We all understand that they are different kinds of people. Some people are on the edge and want the latest product, some people want the tried and true, and other people are crowd followers and want what everyone else has.
Seth Godin writes in his post today: "Some people want to do things because they are interesting. Some people want to do things because they work. Some people want to do things because everyone else is doing them."
Now take Seth's quote and change it to wine sales. Some people buy wines because they are unique or they want to try something new. Some people buy wines that they have previously tasted and they know are good. Some people buy wines because everyone else is buying them.
Too often a web page is designed for a single type of person. Typically the website designer or website owner fits into a specific type of person and they design the web page for how they would buy wine.
So how do you setup your page to market to these different kinds of people
For the people who want to buy your unique or new wines, you can have a pod showing your latest or featured wine. For people who want their tried and true product, make it easy for them to find their product (via search, or via an easy to understand navigation). For the people who want to buy wines because everyone else is buying them, you can show them the most popular wines, or highest rated wines. Amazon and other ecommerce stores often have a "people who purchased this product also bought this product".
Remember not everyone shops the same way.