Case Study: The Wine Collective achieves insight-led eCommerce and a 5.3% conversion uplift with Kameleoon

The Wine Collective Moved from a gut to an insight-led eCommerce player with Kameleoon

The Wine Collective is an Australian direct-to-consumer wine marketplace that hired CRO lead Larissa Enright in 2020 to drive personalization and conversion optimization. Although the company invested heavily in paid acquisition, it lacked the analytics and testing tools—plus Shopify-compatible integration—to understand customer behavior and make data-driven decisions, so much of optimization was done by gut.

They selected Kameleoon for A/B testing and personalization, running a seven-day proof of concept and quickly building winning tests (for example, restoring social-proof reviews) and targeted campaigns for loyalty members during peak periods. The result was a shift to insight-led decision making with a 5.3% lift in conversion rates (5.26% in campaigns), a 15% increase in top-channel conversion, and an 18% reduction in bounce rate, along with better ability to target and reward top customers.

The Wine Collective

Larissa Enright

CRO lead