Macy's Wine Shop had steady traffic and a trusted brand, but the path from landing to purchase was leaking at every step. High-intent shoppers dropped off before adding to cart, and again before checkout. The brand needed a partner who understood both the wine industry and the technical side of conversion optimization.
Amplify stepped in with a focused, funnel-wide strategy designed to deliver results fast:
CRO Audit: Complete review of the buying journey to pinpoint where shoppers dropped off and which fixes would move revenue fastest.
Homepage Optimization: Rebuilt the first page every buyer touches to sharpen the path into the shopping experience.
Product Page Optimization: Reworked product pages to reduce friction and turn browsers into buyers.
Wine Club Page Optimization: Extended the same approach to the wine club page, where subscription intent runs highest.
Macy's Wine Shop saw measurable impact across every stage of the funnel:
- +18% Conversion Rate — More visitors turning into paying customers
- +53% Added to Cart — Sharper homepage and product pages driving stronger buying intent
- +7% Reached Checkout — More shoppers carrying that intent into the checkout flow
- +21% Completed Checkout — Better-qualified carts converting into finished orders
Amplify turned Macy's Wine Shop's buying journey into a higher-converting revenue engine.
What We Delivered:
- Full CRO audit across the buying journey
- Homepage and product page optimization
- Wine club page optimization
- Friction analysis and drop-off diagnosis at every funnel stage
- Ongoing performance analysis and iteration
