VIRGINWINES.COM HOMEPAGE REDESIGN
Concept, wireframe, final design
My goals for the redesign were to increase user engagement, improve site navigation, and implement a mobile design solution while maintaining brand consistency.
Visual hierarchy / primary call to action
The wine club introductory offer is one of the most important recruitment tools for the Virgin Wines brand, so it made sense to bring it to the top of the page and make it the main focus. Unidentified visitors will see the recruitment offer, while identified visitors will see another top wine offer.
With the success of recent initiatives to collect customer favorites and preferences, we had the ability to use this data in a powerful way to customize the homepage experience with targeted banners and personalized wine recommendations. Is the customer a fan of white wine? Show them the latest Chardonnay offer. Did they recently make a purchase? Recommend similar wines they will love.
Each section of the homepage has a wayfinding purpose. One major change in the redesign was the addition of quick navigation pods in the second row, allowing visitors to immediately begin shopping in their area of interest.
Additionally, there's an improved mobile-friendly menu, email capture, and updated footer layout.
I used a Bootstrap grid-based layout to design the desktop, tablet, and mobile version of the site.
The redesigned homepage saw a 19% increase in conversion rate and 17% increase in revenue for identified visitors over a two-month period of A/B testing. User engagement (banner clicks / unique visitors) rose by 78% for unidentified visitors, with strong interest in the main recruitment offer and newly-added quick navigation pods.