Sustaining engagement: Boosting user subscriptions at Laithwaites Wine
Context:
The Laithwaites Wine Story
Laithwaites Wine, a family-owned wine seller for over 50 years, was founded by Tony Laithwaites' passion for sharing authentic Bordeaux wines. Today, sourcing directly from family wineries and offering 800 selected wines yearly, Laithwaites maintains quality, value, and sustainability. With 454 winemakers and a focus on eco-friendly practices like offsetting delivery emissions, Laithwaites responsibly connects wine lovers with exceptional wines.
Success Story
Bringing clarity to subscription pricing in a complex pricing ecosystem
The subscription service at Laithwaites Wine offers substantial value, quality and convenience for customers, however, the journey needed optimisation to drive conversions and enhance customer retention. The challenge lay in effectively communicating subscription pricing amidst an already complex tiered pricing structure, aiming to avoid choice overwhelm and prioritise a user-centric approach.
Approach and Execution
Strengthening Foundations:
Experimentation supported a complete rework of the existing pricing panel content, establishing a robust foundation for incorporating additional pricing options like subscriptions.
Content Optimisation:
Subscription content was revamped and tested with the user in mind, addressing purchase barriers to foster trust and confidence. A mobile-optimised UX intended to resolve device level performance disparities.
Cart Upselling Enhancement:
Optimisation strategies enhanced visibility and simplified the purchase process to boost subscription conversions among high-intent users.
Key focus
- Customer retention
- Addressing barriers to purchase
- Building on upselling opportunity
Key Points and Success Highlights
Data-Driven PDP Launch:
Laithwaites launched a data-driven update to pricing panel content across product detail pages, serving a more streamlined experience to facilitate comprehension of the product offering.
Enhanced Subscription Approach:
Users were more engaged and informed as subscriptions were seamlessly integrated into the primary purchase decision through well-structured content, emphasising key messages to support higher conversion rates.
Impact:
With a 3.9 percentage point increase in add-to-bag clicks, the updated product detail page design is effectively encouraging purchase behaviour. Additionally, optimising upsell activities at the cart stage has resulted in a notable 4 percentage point rise in subscription sales. This improvement at a critical point in the funnel supports Laithwaites' long-term focus on customer retention.
+3.9%
Increase in add to bag clicks
+4pp
Rise in subscription sales
Programme in focus
Thoughts from our collaboration
We asked those working on the programme each day to share their thoughts on working together.
What the client said
"Working in partnership with Conversio we’ve seen tangible performance gains over the recent years. They’ve been able to help us tackle particularly complex areas, across multiple purchase points, by introducing a more user-centric approach to testing, and a roadmap of future test iterations. Data is at the heart of what Conversio do, which enables us to work with experts in identifying key pain points/opportunities and looking at suitable solutions to address these via a robust, but flexible, test plan."
Dave Wood, Head of Digital Performance
What we love
"Laithwaites take a disciplined approach to optimisation, prioritising strong foundations across a complex product and pricing landscape. Together, we use testing to validate investment and measure success through metrics that make strategic sense, not just short-term conversion.."
Beth Hodge, Head of Client Success
What Other Clients Say
"I highly recommend Conversio to any business looking to optimise their online presence and drive measurable results. Their professionalism and dedication make them a standout partner."
Shelby Moncherry Desfosse, Ocado
Digital Product & Optimisation Lead
"Data is at the heart of what Conversio do, which enables us to work with experts in identifying key pain points/opportunities and looking at suitable solutions to address these via a robust, but flexible, test plan."
Dave Wood, Laithwaites Wine
Head of Digital Performance
"Conversio provided incredibly valuable insight to support and extend upon core business strategies allowing us to channel focus on site areas with the highest potential; critical amidst challenging trading conditions. A series of targeted tests, despite their simplicity, drove significant revenue gains translating into a positive trend shift for topline metrics. This process is an important aspect in being able to quantify the value the CRO programme and Conversio add to the business. We’ve formed a strong working relationship with the team over the last few years and have every confidence in the guidance and recommendations that they make."
Jamie Russell, Monsoon
Ecommerce Manager
Achieve Success
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Common Questions
Your Questions, Answered
What services do you offer?
We offer comprehensive optimisation, experimentation and personalisation as part of our bespoke programmes which encompass a broad range of disciplines including analytics, data warehouses, workshops, UX design etc.
How do I get started and is there a trial?
We recommend a 6-month Activation Period which facilitates onboarding, discovery workshops, analytics, tools and programme setup. Depending on goals and objectives, we will agree success metrics for the period to measure performance with no lock-in if these are not met.
How much do your programmes cost?
Our programmes are tailored to your stage and need, and we use a series of assessment and qualification criteria to establish the right balance of strategy vs. execution. This can include data and analytics, audience segmentation, software and tools. Broadly speaking, entry-level programmes start from around £10,000 per month.
Do you work with small businesses?
Absolutely! We are passionate about helping businesses of all sizes thrive. There are some pre-requisites in order for us to be able to deliver value and run a successful programme, such as a min. 150,000 MUVs. These are assessed on a case-by-case basis.
What makes Conversio different?
We take a very different view of experimentation. We were founded on the principles of honesty, transparency and sustainability and these values are woven into the fabric of everything we do. No inflated results or metrics, no manipulative tactics. Just humans engineering for humans.
What is your typical programme timeline?
For the purposes of achieving significance, our Activation Periods usually run for 6-month with onward programme terms of 12 or 24 months. Naturally a longer term enables us to offer more favourable, incentivised pricing.