Ake & Humphris e-commerce website
From cellar to sell out: Shopify e-commerce website for Ake & Humphris
Challenge
A website of a particular vintage
With a rather dated design, some broken images and sub-par product filtering and navigation, A&H’s pre-existing website failed to pair up with their wine offering.
Vision
Uncorking A&H’s e-commerce potential
Firstly, the website needed a complete visual overhaul. A mini brand refresh and revived colour palette gave A&H a smart visual uplift.
Then, there were structural considerations – we wanted to make the website a pleasure to navigate. It should be as easy as possible for customers to find the product(s) they like (and then pay for them safely and securely).
For this, Shopify is ideal. It affords us the flexibility to do plenty of things with product categories, filtering and metadata. Shopify also gives freedom to implement bespoke solutions – key when working with A&H’s existing product systems and data.
Craft
A smooth, seamless database migration to maximise A&H’s product range
We manipulated data exported from the client’s old system in a way that Shopify would accept. Using this existing data, we set up brand new categories to allow products to be sorted in a number of ways – such as by region, grape, occasion and dietary requirement – allowing us to build a more diverse mega-menu.
This data also allowed us to set up a new filtering system on product index pages, allowing users to browse between and drill down on products of varying types – again, by grapes, regions, styles, occasion and dietary requirement, but also by stock availability and price range.
We also displayed more information about products using Shopify’s metafields. This included all the aforementioned category and filter information, but also details about ABV, vintage and other good-to-know features, such as sustainability and organic. This gives A&H’s content managers more flexibility and is great for on-site searchability and indexing in Google search results.
This was supported with new, high-quality images on the product detail pages. We also performed a few further bespoke changes to improve the product card components, so they worked with the tall wine bottle images as well as more standard-sized images, such as those for beers or cases.
Deliver
We’ll let the screenshots do the talking – cheers!
We migrated A&H’s old website to a new modern ecommerce platform using extracted data from their old system, and set up a brand new filtering system on product index pages, building a more coherent website solution where customer users could easily filter between categories and products.
