Roberson Wine

New Umbraco 8 e-commerce solution for award-winning wine merchant



Roberson Wine is an award-winning, independent wine merchant, who sell to trade customers and direct to consumers.


We were asked to rebuild their e-commerce website using a more flexible CMS. They needed to make adding new products and processing orders more streamlined and intuitive.  


We built the site in Umbraco 8 CMS, using the Ucommerce platform. With a vastly improved user journey, and a new optimised site structure, the website has delivered strong results in terms of sales and conversion.

The Challenge


The original website, launched in 2008 and then underwent a re-build in 2015 using the Ruby on Rails framework.   


The website wasn’t flexible enough for the business, which made content and product management a time-consuming process.


As for SEO, the website had a sub-optimal structure. It wasn’t geared up to maximise the traffic or ranking opportunities identified during our keyword research phase.


We also discovered some opportunities to improve the user experience which would easily improve conversion.

UX Design


Much of the front end stayed the same. However, we made some tactical changes to the site architecture and UI to key pages within the user journey. These were aimed at driving sales and improving SEO performance.


  • Keyword research identified new opportunities for the site content structure
  • We introduced filtering to the wine search page to streamline the buying process
  • We added key feature icons and clearer add to basket CTAs to the wine purchasing page
  • The checkout was redesigned and a single extensive form was split into several smaller, easier steps




Roberson Wine needed an integrated CMS and ecommerce platform that would help their business grow. We recommended and built them an entirely new back end from scratch in Umbraco 8 and integrated it with Ucommerce.


We also used Ucommerce’s customer and transaction APIs, alongside Umbraco’s membership provider and Campaign Monitor’s API. This enabled us to design and build a custom checkout path and efficient customer account management. We also took advantage of Ucommerce’s marketing APIs to provide volume discounts, sale discounts, customer group discounts and promo codes.


Our team chose Stripe as the payment provider which we integrated with Ucommerce for a seamless customer journey and management solution.


The stock management system was also needed updating. The client appointed Bevica, an ERP designed specifically for the drinks industry. Our team developed a brand new taxonomy, a new catalogue structure and created a total upgrade for their front end product search and filtering. We also built custom integrations for scheduled updates of the product inventory via its API, as well as real time order updates. This led to the development of APIs for automated delivery and fulfilment through the Roberson Wine warehouse and their delivery partners, for both overnight and next day deliveries.


SEO migration


To guarantee an SEO friendly migration process to the Umbraco platform we followed thorough procedures, so all SEO technical requirements and best practices were in place before launch.

The Outcome


Roberson Wine now have a vastly improved and sales focused website that’s flexible and easy to update. Bounce rate has reduced significantly, and sales have increased year on year.


View site


increase in transactions


increase in revenue


increase in E-commerce conversion rate

Client testimonial

SteadyGo were thorough and responsive throughout. They stayed close to the project from scoping through to implementation and sign-off. At all times, they communicated clearly and conveyed a reassuring sense of control and can-do. We’re delighted with the results of our new Umbraco website, and the seamless integration with Bevica and Ucommerce has completely streamlined our online sales and fulfilment process. We look forward to working with them again.

Pete King, Operations Consultant, Roberson Wine

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