- WooCommerce
- Figma
How Noble Wine Moved From Slow Reactive Support to Continuous Optimization
Noble Wine already had an established WooCommerce store and was working with another development agency. The project objective was to continuously improve conversion rate and AOV from existing website traffic while maintaining a stable WooCommerce platform and delivering a premium digital shopping experience consistent with Noble Wine's positioning.
- Usability improvements implemented
- Continuous maintenance + CRO model
Noble Wine
Noble Wine already had an established WooCommerce store and was working with another development agency. The main problem was not the platform itself but the service around it: communication was extremely slow and technical improvements progressed too slowly, making continuous eCommerce development difficult.
- Latvia — B2C
- noblewine.lv
- WooCommerce + 1C ERP
Services Provided:
- eCommerce Usability Audit
- WooCommerce Maintenance
- CRO
- UX Optimization
- Ongoing Development
The Challenge
The Starting Point
Noble Wine already had an established WooCommerce store and was working with another development agency. The main problem was not the platform itself but the service around it: communication was extremely slow and technical improvements progressed too slowly, making continuous eCommerce development difficult.
What the Client Believed Was Wrong
Noble Wine needed a more responsive and proactive WooCommerce partner that could resolve technical issues quickly and continuously improve the customer journey rather than allowing development requests to remain unresolved.
What Had Already Been Tried
Noble Wine had an existing WooCommerce store and an external development agency, but the relationship was not producing improvements quickly enough. The problem therefore wasn’t a lack of technical support in principle — it was the effectiveness and responsiveness of that support.
Why It Needed Attention
Slow communication and lack of progress with the previous development partner were preventing the business from improving its online store at the required pace. A recommendation from an existing contact gave Noble Wine the confidence to engage WD Market.
Risk of Doing Nothing
Technical issues and UX opportunities would continue accumulating while improvements remained slow to implement. Noble Wine would leave potential revenue from its existing traffic unrealized and struggle to evolve the online experience at the pace required by the business.
Constraints That Shaped the Solution
Noble Wine operates primarily in the relatively small Latvian market, so growth cannot rely exclusively on acquiring significantly more search traffic. Investment therefore needs to focus heavily on extracting greater value from existing traffic through CRO, AOV improvements, retention and customer experience.
What Success Needed to Mean
A stable WooCommerce store backed by responsive technical support and a continuous stream of meaningful improvements that make purchasing easier, increase conversion and encourage customers to build higher-value baskets and return for future purchases.
Our Approach
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What the Evidence Showed
The opportunity was broader than fixing individual bugs. The existing traffic could potentially generate more value by reducing friction in the purchase journey and improving product discovery, cart behavior, free-shipping incentives and upselling. For a premium retailer, the experience also needs to support product education and confident purchase decisions rather than compete primarily on price.
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What We Prioritized First
Usability analysis before major development. WD Market first needed to understand where the existing customer journey could be improved. This provided a prioritized foundation for CRO and UX work rather than implementing disconnected features without understanding their commercial purpose.
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How We Delivered It
WD Market started with an eCommerce Usability Audit, then translated identified opportunities into continuous implementation. The engagement now combines WooCommerce maintenance with CRO, UX improvements, analytics and development. Recent work includes cart improvements, product-page optimization, upsell popups, free-shipping incentives and Google Analytics improvements.
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How the Engagement Evolved
What began as a paid usability audit evolved into an ongoing eCommerce partnership and monthly maintenance relationship. Instead of completing one optimization project and leaving, WD Market became the technical partner responsible for continuously maintaining, measuring and improving the WooCommerce experience.
The People Behind The Work
Account / Project Management, CRO / Usability Specialist, UX/UI, WooCommerce Development, Analytics, QA / Technical Support.
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Jānis Strautiņš
Support Team Lead
Focus: Support · Troubleshooting · Coordination
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Tomass Bērziņš
Head of E-Commerce & Co-Owner
Focus: Growth strategy · CRO · Customer Journey
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Lauris Priede
Chief Technology Officer
Focus: Architecture · Integrations · Performance
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Deins Grets
Head of UI/UX & CRO
Focus: UI/UX · Usability · Customer Journeys · CRO
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Anush Avetisyan
QA Team Lead
Focus: QA · Payments · Integrations · Release Quality
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Rainers Leitarts
Full-stack Developer
Focus: Development · Integrations · Checkout
25+ Developers, Designers, CRO Specialists & others Strategic Decisions
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Recommendation
No major strategic reversal was required. Noble Wine did not need another platform migration or complete rebuild. The stronger opportunity was improving the existing WooCommerce operation through better technical support and continuous evidence-led optimization.
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What We Deliberately Did Not Recommend
We did not recommend rebuilding a functioning WooCommerce store simply because the previous agency relationship was unsuccessful. We also do not currently prioritize significant SEO investment because the available search demand within the Latvian wine market is limited.
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Rebuild / Redesign / Spend Decision
Effectively, avoided an unnecessary rebuild. The underlying WooCommerce platform could support the business. The priority was to identify specific friction and commercial opportunities, fix technical issues and continuously improve the existing experience.
Results We Delivered
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Measured Results
Confirmed outcomes include implementation of identified usability improvements, ongoing WooCommerce optimization and the transition from slow reactive development support to a continuous maintenance + CRO model.
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Evidence and Metrics
WD Market began with a comprehensive eCommerce Usability Audit, identifying UX, CRO and customer-journey opportunities. Current optimization work focuses on conversion rate, AOV, cart behavior, checkout, product pages, upsells and analytics.
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What the Client Gained Beyond the Metric
Noble Wine gained a responsive long-term eCommerce partner rather than simply another development supplier. Technical maintenance, UX, CRO and analytics can now be treated as one continuous improvement process, allowing the business to move from identifying an opportunity to actually implementing it more efficiently.