Case Study

Cadman Fine Wines

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Cadman Fine Wines are an independent UK wine merchant based in Castle Ashby. They specialise in providing eclectic, quality wines to a growing audience of aficionados.

Star Digital pitched for the new Magento web build to replace an ageing OS Commerce build with a fully responsive Magento Community solution.

The key to our pitch centred on making it easy for users to filter quickly to their desired wine choices employing any of the attributes that can be associated with a wine type.

Tell Me More

Conversion rates approaching 3%
7.7 page average with 4 minute dwell times
Average order value £250.00

Cadman Fine Wine Website

What We Did

The UX team at Star Digital worked closely with the client to understand typical user journeys, and to create an easy to understand and use system designed to drive conversion rate optimisation across the new ecommerce store.

Category views were extended to allow users to display pricing for bottle, six bottle case and full case prices. Offer and deal attributes were added to give visual cues to browsers as they scrolled through product offerings.

Product detail pages were extended with tabbed data views built from product attributes to show information on key points such as grape variety, wine style, winemaker, optimum drinking window, reviewer rating and name, and alcohol level, all of which are also used in the main home page and category product filters. Further tabs provide extra information on the wine, all of which are optimised for search engine indexing.

A key feature of the web site is the dynamic tasting note facility on every product page that creates a fully branded and styled PDF tasting note for the wine on demand. The UX team directed the Magento developers to ensure that the tasting notes are generated directly from the data stored in the product database, ensuring they are always up to date.

Further content module extensions were added to the Magento build to enable non-technical users to maintain and update the vintage chart and other key content areas without the need for any coding knowledge.

The system was then securely integrated to the Sage Pay and PayPal payment gateways for payment processing with branded order confirmation emails deployed at the point of order.

As part of the project build the digital marketing team at Star Digital fully optimised the Magento Community build for SEO effectiveness by programmatically dealing with page titles, headers, and meta descriptions, configuring the XML sitemaps to auto-run daily and configure the Google search console and Google Product Listing Ads feed.

The Results

Magento Community solution for award winning fine wine merchants

The search engine results for specific wine searches on Google are impressive with a high number of page one results representing a massive improvement on the previous web site. To enhance this a direct feed into the aggregator was added and this now generates 25% of all web traffic with extremely high relevance.

Cadman Fine Wine Mobile Site