordering. That is why we started with communication.
What we did: a plan, a new shop, sales pages and abandoned carts
The project had six parts:
- Situational consulting, action plan and marketing.
- Complete website redesign.
- Sales pages for the flagship products.
- Persuasive copywriting.
- Strategies to improve the conversion rate.
- Abandoned cart automations.
First, an action plan
We began with situational consulting: where the business stood, what was holding it back and what it wanted to achieve. That gave us an action plan and a marketing plan.
We reviewed the situation with the client and decided to run a pre-launch phase. Its aim was to improve how the products were presented, the brand image and the customer's reasons to buy.
We also studied the market and sketched out a sales funnel with three jobs: capture leads, warm up the audience and present the product with confidence. The idea is to avoid asking for the sale from someone who has only just met the brand. First you get their contact details. Then you give them context. And once they know the product, you present the offer.
Moving from PrestaShop to WordPress, with a complete redesign
The website had to represent the brand, and that called for a complete redesign. We did it in 2 months. As part of the same work, we moved the shop from PrestaShop to WordPress.
Why migrate instead of touching up the existing shop? Because the change went deep: new pages and a new way to find products. If the shop was going to be rebuilt from scratch, it was the right moment to change its platform too.
The new shop included:
- A product filter based on each customer's likely tastes. People buying craft beer don't always know which style they want, yet they do know what they like. The filter starts from there.
- A range of pages that represent the project, with copy and images in line with its goals.
Sales pages for the flagship products
El Club del Lúpulo and El Experto Express got their own sales pages. A product page shows what is on offer. A sales page explains it: what the product is, who it is for and why it is worth buying.
The Dcervezas pages were written with persuasive copy and backed by images in keeping with the brand. Their job was the one set in the pre-launch phase: present the product with confidence, improve the brand image and give customers reasons to decide.
Focusing on the flagship products makes business sense, because every point of conversion they gain shows up more in revenue.
Abandoned cart automation
In any online shop, some of the people who add products to their cart leave without paying. An abandoned cart automation works with those people. When someone leaves an order half finished, they get an automatic message that reminds them what they chose and takes them back to the cart to complete it.
Once it is set up, it runs on every abandoned cart and works on the traffic the shop already has: people who had already chosen a product and were one step away from buying. Our guide to saving abandoned carts, available in Spanish, explains in more detail how to set up a flow like this.
Results
- +130% Increase in conversion
- +25% B2B growth
- +80% Increase in memberships
All three figures belong to the whole project. The migration, the sales pages, the copy and the abandoned cart automation worked together, so we don't credit any figure to a single piece.
Conversion, the starting problem, is the figure that rose most. With everything in place, the B2B business and memberships grew too.
What you can apply to your own ecommerce shop
- Before buying more traffic, check how much of your current traffic converts. At Dcervezas, conversion was the main problem.
- Check whether your website represents your brand. A shop can be 100% functional and still sell little.
- Give each flagship product its own sales page, with copy that explains why to buy it.
- Help people choose. A filter by taste brings the catalogue closer to people who don't know which style they want.
- Set up the abandoned cart automation early. It works with people who had already chosen a product.
- If you change platform, make it part of a plan. At Dcervezas, the migration was one piece of a project to convert better.
This is how we work with online shops as an ecommerce marketing agency. We cover sales pages and conversion testing in conversion rate optimisation (CRO), and cart, welcome and post-purchase automations in email marketing for ecommerce.
If your shop gets visits and doesn't convert them, get a free marketing audit. Within 7 days we tell you what we would change first, in what order and how much it would cost.