Online shop optimisation with regard to online marketing & user experience

What’s it about?

Würzburg is famous for its numerous wine festivals, which are an important source of income for the various regional wineries. Due to this year’s COVID-19 crisis, however, the wine festivals could not take place. Thus, the website of the winery Weingut Bruno Bienert from Volkach was optimised and a new social media account in Instagram and Facebook was established.

The aim of this project was to improve the organic visibility of the website in Google, to increase the usability of the website as well as brand awareness through the use of social media.

The project started with a competition analysis, which generated new ideas for the winery. Tracking tools such as the Google Tag Manager, the Google Search Console and Google Analytics were set up to measure the success of the optimisation measures. The website was adapted in accordance with the General Data Protection Regulation. In terms of SEO, off-page and on-page optimisation measures were carried out. Paid Advertising through Google Ads was also used.

In the area of conversion optimisation, the website was examined and optimised for accessibility. Various analysis techniques were also used to find and improve the weak points from the user's point of view.

The question of how the cancelled wine festivals could be replaced was also addressed. To this end, various concepts for "Wine Festival at Home" and the associated marketing were developed. For example, the sending of wine packages with matching recipes or a mobile bar stand.

With the help of social media channels, brand awareness should be increased and the winery should remain present and be able to interact directly with the target group. Through regular postings and a great deal of interaction with the target group, approx. 170 followers could be established within 2.5 months. We also worked with Instagram Ads and Instagram Shopping.

Who’s involved?

Leonie Laskowitz, Lukas Rittmaier, Pauline Weber, Leonie Zech (students in their 6th semester of the bachelor’s in E-Commerce during the Research Project)

Supervised by: Prof. Dr. Christina Völkl-Wolf