Boost
tasting
rate

Hosting a tasting event, the client sought to increase appointments for potential tasters, driving sales and business growth. Our research focused on the behavioral patterns of potential tasters. Traditionally, the industry assumed that the creation of tasting appointment lists directly impacted foot traffic at the event. Therefore, our target was to optimize the conversion of online ad traffic into reserved tasting appointments. However, upon merging and analyzing event foot traffic and website traffic data, we discovered that website traffic, rather than online appointment conversions, correlates positively with event foot traffic. In essence, investing in online ads might not proportionally increase sales opportunities; the key lies in consistently growing website traffic. This insight, coupled with user interviews on website usage, revealed that potential tasters don't necessarily visit the event after filling out an online tasting form. They often browse the official website to gather detailed information before directly visiting the event for the tasting experience. Therefore, instead of blindly increasing online ad investments, focusing on cultivating detailed wine information on the website, maintaining updated and enriched content, and improving the site's SEO to continuously attract potential tasters, enhances event foot traffic and conversion rates. After the website content was enriched, tasting appointments grew significantly by 40%, saving the client 26% of their ad budget.

Responsibilities: Data analysis, SEO, UI/UX optimization, concept proposals, web design, and copywriting.