Cameron Hughes Wine
Cameron Hughes is an online wine retailer. Cameron and his team have worked within the wine industry for decades and are trying to apply their insider knowledge to negotiate better prices for customers. Heat-maps and analytics revealed a large amount of customer drop-off as well as a pain-point using the website navigation. Customers lead to a new release landing page found themselves stuck when trying to browse other products. While their effective marketing of their limited edition lots was holding up their online sales the path of discovery for other shoppers was minimal. They needed to rethink the website taxonomy, merchandising, discovery path, and purchase flow while keeping the new design similar to the existing design feel. The finished design was received with a 35% conversion rate increase. 


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