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Haskell's: A Joint Case Study by Irish Titan and Siteimprove

  • 11 min
  • June 11, 2018

The Situation

Irish Titan launched in 2016, leveraging Magento ecommerce capabilities for the upper midwest’s preeminent provider of wine, beer, and spirits. The nature of the business means that the site is constantly being updated to reflect ever-changing inventory. The ability for customers to order online and have those orders shipped locally or nationally is a critically important feature. A busy, fluid, and dynamic website like Haskell’s requires a great deal of ongoing focus and attention to detail. Haskell’s looked to Irish Titan and Siteimprove for leadership and guidance in optimizing their already thriving platform.

The Process

Siteimprove was introduced to the site, highlighting and identifying accessibility and quality assurance issues, allowing web editors to prioritize fixes so that they can address the biggest issues first. The results (and recommended fixes) were conveniently displayed on a dashboard, along with the potential impact on the site’s Digital Certainty Index™, Siteimprove’s scoring model to reflect the ever-changing digital environment across SEO, accessibility, and quality assurance.

The Solution

Based on the insightful information provided by Siteimprove (and close partnership with Haskell's), Irish Titan took immediate action in the following areas.

Quality Assurance

  • Fixing broken links on pages. 
  • Fixing spelling errors.
  • Basic grammar checks throughout the site. 

SEO Compliance

  • Adding GZIP compression to files. 
  • Tweaking server performance settings to increase site speed and optimization.


  • Adding labels/descriptions to search fields and buttons.
  • Increasing contrast for sections of the site to meet AA color contrast ratios. 
  • ARIA descriptive labels on product images, details buttons and add to cart buttons on listing pages and product pages. 

The Results

98.8 percent icon

Quality Assurance Score
Increased from 92.5 to 98.8/100. This was a 7% improvement over their prior score and is 14% higher than the industry average.

56 percent icon

Accessibility Score
56% increase, 24% higher than the industry average and still rising.

15 percent icon

SEO Score
SEO score rose over 15% to 13% higher than the industry average.

22 percent icon

DCI™ Score
DCI™ score improvement of 22% which is now 18% higher than the industry average.

In Review

Haskell’s Digital Certainty Index™ greatly increased in a short period of time, and they now have a clear roadmap for future improvements relating to effective content, increased usability for all site visitors, and improved SEO scores. The combination of Siteimprove’s ability to identify areas in need of improvement, and Irish Titan’s expertise in making those improvements quickly and effectively, means that is able to age as a fine wine should.




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