Liberation Cocktails
Liberation Cocktails is a brand of pre-mixed alcoholic drinks, delivered directly to consumer as a choice of cans, bottles or party kegs. They are UK based.
strategy
site improvements
CMS: Shopify
Theme: Custom
Product: Alcoholic beverages
01.
When Liberation Cocktails first reached out, they already had a striking Shopify site — custom-built by another agency, complete with a looping video background on every page. Visually, it was impressive. But despite the flair, sales weren’t following. They needed more than pretty. They needed performance.
02. The Challenge
Their site looked more like a TV commercial than a functional e-commerce platform. That full-screen video? Gorgeous — but also chaotic. It distracted from the products rather than selling them. More importantly, the homepage and product pages lacked the essential building blocks of conversion strategy — clear CTAs, structured offers, and intuitive navigation.
Worse, because the site wasn’t built on a theme, every small tweak required custom coding — a nightmare for agility and testing.
03. The Solution
I transformed Liberation’s site from a passive showcase into a high-performing, UX-optimised conversion engine. I redesigned key homepage sections to guide visitors through the brand’s story while strategically pushing them toward purchase.
One major feature I introduced was a custom cocktail pack builder — allowing customers to mix and match their favourite flavours into bespoke bundles. It not only elevated the brand’s DTC offer but massively boosted average order value.
Behind the scenes, I restructured their entire site architecture — creating meaningful categories and reshaping the customer journey to minimise friction and increase clarity.
Over the following months, I fine-tuned every detail based on data: click heatmaps, bounce points, cart abandonment rates — nothing escaped scrutiny. I also set up their full email marketing infrastructure, including a sharp, high-converting welcome series and an abandoned cart flow that actually brought customers back.
