Beacon Down Vineyard doubles their revenue through UX & SEO
Beacon Down is a beautiful vineyard near Heathfield in East Sussex who are looking to expand their operations and grow their business. In the 3 months leading up to us approaching Beacon Down mid-December, well into the busy Christmas period, website traffic was on the decline with users and new user both down by 15% vs the previous 3-month period. All other KPIs were also in decline except revenue which was up by nearly 8%. This was expected due to Christmas sales arriving from November payday.
Here was the situation mid-December:
Users 15% ↓
New Users 15% ↓
Sessions 12% ↓
Bounce Rate 18% ↑
Pages/Session 4% ↓
Avg. Session Duration 18% ↓
E-commerce Conversion Rate 3% ↓
Transactions 15% ↓
Revenue 8% ↑
Townley-Jones was commissioned to turn around this trend by boosting traffic, conversion rates, and therefore revenue. After conducting website and search engine optimisation (SEO) audits we set to work first thing in January focusing on conversion rate optimisation (CRO) first, followed by SEO.
Results were observed at 10 weeks following our first optimisations*:
Users 16% ↑
New Users 15% ↑
Sessions 39% ↑
Bounce Rate 9% ↓
Pages/Session 6% ↑
Avg. Session Duration 32% ↑
E-commerce Conversion Rate 65% ↑
Transactions 130% ↑
Revenue 110% ↑
Townley-Jones are pleased to have had the opportunity to work with Beacon Down and to have made a real difference to their business. Not to mention enjoy some of their amazing wine in the process!
*Compared to the previous year to filter out Christmas sales in the previous period
Paul is a digital marketing expert, strategist, and Managing Director of Townley-Jones Ltd. He has a long history in the health & wellness and food & beverage sectors, and ideally likes to work where these two industries intersect.