Case Study · Food & Drink
How Vioneers guides wine newcomers to their first tasting set
Vioneers brings wines from small estates to customers in Germany, Austria and Switzerland, with tasting sets as the way in. The curated range is the shop's great strength. We worked to make that strength count for newcomers from their very first order.
I'll show you where your shop loses buyers.
Result
15%
signup rate on the launch landing page.
Turning curiosity into a first order
Small estates rarely have names you know from the supermarket shelf. That is exactly where Vioneers gets its appeal: customers find wines here they would struggle to find anywhere else. Connoisseurs buy straight away. Newcomers see a list of unfamiliar vineyards and grape varieties, and above all they want a good recommendation. Give them one, and they order with confidence and curiosity.
The tasting sets are the shop's elegant answer. They make the first purchase easy and exciting at the same time. The question we set ourselves: how does a new visitor reach that set as fast as possible, what does sign-up need to do along the way, and where do they need trust rather than simply more guidance?
Every step to the first order under review
We took the whole journey apart, step by step, from first contact via an ad or the home page to the first order. Sign-up gets special weight. For many visitors it is the first real step towards buying, so we treat it as a conversion step of its own. Which details are really needed at this point, and what can wait until after the first order?
Through A/B tests we checked how much guidance a newcomer needs before choosing a tasting set. Getting the amount right is a powerful lever. Alongside this, we worked out for each point whether it called for trust or for clarity. Each answer leads to a different measure, and that precision is what makes tests meaningful. We also steered paid social, so the ads and the shop tell the same story.
Curation works best with clear guidance
In our view, curated shops hold a strong card: they can sort the range for their customers before showing it. If you are speaking to newcomers, ask early whether they want reassurance or a recommendation. You can answer both in a targeted way. Sign-up belongs right in the middle of this thinking, because that is often where the first real decision happens. Make that moment lean and welcoming, and you win exactly the visitors who are already ready to buy.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.