Sam/James/Liv | | Voucher redemption in header | Other successful competitors use this method, e.g. Gousto and Hello Fresh. Strong CTA with offer is appealing to user. | 2/3 consumers won't shop without a discount - Sam | | Removal of CTAS | Too many CTA's is likely to lead to reactance In users, which leaves them with a negative outlook on the site. | Pages with 1 CTA = 13.50% Pages with 2 CTA = 11.90% conversion rate James/Liv

https://www.coglode.com/research/reactance | | WineBank H1 is bigger | More clarity that the user is in the right place. | | | FAQ in footer | Competitors did this, felt like it was like additional info on the homepage that was not necessary. Eliminating distractions will help with flow. | 29.5% landing pages have too much copy leading to poorer conversion rates - Liv | | Social proof | Helps build trust with the user, leading to a better more fulfilling interaction with the site. Other competitors also noticeably used this technique. | 36% of successful landing pages have social proof - James

Pages with social proof = 12.50% conversion rate and without = 11.40% conversion rate - Alex | | Illustrative style | Wanted to explore a different 'aesthetic' for the brand, whilst maintaining the same visual identity. Having a hand-drawn illustrative style is also a way of building trust as the website feels more real and human, due to the drawings. | https://www.avidlyagency.com/blog/en-gb/blog/insights/benefits-of-having-your-website-illustrations-hand-drawn

https://dribbble.com/stories/2021/08/11/illustration-as-a-business-tool

https://rachelsotakcreative.com/2021/12/30/3-ways-illustration-will-elevate-your-brand-identity/ | | Merged 6 points into 3 | Felt there was an overlap between the points, and would reduce text on the homepage if these were combined. If there is less for the user to read, they are less likely to get confused. | | | More upfront on what winebank is | Consumers are more likely to purchase if they fully understand what product they are getting out of it. Don’t run the risk of it feeling like a ‘scam.’ | Following the AIDA funnel, it’s important to capture as many users as possible in the first stage: ‘Awareness.’ Do this by: ‘Use short statements to explain purpose of the product to gain interest whilst not overwhelming’ | | | PRODUCT PAGE | | | image of case more prominent | Want to show off the product. More useful for a user to be able to see the product to feel more inclined to purchase it. They know what they are getting. | | | reduced copy | Reducing the amount of copy and spreading it across the page means users are more likely to read it. And it is important that the copy is read as it explains the product. | Miller’s Law is a cognitive psychology principle that states that the average person can only hold about 7 (plus or minus 2) items in their working memory at a time. This is also known as the “magic number 7”. | | made 'whats in your case' more interactive | Integrates it more into the page, looked like add-ons before. Provides an ‘exclusive’ experience that you’d expect with Virgin Wines | | | Join Winebank | Injects branding onto this page, which is one of the aims for this project | | | Ratings (social proof) | Highly advised. It also adds to luxury of the brand as ratings of products are very high. | 70% online consumers look for reviews | | | BASKET | | | Add ons in basket | Reduces number of pages, reason for why is stated previously. Also encourages user to purchase add-ons as they can see their total and be interested in more discounts. | Known as the ‘basket add’, a tool for driving incremental and impulse purchases. | | Hierarchy/ transparency | Good information hierarchy is the key to great UX, using a grid and moving items around has allowed the basket page to feel more accessible and clear. | Jakob’s law on familiarity- we used a hierarchy similar to most basket pages. |

57% of internet users say they won't recommend a business with a poorly designed website on mobile - Sam