Case Study · Home & Living
ALMUT von Wildheim brings natural materials to the screen
ALMUT von Wildheim makes designer lamps in Austria from natural materials: wood and merino wool felt, hay and flowers, cork or stone. These lamps live through touch and smell. We worked on telling those sensations through images and words so that visitors can feel them online.
I'll show you where your shop loses buyers.
A product for the senses, on a screen
When you see a lamp made of hay or felt in a shop, you touch it. You smell the material and see how the light falls through its texture. Online, photos and text have to do that work. The material story reaches people through images and words, and those impressions are what make the price make sense.
Then there is the price level. People buy handmade designer lamps with care. They compare, come back several times and order once they are sure the lamp suits their room. Campaigns and website carry this long decision together. Judge them together and you see the whole journey. An ad that sparks curiosity works best when the page afterwards carries the story on.
From positioning to wireframe
First we wrote down the positioning. What does ALMUT von Wildheim stand for, and why would someone buy a lamp here? From that we developed wireframes for the key pages of the WordPress site. Material and craft get the space they naturally have in a showroom. The wireframes set the order in which a visitor experiences material, effect in the room and price.
A detailed review from a user test shows where the material story lands with visitors and where it is still just text. These observations went straight into the concept. Ad accounts, Analytics, Tag Manager and the CMS were part of the work. So we judge campaign and page together, from the first ad contact to the order. With long decisions this journey spreads across several visits and channels, and we keep it in view as a whole.
Material needs a story that lands
Products that live from material and craft have a special job online: they have to move people with words and pictures. In our view, a user test helps more here than any internal discussion, because it shows which description creates a picture in the visitor's mind. At high prices it pays to see campaign and page as one journey, since the decision matures over several visits. A good material description reaches the senses a photo leaves open, and lets your craft shine online too.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.