Iakoe x ETO
Overview
Eto has reimagined the traditional wine decanter with a patented design that preserves wine by sealing it from oxygen, allowing every bottle to stay fresher for longer. As the brand continued to grow internationally, Eto partnered with us to redesign & rebuild its Shopify storefront, creating a more personalized shopping experience while significantly improving conversion across desktop & mobile.
- User experience design
- Theme development
Background
Eto sits at the intersection of premium homeware, gifting & wine culture. While the product itself is highly innovative, the existing ecommerce experience wasn't doing enough to communicate its value or support the way customers actually shopped.
A significant percentage of purchases were gifts, yet personalisation was buried deep within the checkout journey. At the same time, mobile traffic continued to grow, making it increasingly important to deliver a fast, intuitive experience designed specifically for smaller screens.
The objective was to create a premium storefront that reflected the quality of the product while making it easier for customers to personalise gifts, understand the product's benefits & complete their purchase.
The challenge
The first challenge was personalisation.
Customers could engrave their decanter & include gift messages, but these options only appeared once the product had already been added to the cart. This created unnecessary friction & meant one of Eto's strongest value propositions wasn't visible until late in the buying journey.
The second challenge was improving the mobile experience. With the majority of customers shopping on mobile devices, every interaction needed to be optimised for speed, usability & conversion without sacrificing the premium feel of the brand.
Finally, product pages contained too much visible content, making it harder for customers to quickly understand why Eto was different from traditional wine decanters before reaching the add-to-cart button.
The solution
We redesigned the Eto storefront around three key objectives: improve personalisation, optimize mobile conversion & simplify the purchasing journey.
Personalization from the very beginning
Instead of waiting until checkout, customers can now personalize their decanter directly on the product page. Engraving options & gift notes became part of the core shopping experience, allowing customers to visualise the finished product before adding it to their basket while increasing the visibility of one of Eto's highest-value features.
Mobile-first ecommerce
The entire storefront was designed mobile-first, reflecting how Eto's customers actually browse & shop. Every layout, interaction & component was tested extensively across browsers & devices to deliver a seamless purchasing experience regardless of screen size.
Product pages built for faster decisions
Behavioural analytics, heatmaps & scroll-depth analysis informed a complete redesign of the product detail pages. We reduced the amount of immediately visible copy, moving supporting information into expandable accordions while surfacing key product benefits directly beneath the add-to-cart button. This allows customers to understand Eto's unique value proposition almost instantly without unnecessary scrolling.
Results
The redesigned storefront delivered substantial improvements across both customer experience & commercial performance.
By bringing personalisation into the product page, Eto created a more engaging gifting experience while increasing average order value through higher personalization uptake.
The mobile-first redesign contributed to a 118% increase in mobile conversion rate and a 30% increase in AOV driven by uptake in personalization orders.
Results
Page speed insights score
MOBILE CONVERSION RATE
return on investment
