Here are two questions to improve your winery Web site:
- What action do you most want your visitors to take?
- Are you making that action as effortless as possible?
- People who want to buy your wines right now (buyers)
- People who want to resell your wine (distributors, wholesalers, restaurants)
- People who who want to tell others about your wine (the media)
- People who want to find other information about your winery and wines (browsers)
As part of making it easy for buyers to reach their goals, I strongly encourage wineries to use the phrase "Buy Now" as part of their main navigation, as opposed to "Wines" or "Online Store" (or worse, something more cutesy and less obvious). You might want to keep "Wines" as a navigation item for those seeking information, but it's not a call to action for people who arrived with the goal of buying your wines. "Online Store" identifies a location where your wines can be bought, but again, it's not as clear a call to action.
- How many clicks does it take to buy a bottle of wine on your site? What can you do to reduce that number?
- How many clicks to buy your most popular wine?
- Do people have to sign up before they can add something to their cart?
- Do you offer a buying suggestion on every page of your site?
- Do you offer one-click ordering for previous customers?
- Do you tell them about restaurants and retailers where they can buy your wine offline?