Success story: Decántalo increases its CRO to 20% by proactively and visually recommending its wines

Do we eat with our eyes? Decántalo is an e-commerce specializing in Spanish and international wines who, through their online store, have created a space for the whole winemaking sector: wineries, sommeliers and consumers.

From their over 1000 m2 Barcelona warehouse, they manage the entire sales process: product stocking, wine conservation, logistics and personalized assistance for their customers.

“One of the main difficulties in selling any product online, and especially in the food sector, is the barrier between the buyer and the seller. Personally, we have a catalog of almost 5,000 products with different characteristics, some of which are unknown to the consumer”, says Hector Pla, the company’s e-commerce Manager.

“We can talk about different varieties of grapes, types of terrain, altitudes, ways of crafting and aging … it is a whole world. That’s why it’s so important to try to answer all the questions a customer might have using the tools available. These include a good product file, explanatory videos, expert recommendations and, of course, a tool that lets us directly interact with the consumer and answer their questions at the time of purchase”.

These include a good product file, explanatory videos, expert recommendations and, of course, a tool that lets us directly interact with the consumer and answer their questions at the time of purchase”.

The Decántalo team has several wine experts who can answer any question about their products, so really, we should talk about their having an online sommelier, thanks to the proactive and visual support they can offer with Oct8ne.

The results of visual customer service

The consumer experience is very rewarding. If we put ourselves in a customer’s shoes who doesn’t have great knowledge of oenology, we understand that it can be extremely frustrating having a huge catalog and not knowing what to decide. Having an expert accompany them is essential”.

Decántalo’s data confirm this. In a period of three months, using our visual customer service tool, their conversion rate has grown to 20.15% if there’s an agent available to give advice and show products to customers.

“We try to be there and anticipate the questions. Given our customers’ profile, the coviewer helps us accompany them closely, which we believe is truly necessary. For example, with visual support, our experts can zoom in on the labels and it’s a great help to show the specific characteristics of a wine that each customer is looking for.

With visual customer service, everything is much easier than with a traditional live chat. We offer a more complete and enjoyable experience: it’s important that the customer feels accompanied throughout the process and, as we mentioned before, our type of customer really needs it”.

The Decántalo team makes it very clear that visual support not only improves the customer experience, this new way of serving customers has improved their conversion ratings: “When a customer talks to one of our experts, there’s a distinct probability they will end up making a purchase. It’s logical: if the person who’s interested in a product has any questions, they need us to be there at just the right moment to answer them, which is something we do on a high percentage of occasions.”

Another very interesting statistic for this e-commerce is the increase in purchases made directly from the chat: “The fact that you can add products to the cart is a key feature: it’s a step that you save the customer in a key moment.” Of all the customers that we’ve attended and who’ve added products with the Add to cart button, 30% have ended up making a purchase.

But how does having a great shopping experience impact customers? For Decántalo, it’s undoubtedly reflected in loyalty: “If we’re able to resolve questions and complete the entire cycle in a way that satisfies the customer, it’s very possible that they will return”. In fact, they’ve calculated that they convert 12.28% of customers that return to their store a second time.

“We often receive emails from customers we’ve made a recommendation to and once they’ve tasted the wine, they write to thank us. Imagine we’re talking about a wedding: the couple doesn’t have to be wine experts but they want to serve the best on such a special day. Giving a good recommendation and doing it as intimately as possible is of especially important.”

The best strategy for the customer experience

It’s pretty normal for a user to find one or several deterrents when browsing an e-commerce. For Decántalo, the most obvious one in the world of electronic commerce is the payment process: it’s a leakage point if the customer has already decided what to buy and suddenly a problem arises.

“Furthermore, for us, questions may also come up with the product cards: what percentage of a grape does a wine have, if it’s suitable for vegans, if it can be stored for a long time, etc. They are reasonable queries and they need to be resolved in the right way: first through the product page itself and, for further reinforcement, through customer service support.

This is why we’ve programmed a series of triggers, both at the usual leakage points and on the pages where we know human support is needed or where we can add extra value because the product needs it. We try to always be there without being intrusive because our goal is for the customer to feel accompanied”.

“You have to have as close a relationship as possible with the customer and at Decántalo, we have different types of consumers, ranging from wine experts to people who are just looking to buy a good gift. There are regulars as well as occasional buyers.

To ensure this closeness, we depend on our team’s expertise to relay valuable knowledge to the customer. Wine is more than just a product. It’s complex. Behind it is a terrain, a climate, a person who produces it, a technique, etc. We have to be able to convey all this to consumers and, in a certain way, help them create a special bond with the product they’re buying.

The future of customer service is going towards ultra personalization. You have to have all of a customer’s information to be able to provide the best possible experience based on their needs, tastes, habits and purchasing patterns. With all the information we have through Oct8ne, we’re able to anticipate their needs and make the experience as memorable as possible.”

For Hector, at the end it’s simple, “You don’t need to invent something new, it’s about recreating the everyday shopping experience.”

Why visual customer service is essential for B2B companies

Contact with customer service is one of the most important factors in the customer experience lifecycle. When B2B companies offer products and / or services for commercial purposes, they require a more complete purchasing process: the relationship is longer and they need continual assistance.

If you’re a B2B company, are you emphasizing the customer experience in your strategy? A customer experience strategy is missing in 57% of these types of businesses. You have to work with customers and guide them through the purchasing process until the end.

Similarly, in a B2C company, customers need to communicate with you immediately and effectively. If an online shopper abandons a small-value cart when they have doubts, think about how important it is to have good communication before establishing a permanent business relationship where the conversion ratio is much higher and the sale is normally wholesale products or complex services.

In general, B2B companies continue using telephone and e-mail as their main channels, two lines that don’t allow for immediate communication. We have to bank on digitization and omnichannel communication with users, so we’ll explain the potential of tools like Oct8ne.

Benefits of visual customer service if you are a B2B

1. Immediacy

Establishing a real-time customer service channel, like a livechat, isn’t only a way for users to express their concerns quickly and improve their level of satisfaction, it’s also a simple way to offer personalized help to each user: they have a person who listens to them and can help them when they need it.

For a B2B it’s extremely useful not only to offer a chat in real time, but also to have a coviewing system to streamline administrative procedures. It’s convenient for a customer to be able to enter the website and directly request what they need: delivery notes, invoice duplicates or even dealing with billing problems. The agent and the customer can look at and share documents simultaneously in the coviewer.

It’s a much more direct and efficient route where you can keep using the same channel and attend several customers quickly.

Additionally, a very interesting point that Oct8ne provides is that agents will be able to see which customers are browsing their website and which page they’re on in real time, which is something that gives us a great competitive advantage.

2. Personalization

Customers are looking to have a shopping experience that resembles that of a physical store. If you have information from customer service in real-time of previous experiences, like what products each visitor has seen, which ones they’ve added to the cart or what page they’re browsing on, it’s faster and easier to know the customer’s needs and take better advantage of the sales opportunity.

On the other hand, a great way to personalize the care we give users is by having their customer information handy and, in the same conversation, be able to see who their sales representative is, their pending payments or the date of their last order.

Additionally, this information can be used both as a segmentation pattern and to assign agents automatically. For a customer, it’s comforting to always speak with the same sales representative, who already knows their situation and needs, without having to repeat everything each time they try to make a purchase.

With Oct8ne’s segmentation system, you’ll not only be able to impact customers depending on their browsing patterns —how long they’ve been on the page, if they’re comparing products or if they have arrived at the checkout—, you can also assign each customer to a specific agent.

These values are important to be able to assist customers much more directly: the agent will know both the needs of the customer at that time, as well as what they wanted previously.  

Managing agents this way allows us to filter customers through email or other information fields. Using triggers, we can make an impact on the user and offer them the personalized attention they need that will put them in contact with an agent they already know.

You can also create departments with Oct8ne where the user chooses the type of customer service they need, before the conversation starts, based on their query. This option is useful for the first line of support and, once we’ve reviewed what the user needs, we can transfer the session to a specialist.

3. Advice

In B2C businesses, they’re trying to replace the salesperson with algorithms, other customers’ opinions and even artificial intelligence. But customers need advice from a person who can answer all their questions, not just some of them.

For B2B, this is even more essential. A common situation among distributors is that they have to provide good technical service, like effectively solving problems with spare parts or parts that are compatible.

If a professional sells a product that he has previously bought from a distributor and has to come up with a solution, he needs to do so quickly and efficiently, so starting a lengthy e-mail exchange isn’t a good option. Ask for references, pictures or precise information to figure out exactly what part the customer needs.

With visual customer support, this entire process is streamlined. Your customer can show you photos of the exact part they’re looking for, you can see it in detail by using zoom in the coviewer or marking the damaged area so the agent can look for the correct parts.

Furthermore, in being able to give such personalized attention, the first point of contact with the customer can be with the agent who always attends him and then, if he needs more specific advice, the conversation can be transferred to a specialist in that area.

Visual support facilitates understanding between both parties and greatly streamlines all processes, which improves the customer experience, lets you close more sales and keeps customers loyal.

Write SEO-friendly blog posts like an expert

You may have your blog all set and your putting to use your awesome blog-writing skill but are getting the desired traffic? If you want more and you know that you deserve more recognition, you need to make your blog SEO-friendly. If you don’t optimize the posts correctly, you won’t be able to drive traffic to your posts. 

Optimization is a skill. As a skill, it is something that you need to work on and perfect if you want to see some results. You don’t need to hire experts, but you do need to learn and apply useful SEO tips until you can optimize like an expert.

In the sea of different pieces of advice and explanations, there are a few most important tips and tricks that you need to know about. And, here they are. 

SEO-friendly vs. User-friendly content

There is one common misconception that we need to clarify from the very start. Some find that if you optimize the blog it won’t be as user-friendly as it was before. That is false.

This might be the case when someone solely focuses all the efforts on optimization, forgetting about the users. However, that doesn’t need to happen.

The most successful blog is the one that is both user-friendly and SEO-friendly. Achieving just one will never be as effective as when you write content that is valuable to both search engines and your users.

Now that we have cleared that up, let’s get to actionable tips that will help you write SEO-friendly blog posts.

Do the research

Good research plays a major part in the optimization process. If you know a thing or two about optimization, the first thing that probably popped in your mind is keywords research. But that is not the only aspect you need to cover.

What you need is a detailed analysis of:

  • Readers’ interests
  • Topics to cover
  • Valuable keywords 

It all starts with your readers’ interests because that aspect will determine everything else. Use your social media, competitors’ blogs, Quora for asking direct questions, and your current blog readers to determine who makes your target audience and what their interests are.

The same sources can be used to research which topics you can write about. Use Google Trends to find out what is trending in the world.

When it comes to keywords, you need to look out for the most commonly mentioned keywords in Google search. Just type in your idea and pay attention to which keywords are included in top-ranked posts. 

Also, the Keyword Planner can be a great addition to the keyword research process.

Structure the posts

Search engines value structured posts because users prefer such content. It is readable and more useful to the readers. Increase your optimization level by having a clear structure that contains:

  • Introduction
  • Body
  • Conclusion

As you may notice, it is the same structure the essays have. Neightan White, a writer at WritingJudge and a blogger explains why this structure is recommended, “The reason why this is favorable in the eyes of search engines is that it gives readers a clear indication of what they can expect, valuable information, and lastly why that information is important.”

The body of the posts should have paragraphs and headings that organize your thoughts and make the content easier to follow.

Add links

Links play an important role in optimization because they add value to your posts. Not to mention that they can drive traffic from your posts to your website.

However, when it comes to linking during the writing process, many make the mistake of including irrelevant links just to score some points with search engines.

Search engines do appreciate when you have links within the post because they find that in that case, you are providing additional information to the readers. But don’t think that you can fool them with just any link. The links you include need to be related to the topic.

Make sure that you add links to relevant and corresponding keywords so that readers know what to expect when they click on it.

Content quality is as important as SEO

Always provide valuable and high-quality content. Keep this thought in the back of your mind at all times because you can get carried away with optimization efforts and lose the quality.

What quality stands for is that you provide your readers with error-free, well-written content that gives them a valuable insight into a relevant topic.

For example, if you run a fishing blog, you shouldn’t write about the Knicks game just because it is the number one topic on Google Trends. Your users expect what they signed up for.

Those who need some help with editing and polishing up their writing to improve the quality of the posts can use the following tools:

  • Best Essay Education and Grammarly – If you want grammatically accurate posts, these writing and editing tools can help you bring your posts to perfection. Editing is an essential step for any professional.
  • Studicus and Hemingway Editor – Having your posts proofread is a crucial process for achieving high-quality. You can pick out a service that you want from Studicus to find an expert that can help you out. Or, you can do quick proofreading with the Hemingway App.
  • Supreme Dissertations and Trust My Paper – Whenever you are having trouble with adding keywords and links, you can turn to these writing services for an extra hand. Their talented writers will give you fresh ideas that can inspire you to bring the quality of your posts to the next level.

Maintain a natural flow

Whether you are embedding links or adding keywords, you must keep in mind that they need to fit in your content naturally.

Overstuffing the post with keywords and links that stick out will hurt your optimization process. Search engines spot such posts and find them irrelevant to users.

It may seem difficult when you first think about it, but there is a trick that will help you. The thing is to do the research of keywords and links first and then start with the writing. 

If you write the post and then try to add links and keywords, you will just end up with a big sloppy mess. 

Some final thoughts

The way you will surely succeed in optimization and see results is by showing persistence and absorbing knowledge. As useful as these tips are, they can’t do the job by themselves.

You need to carefully implement them in your process, do your research, and dedicate yourself to writing optimized posts. Give time to search engines to recognize your efforts and don’t stop with optimization even when you get to be the number one on the list.

Diana Nadim @diana_nadim
Writer and editor at WOWGrade and Supreme Dissertations

Master degree in Marketing, She combines her passion for writing with her interest in research and creates thought-provoking content in various fields. Now she works as a freelance writer at. What inspires her the most in her writing is traveling and meeting new people.