September 9, 2014

In May, we published a Case Study on CellarTracker, an interactive database for wine enthusiasts that lets users track their wine inventory with a “voluntary payment” for memberships. At the time, CellarTracker had more than 300,000 registered users, 20,000-25,000 of which were paying subscribers, leading to an 8% conversion rate. In addition to cataloguing a wine collection, users could upload tasting notes, browse other wine reviews and estimate the value of their collection. What the site lacked was editorially independent and curated…