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WHY THEY APPROACHED US
Winemag’s audience was increasingly browsing on mobile, but the site wasn’t keeping up.
Load times were slow, the layout wasn’t optimised for smaller screens, and navigating between articles felt frustrating. Readers were dropping off, and so were engagement metrics.
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WHAT WE DID
Winemag partnered with us to overhaul their mobile experience, not just visually, but functionally. Our focus was clear: create an experience that felt light, intuitive and built around the way real users browse, read and interact.
With close collaboration from their editorial team, we took a user-led approach to make the site more engaging, performant and conversion-friendly.
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WHAT WE FOCUSED ON
• Rebuilt mobile layouts for easier reading, better hierarchy and smoother browsing across devices
• Streamlined account registration and gated content access to reduce friction and boost lead capture
• Redesigned email templates to improve engagement, surface more content and drive upsell opportunities
• Integrated subscription products and ecommerce tools to support new revenue streams
• Optimised ad placement to balance visibility with UX, with no clutter or interruptive formats
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THE RESULTS
The impact was immediate. Users were sticking around longer, navigating more pages and enjoying a faster, smoother experience across the board.
By focusing on the details that matter — speed, structure and usability — we helped Winemag turn mobile traffic into loyal readers.
12.77% increase in mobile page views
32.24% reduction in average page load time
7.48% increase in overall sessions
"When Winemag.co.za required both a cosmetic make-over and a major upgrade to our CMS mid-2019, we were very lucky to discover touchfoundry who offered both branding savvy and technical know-how. Front-end looks great because back-end is so easy to use."
Christian Eedes
Winemag Founder and Editor
