Reducing Customer Fricion to
Grow Wine Club Membership
+0%
Wine Club Memberships
+0%
B2C Sales
IMPROVED
SEO
Overview
Established in 1844, Weavers Wines is a family-run independent wine merchant with a long history in the industry and a loyal customer base across both in-store and online trade. When the partnership began, they needed a more dependable Magento partner after confidence in their previous support had been lost.
Our role has focused on rebuilding trust through reliable support, improving website performance, strengthening organic visibility, and making ongoing improvements to the customer journey. Alongside this, we’ve supported the growth of their wine club membership through a more considered, customer-led approach.
The Challenge
A key objective for Weavers Wines was to grow their wine club membership. The existing sign-up journey allowed customers to subscribe online, but asking them to commit too early created hesitation.
Potential members had natural questions:
What plan is right for me?
How often should I receive wine?
What if I don’t like the selection?
How easy is it to cancel?
This uncertainty limited sign-ups. The goal was to increase interest and engagement without asking customers to commit before they felt ready.
Removing Subscription Friction
Instead of asking customers to subscribe straight away, we introduced a low-commitment expression of interest model. Customers could submit basic details first, giving the Weavers Wines team the opportunity to personally follow up, answer questions, recommend the most suitable plan and build trust before commitment.
By reframing the journey from a subscription purchase to a guided conversation, wine club membership increased by 40% compared to the previous year.
Personally follow up
A chance to speak to customers before they commit.
Answer questions
Remove doubts around plans, frequency and flexibility.
Recommend the right plan
Guide customers towards the most suitable option.
Build trust first
Make the wine club feel easier and less risky to join.
Strengthening Organic Visibility
Weavers Wines has a highly categorised website, organised by Wine Type, Region, Grape, Food pairing and other specific characteristics. This structure creates significant SEO opportunity, but also complexity.
We’ve focused on technical SEO, ensuring:
We focused on the technical SEO, ensuring
Layered navigation is optimised
URL structures are clean and strategic
Category architecture supports search intent
How easy is it to cancel?
As a result, rankings have improved across a range of targeted search terms, strengthening long-term organic acquisition.
The Outcome
Through customer insight, technical optimisation and ongoing website improvements, Weavers Wines has seen stronger engagement and growth across key areas.
Wine club membership increased by 40%
B2C sales increased by 31%
Organic visibility improved across key search terms
Customer hesitation around wine club subscriptions was reduced
The growth has not come from a major rebuild, but from considered, incremental improvements that make the customer journey clearer and easier to act on.
Ongoing Conversion Improvements
Beyond the wine club and SEO work, we continue to refine the website experience through ongoing conversion improvements, including:
- Improved product labelling and clarity
- More consistent page design
- Small refinements to reduce friction
- Ongoing improvements to key customer journeys
Together, these improvements have contributed to a 31% increase in B2C sales.
What We Continue to Support
Our work with Weavers Wines continues to focus on:
- Technical SEO refinement
- Ongoing conversion improvements
- Supporting wine club growth
- Ongoing Magento support and optimisation
The platform continues to evolve in line with customer behaviour and the wider goals of the business.
In their words
I have been working with agencies who say they can develop a Magneto. Despite all the promises from these other 'experts' they promise a square and deliver a circle. This is totally not my experience with 2simplify. They get it right on time, to spec and usually first time. If there is ever a problem they move heaven and earth to sort it.
Looking to remove friction from your Magento customer journey?
If customers are hesitating, dropping off, or not taking the next step, we can help identify what’s getting in the way and make practical improvements across conversion, engagement and organic visibility.