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Increased a Wine eShop’s CTR (Click Through Rate) from 6.7% to 35.1%
Overview
- Client: Wine Office
- Industry: Wine / hospitality
- Scope: Customer research, messaging strategy, copywriting, landing page design
- Goal: Increase qualified click-through into the eShop
- Test setup: 50/50 server-side A/B split between the original homepage and the new landing page
- Traffic sources: Google Business Profile, Facebook, Instagram
- Result: Primary CTR (click-through rate) increased from 6.7% to 35.1% — a 424% improvement over the original CTR, a 5.2x CTR increase.
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The Problem to Solve
Wine Office had a strong in-person business as a wine bar in Prague, but its eShop was underperforming. The existing homepage looked modern and functioned well enough, yet it simply wasn’t selling enough to justify the cost of running it. As the co-founder Dominik had put it by saying “It’s pretty much dead.”
For traffic arriving from Google Business Profile, Facebook, and Instagram, the path into the eShop was too easy to miss from its web homepage. The experience lacked a clear value proposition, strong buying motivation, trust-building support, and a focused conversion path.
Our Approach
We set out to test whether a dedicated, sales-driven landing page (LP) could outperform the original homepage in brining in people to the eShop.
Our work included:
- Customer research + AI-enhanced desktop research
- Clear messaging strategy
- Specialist copywriting with focus on using the right stories to tell with the right words
- Landing page design with solid usability practices
Using a Lean UX proto-persona framework, we interviewed the co-founder, Dominik, who also works as the bar’s sommelier and interacts with customers daily. That direct exposure to customer motivations, frustrations, and buying behaviour made him a strong source of insights. This guided the LP’s messaging, value propositions written, trust elements, and CTA (Call-To-Action) strategy. This was coupled with AI as our copilot navigating through thousands of case studies similar to it, supporting with speed and data to base our decision-making.
What We Changed
Instead of relying on broad homepage messaging, we created a dedicated landing page (existing within the same domain name of “wineoffice.cz”) built specifically to drive qualified visitors into the eShop.
The new single-scroll-1-page focused on:
- Clearer value proposition
- Stronger headline and CTA hierarchy
- Trust-building sections and testimonials
- Messaging based on real customer insight
- Smoother path from interest to click-through
We also structured measurement around:
- Primary conversions: clicks into the eShop
- Secondary conversions: clicks to the bar website or menu
- Tertiary engagement: supporting interaction signals
Key Takeaways
The problem online was not the product. It was the path.
Wine Office already had a strong offer, but the original homepage did not convey this message through its collection of typical marketing garble which people typically disconnect within seconds these days. To put it simply, it was rather fragmented and generic.
By combining customer insights, sharper messaging, and a more sales-focused landing page structure, we created a stronger conversion path and significantly improved click-through into the eShop by using the right words supporting the business’s promise to the customers.
Need Help?
Find out how we can boost your site’s CTR too. Simply get in touch with us and we can guide you through what options you have.
Results
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Improved the CTR by 5.2X: The original homepage generated a 6.7% primary CTA (Click-Through Rate). The new landing page achieved a 35.1% primary CTR.
That’s a 424% improvement over the original CTR, or a 5.2x increase in CTR. -
41.8% secondary conversion CTR: The landing page also produced a 41.8% secondary conversion CTR, showing stronger engagement with the wider Wine Office offer.
This was proven by the below stats of the number of clicks:
- To view the wine menu
- To enter into the Brand Homepage
- To view the Bar’s location on map - Click to View Live Landing Page: https://lp.wineoffice.cz
3 typical Web Issues Businesses Owners Face
Consider adding a strong Call‑To‑Action (CTA) that is prominent and clarifies the path forward. Simplify navigation, remove friction, and guide visitors toward what matters most — purchases, bookings, or leads.
Tell a simpler story with clear soundbites of what problems you solve and for whom. Refine your brand story/messaging across the entire site, and show visitors why you’re the confident choice to click “buy” or “book’.
Strengthen trust at every step by streamlining checkout, reinforce clarity with social proof, and make buying feel safe, not risky.
Do you need help with your website? We can guide you through these pitfalls and take it off your to-do- list, to freeup your time & mind space. So that you can focus on your business.
