Case Study: Winery Uses Market Research to Redesign Website and Improve User Experience

Every day, organizations are taking action to improve their websites in order to present their brand, products, and services in the most flattering light. Rather than just a nice design, it is also critical for a website to be user friendly with fast load times, easy navigation, and clear call to actions.

If you are looking to create or redesign your current website, it is important to conduct user experience research in order to best meet the expectations of website visitors. It takes the guesswork out of how customers and prospects use your website, and instead provides fact based evidence to drive marketing decisions.

In fact, a prior project our website market research company completed produced a 665% return on investment (ROI)!

Website improvements can seem tricky.

Are business leaders wondering...

  • Do customers like the website layout?
  • Does the website layout mesh with our business?
  • How can the purchasing process be made easier?
  • How can the look and feel of the website be improved?
  • What would encourage customers to make more purchases?

Businesses want to make it as easy as possible for customers to move from when they first visit a page on their website to checkout. Oftentimes, what business leaders think customers want are not what customers need. This is why website market research is powerful. Gather data to inform business leaders rather than guessing at what customers want.

Learn more about the objectives, approach, and outcomes for this Finger Lakes winery website market research study!

winery uses market research for website redesign | computer with wine on the screen

Our winery market research company recently completed a 3-part study for a Finger Lakes winery to help guide the redesign of their website and improve visitor experience.


A winery in the the Finger Lakes region, hired Drive Research to conduct a survey with consumers who visit winery websites to learn more about usage and expectations. The objectives of the market research study included better understanding of visit intentions, shopping experience needs, goals for site visits, and user paths. The data and findings will help drive the redesign of the website for the brand.


In order to collect the best feedback to guide the redesign of the winery website, Drive Research recommended a three phased market research approach. The combination of quantitative and qualitative market research for this project offered measurable and exploratory insights on the website experience.

The 3 phases of the winery market research included:

  1. Online survey to a national target audience
  2. Online survey to contacts who are part of the brand's email database
  3. User experience in-depth interviews (UXIDIs) with site users

Approach for online survey to national target audience: There were several criteria necessary for respondents of the national survey to meet in order to participate. All survey respondents were over the age of 21, drank wine at least weekly, and purchased wine at least every 3 months. The survey took an average of 9 minutes to complete and included 31 questions. Fieldwork for this survey lasted 10 days and earned a total of 422 responses.

Approach for online survey to brand's email database: The survey sent to contacts who were part of the brand's email database took users an average of 6 minutes to complete and included 32 questions. The survey received 1,234 responses. Fieldwork for this survey lasted 18 days.

Approach for user experience in-depth interviews (UXIDIs): For the in-depth interviews, Drive Research managed recruitment, scheduling, and moderating. Fieldwork for the interviews began on August 21 and lasted until August 28, 2019. The interview guide consisted of 28 questions and took an average of 35 minutes to complete. A total of 8 interviews were conducted. Respondents were screened to ensure a mix of age groups, genders, household incomes, and states of residence. All participants were familiar with the brand's website.

Learn more about user experience (UX) market research, such as what it is and how it works!


The report remains confidential with the winery.

The winery market research report included a background and methodology, executive summary of themes, an infographic, respondent personas, recommendations and action items, and next steps for market research.

The appendix included detailed question-by-question breakdown of both surveys, profiles of the UXIDI participants, and final copies of the surveys and interview documents.

The market research answered the following research objectives:

  1. What are common wine purchasing habits?
  2. How common is it to purchase wine from a winery website?
  3. What are online wine shopping experience needs?
  4. What are current online wine shopping habits?
  5. How satisfied are online wine purchasers?
  6. What information is most important on a winery website?
  7. How do users get to winery websites?
  8. What is the user path when visiting the website?
  9. How does the website compare?
  10. How would users improve the website?

Here's what to look for in a market research report made by a professional.

Contact Drive Research

Drive Research is a winery market research company which specializes in a variety of industries including small business, retail, advertising and marketing, and more.

Interested in learning more about our market research services? Reach out through any of the four ways below.

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