Laithwaites Wine



Laithwaites is a leading wine merchant. Our goal: to produce a step change in the conversion rate and revenue performance of the Laithwaites site, in the context of a tough competitive environment.


Through A/B and multi- variate testing, combined with traditional analytics and session recording, I developed a deep understanding of customers' needs, their behaviour online, and where on the conversion path they were struggling. Improvements and learnings were eventually rolled into a full site redesign, with a radically improved UX and brand implementation.


Increased online sales by 25% in 2012, and a further 10% following re-design. Site ranked as the #1 site in their sector by The Independent.