Challenge

Etching Expressions allows customers to customize etched labeled wine, liquor, beer, and olive oil bottles with personalized messages. They were getting the majority of their traffic via organic search, though were losing sales due to a poor user experience on the site. We needed to create a solution that satisfied SEO criteria (not breaking the current search rankings) while simplifying the user experience—not an easy task. The client also desired a simple admin experience on the backend where they could maintain the website (product and collection uploads) on their own.

Solution

We chose to build the site on the Shopify platform which allows for ease of use on the client admin side while also catering to budget constraints and scalability. The platform also allows for ease of international shipping integration and real-time shipping rates. We developed an intuitive user experience where no matter what page a user enters the site from, they are directed to choose their bottle type, occasion, and label. They are also able to customize a message on the bottle all online before checkout. Post launch, organic search results remain stable, and sales are up. Beyond the online sales, orders are up from calls and contact requests as well.