Three Spirit Drinks.
Improving UX and driving sales.
Although the Three Spirits team were already enjoying the power of Shopify and a legacy theme with some customisations, there was still so much untapped potential. Consequently, the brand was eager to enhance the user experience for customers and grow the business online, so they signed up for blubolt’s conversion rate optimisation service.
Served neat: the initial conversion review.
In Month One of the process, the team conducted a thorough conversion review of the Three Spirits site. As usual, we made it our mission to find the friction and opportunity by using a mix of quantitative and qualitative research techniques. For example, looking through their data, analysing user behaviour, and getting relevant feedback from both existing and potential customers.
From here, the team delivered one of our signature Optimisation Insights Reports, a comprehensive and prioritised list of recommendations, to show how we could help them improve user experience and increase conversions.
On the rocks: issues with product detail page.
The initial conversion review identified Three Spirit’s product detail page (PDP) as the biggest problem and, therefore, the biggest opportunity for improvement. We analysed the PDP drop-off rates to identify which segments were underperforming. Taking it further, we used a session replay tool to observe users who engaged on the PDP but didn’t then add to the basket. To round out our analysis, we utilised heatmaps and onsite surveys. By combining all of our learnings, we developed a clear view as to which elements of the PDP needed optimisation.
Top shelf: the new Three Spirits product detail page.
While incremental changes to the PDP and A/B testing were an option, Three Spirit was prepared to dive straight in. As such, our UX designers used the optimisation recommendations to create a new product page that delivered the following:
compelling copy to explain how the product tasted and how the drink made you feel,
additional trust signals, like awards, customer testimonials andvideo content, and
clever ways to display the ingredients and drink recipe ideas while keeping the user on the PDP.
Here’s to a +48% add-to-basket rate!
Following the launch of the new PDP designs, the Three Spirit team have enjoyed fantastic results. For example, the add-to-basket rate has increased significantly with a +48% average improvement! In addition, the key ‘New Visitors’ segment has greatly improved, helping the brand to expand its alcohol-free tipples to an even bigger audience. Cheers!
