This document provides recommendations to improve various aspects of a website called Winc. It suggests focusing marketing messages to drive key actions, clearly explaining the website's value, and including call to action buttons in each section. It also recommends strengthening social proof elements, eliminating potential objections, using progress meters on forms, and fixing issues like important content being placed below the website fold. The overall goal is to guide users through the experience, drive conversion, and build credibility.

1. Only One CTA Emphasized
This is the main actions Winc wants their website users
to do. No other conflicting messages added.

2. What Can I Do On This
Website?
This is a great approach to explain users what can they
do on this page, what value is offered

3. A CTA Button In Each
Section
Users can take main actions when they’re ready

4. A Unique Offer
Grow your portfolio investing in the e-commerce wine
industry

5. A Good Social Proof
Section
Which also helps the website visitors to make a
decision.

6. Some More Social Proof
THAT GIVE THE BRAND MORE CREDIBILITY

7. Even More Social Proof
THAT GIVE THE BRAND MORE CREDIBILITY

8. Clear Messaging Of What
The Person Should Expect
From Winc
This section also eliminates all potential rejections user
might have upfront

9. Progress Meter &
1 Question per Slide
High-Completion, Low-Abandonment

10. A potencial disruption on
quiz
We recommend removing this top banner on quiz

11. A potential killer of
conversion
Not clear why this information is asked. It’s better to
substitute it with a question if the person is of legal age
for drinking

12. Important content below
the fold
Very often users don’t scroll far down the page to see
this content. We recommend to place this copy on the
first screen

13. No Progress Meter On
Checkout
Low-Completion, High-Abandonment. Showing “step 1,
step 2, step 3” would easily solve this issue

14. The most important CTA
button is below the fold
We recommend to fix this layout issue

15. Lack of credibility items
Add security and credibility stickers to add confidence
to this last step