About Vinomofo
Vinomofo is one of Australia’s most loved online wine retailers, built on a passionate community of wine lovers and a relentless focus on delivering the best deals on the planet. With a high-volume, transactional eCommerce model, even small friction points in checkout have an outsized revenue impact — making fast identification and resolution of UX and technical issues business-critical.
The Challenge
Before Insightech, Vinomofo’s team faced a familiar set of constraints that limited their ability to act on customer experience issues at speed:
Edge cases went unresolved: Low-volume but high-impact issues — payment delays, address validation failures, rage-click patterns — were difficult to surface, prioritise, and hand off to developers. Without quantified impact, fixes were deprioritised or pushed to “Phase 2.”
Analytics bottlenecks slowed teams down: The tech team owned reporting, which meant eCommerce, product, and marketing teams had to wait in line for data — slowing the speed of insight and the pace of optimisation.
No scalable way to monitor user frustration: Rage clicks, confusing interfaces, and friction points across the site were difficult to identify manually, let alone resolve proactively and at scale.
Raw data locked away from business users: The team could see what was happening in the UI, but lacked a scalable way to power deeper, bespoke analysis using their behavioural data — like cross-team scorecards or daily automated audits.
The Solution: Partnering with Insightech
Vinomofo partnered with Insightech to move from reactive troubleshooting to proactive, data-led optimisation — across checkout, payments, and platform-wide monitoring.
Fixing checkout abandonment with funnels and session replay: Insightech’s funnel analysis revealed that 6.56% of users were dropping out at the address validation step during checkout. By pairing funnel data with session replay, the team quickly identified the root cause of the validation failures and deployed a fix — cutting abandonment at that step nearly in half and recovering $50k in additional monthly revenue.
Eliminating a payment edge case worth $13.9k per month: After introducing Stripe 3DS checks, around 1% of payments were taking more than 8 seconds to process — creating friction at the most critical moment in the purchase journey. Insightech dashboards quantified the revenue impact of this low-volume issue, while session replays and technical logs pinpointed slow API response times as the root cause. Once identified and fixed, the payment delay was completely eliminated.
Democratising analytics across the business: Insightech’s visual reporting removed the analytics bottleneck entirely. eCommerce, product, and marketing teams became the platform’s power users — building their own dashboards, creating clickmap and heatmap reports, and exploring the customer journey without needing to route requests through the tech team.
Going agentic with raw behavioural data: Using Insightech’s APIs and raw data export, Vinomofo built an AI-powered daily workflow that automatically identifies rage-click events, surfaces the affected page elements and associated JavaScript errors, and recommends fixes. The process runs overnight, delivering a prioritised report of the previous day’s friction signals every morning — saving hours of manual analysis each week and ensuring no customer experience issue stays hidden.
“Insightech’s clickmaps are incredibly useful and easy to navigate, making data exploration seamless. The platform’s customer journey analysis tools have been essential for uncovering insights and driving improvements.”
The Results
Insightech transformed how Vinomofo finds, prioritises, and fixes customer experience issues — moving from a team that deprioritised edge cases to one where every user-facing issue can be simulated, quantified, and resolved:
- $50k in additional monthly revenue recovered by identifying and fixing a checkout address validation issue
- Checkout abandonment halved at the key address step — from 6.56% to 3.4%
- $13.9k in monthly revenue saved by surfacing and eliminating a Stripe 3DS payment delay affecting 1% of transactions
- Hours per week saved in manual analysis through an AI-powered agentic workflow built on Insightech raw data
- Analytics democratised — eCommerce, product, and marketing teams now self-serve insights without tech team involvement
- A culture shift from “let’s do it in Phase 2” to “that fix is going out tomorrow”
Vinomofo continues to use Insightech to proactively monitor user frustration signals, power bespoke AI workflows, and eliminate the edge cases that once fell through the cracks.
