New advanced webshop for Mikkeller
client quote
The new shop launched in 2021 has already made an impact comparing April 2020 to April 2021
- Riziki Nielsen
- Rebecca Busk
- Elizabeth Tello D'Andrea
- Søren Højland Boesen (Former Employee)
- Nils Abdi (Former Employee)
- Frederic Widding (Former Employee)
Mikkeller wanted a webshop that converted better and needed less manual work. The goals were to improve conversion and retention, get rid of manual product updates and make the shop faster. Mikkeller also wanted shopping online to feel as fun and engaging as the brand, with a backend that could keep up as the business scaled. Kvalifik designed, tested and developed the new webshop.
Kvalifik let data from real users decide. The team combined qualitative user interviews with quantitative data from Mikkeller's existing webshop and turned those insights into design changes. The result was a custom theme built for SEO and usability, with a faster site, clearer organization and fewer steps from landing on the site to reaching checkout.
Much of the product page fills itself in. Kvalifik integrated Mikkeller's webshop with Untappd and built dynamic info sections around it, so when a new beer arrives, the product page pulls in its description, ratings and brewery information automatically. That takes the workload out of adding products and makes the site significantly easier and more cost-effective for Mikkeller to update and maintain.
Mikkeller saw a 16% increase in conversion rate with the new webshop. According to Mikkeller's 2021 figures, 34% more sessions reached checkout and 44% more customers added products to their cart. The gains came from a faster shop with fewer steps to checkout. As part of the project, Kvalifik also built a special sub-page for Mikkeller's collaboration with Game of Thrones.
- Webshop
- Web development
- Campaign site
- Custom animations
Kvalifik helped Mikkeller design, test, and develop a new webshop, as well as a special sub-page as part of Mikkeller's collaboration with Game of Thrones.
Data insights turned into an improved customer experience
The new webshop improved the customer experience by optimising the site's speed and organisation and by reducing the steps from entering the site to checkout. We worked in a data-driven way, collecting data from actual users and turning the insights into design changes that show commercial results.
Time- and cost-effective automation
Now Mikkeller saves time when adding products, making the site significantly more manageable and cost-effective to update and maintain. When new beers arrive, the product pages automatically fill in information from Untappd such as descriptions, ratings, and brewery information.
An exciting webshop and user experience
Mikkeller has a solid reputation as one of the best sources for quality craft beers in the world. They decided to renew their webshop to enhance customer conversion and retention, eliminate manual product updates, and speed up their webshop.
They wanted to give their customers an online shopping experience that mirrored their fun and engaging brand while creating a backend system that served their scaling needs.
Optimised for performance
Our goal was to create a site optimised for SEO success and usability while automating as much site admin as possible. To accomplish this, we developed a custom theme based on data from actual users.
Our data-driven process included qualitative user interviews and quantitative data from the webshop, ensuring our new design improved the site's performance. We integrated the shop with Untappd and built dynamic info sections around it to remove the workload of updating new products.
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