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Iakoe x Eto

Case study


Eto creates beautiful wine decanters that preserve wines full flavor, using a unique patented design to seal the wine from the air, halt oxidation & reduce waste. Eto engaged us to design & build their new store with a focus on improving personalization & their conversion rate. Here’s a breakdown of some of the tactics that we deployed…

Scope of Work
  • User experience design
  • Web development
  • Conversion rate optimization
Live Site

Rethinking personalization

Gifting accounts for a substantial share of the brand's revenue, as shoppers frequently purchase decanters to give as presents. Eto’s legacy website gave users the option to personalize their decanter within the cart but the UX felt archaic & was being served too far down the shopping funnel. We redesigned the experience to enable users to personalize their decanter on the PDP along with adding a gift note which drove an uplift in AOV & personalization orders.


Mobile first without sacrifice

Eto's customer demographic skews heavily towards mobile which meant designing for phones first (based on the most popular screen dimensions) & conducting extensive testing across browsers & devices to ensure the user experience was flawless.


PDP optimization

We analyzed heatmap & scroll depth data to understand how user’s were behaving on the PDP’s. We hypothesized that the amount of text on the page was hindering how many users were adding a product to their cart due to scroll depth required to reach the button. Shopper’s need to quickly understand a brand’s value proposition & why it is superior to other options they’re considering. We redesigned the page to have less copy visible to the user (unless they clicked an accordion) & added the product’s USPs below the add to cart button to ensure they were displayed prominently.


Collections optimization

The brand’s legacy collection page was their highest traffic page as they drove paid search & paid social traffic to it along with ranking organically. However, the page lacked an optimized H1, collection copy which resulted in eto paying higher CPC’s & the page underperforming in organic search. We conducted keyword research & optimized the page accordingly which resulted in a decrease in paid search CPC’s & gaining the number 1 organic listing for the target keyword of wine decanters.


80 / 100

Page speed insights score


ecommerce conversion rate


return on investment

We’re over the moon with the incredible work & dedication on our new website. The iakoe teams’ creativity & professionalism really have shone through. Thanks again for delivering a fantastic result.
Tom Cotton
Tom Cotton