The Salisbury Creative Group consultancy analyzed 500 winery sites in order to compile an overview illustrating the current situation of skills in online wine sales by wine cellars. Dear producer, before saying that it doesn't sell online you should make sure that you are not among those who are making these mistakes with their site.
Salisbury's research was exhibited by Wine Merdian and we propose a reworking of it here in order to help you improve your strategy and your online wine sales tools.
We have already talked extensively about how sell wine online and the convenience of a personal e-commerce rather than that of an online wine marketplace depending on many aspects that you have to evaluate. Let's see here instead what are still the defects that the sites of the wine centers that try to sell wine still have and that you must not commit.
The first points that the research highlights are:
1- The lack of form to subscribe to the mailing list.
Here it is useful to make a clarification and an analysis. Is the form, which may pop-up while the user is browsing, necessary?
In other words, are you sure that the emails you would like to send are really interesting and useful for the customer / reader?
In principle, you are dealing with a customer who will execute a maximum of a couple of orders per year on your site. Don't expect there to be all this frenzy to sign up for the form.
On the other hand, you can incentivize registration by guaranteeing a 10% on the first order or a free bottle. And the emails you send will have to mainly concern offers and promos. In fact, customers, already overwhelmed by hundreds of emails, prefer emails in which something of value is given such as a discount.
Also collecting email addresses with a form allows you to send strategic newsletters in the right periods or use contacts for Google and Facebook Ads.
The collection of the customer's address can take place at the time of the order, on the shopping cart page. But if the customer never gets to that page, why doesn't he want to close the order?
Having his email address is the starting point for communicating with him and convincing him to close the order.
It is also interesting to note that the vast majority of winery sites do not provide a valid reason or incentive for people to sign up for the newsletter. And the invitation «Subscribe to our newsletter», we assure you that it is not good enough.
Rather, the invitation should make it clear what the customer gets by signing up such as:
- Access to special offers
- Access to limited editions
- Notices relating to winery events
- Possibility of free shipping
- Night expedition
- Percentage discount on the first order
- Access to VIP experiences
And leverage on pluses such as:
- Temperature controlled shipping
- Wine-based cocktail recipes, food-wine pairings, etc.
- Wine training resources
- Corporate gifts
- A written promise not to send too many emails
- Surprise discounts
- Exclusive offers via email only
- Pop-ups for collecting email addresses work, if you know how to use them correctly with everything that revolves around them.
2 - The correlation deep enough between the presence of links to social networks on the websites of the wineries and the number of followers on social networks.
We are moving more and more towards omnichannel. Encouraging users to follow social profiles can be a good way to then communicate with them on these channels. But be careful… a real one communication and marketing strategy it's another thing.
3 - Most wineries are not yet making adequate use of the advertising on Facebook and Instagram (beyond the simple increase in posts).
This is well known and obvious. First of all because the owners of the cellars themselves do not know the potential and the instrument. And secondly, because wineries are generally not structured sufficiently with professional figures in their staff who master these tools.
Third, because Facebook ads are believed to be created with the button Promote Post that Facebook offers us under each post. But that's just the button that activates the money-eating machine. A structured and reasoned campaign with Facebook Ads is another thing and is managed by another management panel that gives the possibility to access many different functions and types of advertisements.
Most wineries do not know anything about the Facebook Business Manager necessary to manage the ads and even less about the Facebook pixel, which is essential for tracking visitors to their site or ads and running remarketing campaigns.
Finally, it must be said that a campaign based on € 3 per day of spending will not lead to much. So things must be reasoned by knowing the system.
4 - There is a profound lack of understanding of what is really needed to be successful in selling wine online.
This is probably the key point. Too often we see manufacturers wanting to take actions and structure tools without having a real knowledge of what the online world and online sales are all about.
This is why Civinization supports the wineries directing them towards the best solutions for the sale of wine and structuring the most sensible tools for them..
Furthermore, the research has shown which are the most common defects and shortcomings among the sites of wine producers:
- Slow pages to load
- Low quality images
- Lack of quality blog content (blogs were non-existent, too short, or poorly curated)
- Lack of alt-text on images
- They are not mobile-friendly
- Too much text
- No white space
- No clear user path
- No call to action
- No SSL certificate
The company website of your winery can be a valid tool for sell wine online once equipped with an e-commerce and sales strategy that includes Facebook and Google ads, but it is certainly already a business card for you and your wines. So don't overlook it!