CRO Site of the Week: Urban Drinks


This week we take a look at As ever, winners of this prestigious award will receive something from the HP CRO Drawer. All winners will be notified by High Position Head of CRO, James Root via twitter: @RootToMarket. Nominations can also be tweeted so please share and get involved!


This site sells celebrity endorsed booze… and that’s the long and short of it. Products range from AC/DC’s Highway to Hell Cabernet Sauvignon to Ron de Jeremy’s Spiced Rum. They have a “New Products” section for loyal customers to see what’s been added since their last visit, and although there’s a facility to sign-up, customers are invited to checkout as a guest also.


“The ‘in places’ of the world. Opened up for the happy few. Cool spots in metropolises, luxury hotels, exclusive resorts. The places where you will meet the stars. Money and models. Enjoying glitz and glamour. And the real taste.

Everybody not working in Hollywood, not active in show business, not part of the financial aristocracy - Urban Drinks is for you. Here, you can find the spirits of stars, the drinks of divas, the brands of big business men. Exclusively in Europe. At the best prices.

Enjoy our drink menu!

By the way: If you are missing something, just ask us: We will gladly go on a gastronomic expedition.”


  • Large banner at the top of the page displays company name, tagline and an illustrative image
  • Top-navigation showcases their range of products as well as drop-downs for more granular options
  • Right-hand nav offers customers further options (not just alcohol) to, again, showcase their range
  • The white space and simple colour scheme makes images of celebs and products stand out

  • The images are excellent quality, making for an aesthetically pleasing browsing experience
  • The product descriptions offer insight into celebrities that drink it (or created/endorse it), tempting the buyer
  • Information is presented in stages. The “important stuff” (such as % Vol., Shipping time and stock) is right by the image, but “less important” stuff is below the fold (the origin of the drink, its ingredients, etc)


  • Visitors can easily share products using the social media buttons
  • The social media buttons have counters to aid social proof
  • Similarly, the site offers a “customers who bought this also bought that” section to show further products
  • Clearly advertised flat shipping fee
  • The checkout process is nicely branded (mostly), clearly showing the three process steps, with friendly language for a more enjoyable experience


  • “Urban Drinks” alludes to the service this site offers, however the tag line doesn’t illustrate exactly what’s on sale here
    Add a description on the homepage explaining who Urban Drinks are for new visitors – TEST IT!


  • The drop downs on top navigation are too long for the page so the bottom options disappear off the edge of the page.
    If you insist on having every product in a large range listed individually, make the list two products wide so all are displayed – TEST IT!


  • The “Method of Payment” page is not aesthetically pleasing whatsoever…
    Use the site’s branding and informal language to make the page more engaging (don’t clutter it with Terms and Conditions) - TEST IT!


Tweet your CRO Site of the Week nominations to @RootToMarket. And remember: If you Test it; they will come!

Each winner receives some stuff from James’ drawer! #Win!

Drawer Crap

This entry was posted in CRO, Usability and tagged , by Richard Price. Bookmark the permalink.

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About Richard Price

Richard is a Paid Search Account Manager at High Position. He works on a variety of Paid Search campaigns as well as regularly contributing to online debate and discussion! His interests further afield are in writing, football and gaming. You can follow Richard on Twitter (@Richardathp)

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