Project History
WebCrane worked with Buon Vino for almost 6 years. Buon Vino’s original website was built on Open Cart but had not been supported for a number of years and wasn’t performing well online, partly because it was structured poorly for SEO. WebCrane re-platformed the site onto the Magento 1 open source platform having redesigned it, and having restructured and optimised the pages for better SEO. The migration was seamless and went live in time for Christmas resulting in a 300% increase in year on year sales compared to the previous Christmas.
Buon Vino specialises in natural, organic, and biodynamic wines. Over the next few years, a significant number of SEO improvements were made to the site to target the search terms related to Buon Vino’s business model. SEO results were tracked using SEO Moz, and by 2021 WebCrane had ensured that Buon Vino was the number 1 natural wine e-commerce site on Google UK. According to moz.com the average Google organic search ranking for Buon Vino’s key search terms relating to Natural, Organic and Biodynamic Wine was incredibly between #2 and #3!
Alongside the improved SEO, WebCrane setup and managed the Buon Vino Google Ads shopping campaigns, where a Return on Advertising Spend (ROAS) of 2400% was achieved. The return was so high that Google initially thought there had been an error in their calculations, but they later confirmed that it was indeed correct.
Sales volumes were further increased by building feeds to Vivino and with the addition of a highly optimised Buon Vino Trade website.
With the ever increasing website traffic and sales volume, WebCrane added functionality to improve backend order processing, stock control and server speed. In particular, WebCrane introduced an integrated Magento ePOS system into the physical Buon Vino shop, as well as better stock adjustment and stock taking functionality. WebCrane also integrated the system with Xero accounting, Royal Mail Click and Drop shipping and furthermore built the first ever extension to link Magento to the APC shipping and tracking system.
By 2021, sales handled through the Buon Vino Magento 1 system were 3500% higher than the previous website.
