The Merchant23 Blog

Digital Merchandising for Wine Sales

Dec 2, 2019 5:00:00 AM / by Cyrus Azari

wine sales digital marketing what it looks like

This is totally what digital merchandising looks like

Wouldn’t it be nice to sell wine without doing a damn thing?


Dozens of winery websites are poorly set up for having e-commerce transactions. 


They’re missing out. Once your website is online it can be accessed 365/24/7, and save for the domain cost, it's basically free real estate for your business. Couple that with a nice wine label and you can create an incredibly impressionable business. 


With the proper layout and strategy, your website can become a passive moneymaker for your business. 


Like I said before, wouldn’t it be nice to sell wine without doing anything? (A well designated buyer persona is key for this to work, by the way...) 


If you’re with me, let us begin my friend. 


What Makes a Good Website for Driving Sales

By definition, a customer cannot try your wine on your website! They can, however, be driven to take certain actions based upon how your website is set up. 


There are many, MANY elements that go into good website design, so instead of telling you, I’m going to show you. These are websites that are set up to generate sales. 


Crown Wine and Spirits


Marquis Wine Cellars


Estate Wine Cellars


Look at each of these websites. Do you know what they all have in common? You know EXACTLY why you’re there within 1 second of seeing the page. 


First impressions matter. 38% of people will stop engaging with a website if the content/layout is unattractive. You got 10 seconds to make sure they know why they are there, and make a positive impression before they leave. 


Pretty, but Not Made for Sales


Now, take a gander at what VinBound said are the “BEST” winery websites in this list:


While pretty, these websites are terrible for converting traffic into customers. 


They do a great job of telling the story of the winery and such, and without a doubt are very pretty, but they aren’t geared towards bringing in sales. 


This doesn’t give you more eCommerce sales. It makes for the pleasant viewing experience, but pretty doesn’t translate to money.


They take FOREVER to load on an older computer or slower connection. These websites also rely on a lot of pretty scrolling pictures/images/videos. 47% of people expect a web page to load in 2 seconds or less. 


The solution? Don’t predicate your website on glamor and flash, predicate it on capturing visitor attention and funneling them towards making a purchase by making that as seamless and as easy as possible - the one-click patent for Amazon has expired, maybe you could do something similar to your website? 


A website layout can make or break your website.


Don’t believe me? Well….


48 percent of people cited that a website’s design is the No. 1 factor in determining the credibility of a business. No credibility = no sales. 


 62 percent of companies increased their sales by designing responsive mobile platforms for their websites. Your customers are using smartphones to access your website, are you prepared for that? 

61% of mobile searchers are more likely to contact a local business if they have a mobile-friendly site. Being “responsive” to mobile is more important than ever! 


One last note, are you collecting e-mails from your website traffic? Here are 8 ways you can do that on your website.


I hope this article helped with re-thinking your website design. We also have an eBook on how to get started with a winery direct program at our business. Download it below.


Written by Cyrus Azari

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