Descorcha
Descorcha is the virtual store of Concha y Toro Winery, one of the most admired wine brands in the world. In its expansion plan for the rest of Latin America, Descorcha needed to consult the adequacy of Chilean e-commerce to the needs of other countries. Through a usability analysis and benchmarking, it was possible to suggest some possible improvements. Here, we will analyze what the improvements were and how they impacted the business.
Goals of the project
Suggest specific adjustments that would adapt Chilean ecommerce to the Brazilian public without changing the platform already used.
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Home
USE OF MAIN CAROUSEL
The main carousel, in addition to being an artifact well known by Brazilians, allows the presentation of products in a more prominent way, in addition to enabling promotional actions.
Examples: World Wine and The Bottle Club
MAIN CATEGORIES OF VISUAL AND HIGHLIGHTED FORM
Visual appeal of those most accessed and top categories, drawing users' attention to more products.
Product Showcase
COUNTRY AND TYPE
Include country and type information in the product window, reflecting the classification most used in purchases in physical and virtual spaces.
Examples: Divvino
PUNCTUATION
Using score labels adds value to the product in addition to being a recurring practice in the Brazilian market.
Examples: Mistral
Product and Category Page
INCLUDE IMPORTANT INFORMATION
Showing a summary of important information, such as type, country, region, harmonization, grape in the first part of the product helps the user with the purchase decision, especially those who do not seek greater specifications.
Examples: Evino
ORDERING
Include sorting by newest, best sellers and biggest discount.
Examples: World Wine
Checkout
AUTOMATIC FILLING FROM ZIP CODE
Using automatic filling facilitates the registration of the user's delivery information and avoids typing errors in the address.
Examples: Mistral
Results
I showed above some of the suggestions for improvements that were applied to Descorcha's ecommerce after the analysis. With these changes and not only with them, the total number of visits increased by more than 37%.