You've probably guessed by now that we love Halloween here at Vin65. You also know that we're passionate about you selling more wine. This time of year, your online sales are taking off while customers prepare for the holiday season. Don't make these mistakes on your winery website:
1. Not sending abandoned cart action emails
Do you have abandoned cart action emails setup? You should. It's a no-brainer, like hiding trick-or-treat candy from your big brother. Reminding customers about items in their shopping cart via an automatic email drives them back to your site to complete their purchase. Otherwise, it's out of sight, out of mind. On Vin65, abandoned cart emails have an open rate of 62.3% and a click through rate of 19.1%. If you're sending abandoned cart action emails - people are reading them.
2. No guest checkou
I like your wine - but I don't want to remember another password. Customers in your tasting room don't have to fill out a long form, so why do it online? Just like Halloween, I want to get my treat and move on to the next house; the house that gives out the full sized Snickers bars have a limited supply!
Too much information. Stick to the skelton version; ask only what you need to send me wine.
61% of ecommerce big players require seemingly unnecessary information, and every single test subject complained about a website asking for too much information, according to the Baymard Institute.
If you must ask questions, at least explain why. Wanting to know my favorite varietal? Follow it up with a note that you'll email me when said varietals go on sale for first dibs. I'd be much more inclined to enter that information.
4. Hiding shipping costs
If you're hiding shipping costs and ship-to states until the end of the checkout process, you're only postponing cart abadonment. The potential customer just thinks your checkout is worse than getting a pack of Sun-Maid raisins in your candy loot. Be upfront; state your costs and bonus points if you do that right on the wine page.
5. Not capturing email addresses
Real life connections require work to build and maintain relationships - so ask for that email upfront. It's the best way to drive sales to your online store. Every person coming in to your tasting room should be leaving their email address. Use offline to get them online, tell your story and treat them as special guests, every time.
What's the scariest thing you've seen on a winery website?