Case Study: Virgin Wines achieves £113K quarterly revenue uplift and boosts conversions with Webtrends Optimize

Virgin Wines “Pre-mixed case” multivariate test delivers full-bodied growth

Virgin Wines, the UK's #1 online wine retailer, faced a conversion challenge on its popular pre-mixed case pages: customers found the page content hard to scan—especially on mobile—which may have limited sales of bundled offers. To address this, Virgin Wines engaged Webtrends Optimize to run programmatic multivariate testing and page optimisation across desktop, tablet and mobile.

Webtrends Optimize tested two changes: replacing paragraph descriptions with bullet points and showing the bundled discount as a percentage (with a monetary-value variation and the original control). The bullet-point variant increased clicks to product pages but hurt conversions, while the percentage-discount variant delivered almost 3% more add-to-basket clicks and nearly a 2% uplift in online bookings—driving a projected £113,000 additional revenue per quarter. Webtrends Optimize’s testing strengthened Virgin Wines’ confidence in a data-driven optimisation program.

Virgin Wines

Stuart Brown

Head of E-Commerce