Bacardi recognized the importance of a direct-to-consumer (D2C) strategy for the future of commerce and created the new D2C brand Twistails to sell at-home cocktails. However, despite hiring several agencies to build the brand and store, Bacardi was not seeing the number of conversions they desired. Bacardi hired JDThomson to increase their conversion rate, average order value (AOV), and improve user experience (UX).

As part of our 90 Growth Labs service, we worked with Bacardi’s executive team on a new D2C brand in the UK under the Bacardi umbrella. We began by conducting a 360 Marketing Audit to gain a better understanding of the customer and overall user experience. This helped us identify any conversion leaks or growth opportunities that the original website developers may have overlooked. After completing the audit, we provided Bacardi with a detailed report that included tracking implementation, quick win suggestions, and test recommendations.

Our team then created a 90-day growth plan that laid out the implementation of agreed-upon quick wins and growth experiments to increase the conversion rate, AOV, and customer purchase frequency.

Our approach included the following:

• Conversion Optimization: We identified key areas of the website that could be optimized for conversion, such as the checkout process and product pages. We implemented changes to improve the user experience and simplify the checkout process, resulting in a smoother and more seamless purchase journey.
• Personalization: We used data to personalize the user experience and improve the relevance of product recommendations. By analyzing user behavior and purchase history, we were able to create tailored product recommendations that increased the AOV and customer purchase frequency.
• Testing: We conducted A/B tests to determine the most effective messaging, CTAs, and UX elements. By testing different variations, we were able to identify the most effective elements and optimize the website accordingly.