This week’s CRO Site of the Week is Beer52

We love seeing awesome, innovative websites so if you come across a great user experience you can tweet your nomination to @HighPositionSEO using #CROSOTW

What does the site do?

Beer52 is essentially a subscription based, monthly Beer club. The site’s main purpose is to drive subscriptions, flog beer from small, independent breweries and spread the Beer52 word.

What does the site say they do?

“Beer52 didn’t become the UK’s most popular craft beer club for nothing - we got to where we are by giving beer drinkers the best damn beers on the planet. Our resident beer experts have visited breweries all around the world, in the search of the most interesting brews they can find. We deliver a carefully curated case of these craft beers from our favourite microbreweries every month.”

What does the site do well?

Excellent value proposition as soon as you enter the site with a nice CTA button (and noticeably this button has recently changed colour from orange to green, I hope that’s been tested!)
Scrolling down the homepage, or clicking Learn More to activate the scroll, you find further CTA’s that draw you in, via some excellent use of imagery and information about the beers that are on offer - that you wouldn’t normally find down your local or the offie. There’s also an excellent use of urgency with the order countdown, offering a free gift.

Signing up is easy - I did it via Facebook which was quick and pain-free.

Then on to select your plan - with four options, clearly laid out, using asymmetrical framing. Not to mention some inspirational beer messages, such as ‘Emancipate yourself from big beer brand slavery.’

What else does the site do well?

Excellent social proofing via embedded tweets from brand advocates, offering a sense of community and validation of Beer52’s service.

What does the site not do so well?

Initially, it wasn’t easy to cancel a subscription (the High Position Creative team, ICE Viral, had to place an order for testing reasons, y’see!) but Beer52 have since changed this process and it is now pretty straightforward.

*CONVERSION KLAXON* When looking to cancel, users are now served an enticing offer to stay on as a customer, ‘Are you 100% sure you want to stop your subscription?’ with an enticing CTA on a large button stating, ‘NO, GET £10 OFF FOR MY NEXT BOX’. Very clever, but only if they’re testing it!

The only other element of the site that I felt could be improved was the product descriptions themselves. There isn’t that much information about the different beers or the stories about the breweries, although there is some nicely written content on the blog - although aside from a link in the footer, the blog is pretty much hidden. - TEST IT!

DON’T BE SHY - Wonderful blog content, why hide it?

Congratulations Beer52, you’ve got a site full of character and wonderful UX properties! CRO Testing could help build on this and ensure that your customers have even more reasons to continue their subscriptions.