Case Study · Home & Living
Handwork you can see next to the price
Anton Doll makes solid wood furniture and kitchenware by hand, with a shop in Munich. The online shop serves consumers and also retailers, from wholesale and dropshipping to OEM. Handwork is the brand's strongest argument, and we worked to make it count online exactly where the customer is thinking about the price.
I'll show you where your shop loses buyers.
Craftsmanship that convinces online
In the Munich shop you can touch the wood and see the workmanship up close. Online, the product page does that job. A solid wood kitchen utensil needs more than a photo there for its value to be clear at once, because the price sits right next to it.
Production is the brand's great strength. On the product page it takes effect as soon as it is in the right place. Then there is a structural question. Consumers and retailers start on the same site yet look for very different things. One wants a piece for their own kitchen, the other terms and quantities. Two clear routes get both there faster.
Moving production to where it works
The product page is at the centre. We looked at where production becomes a reason to buy and where it gets lost in body text. Our hypothesis: the difference is closeness to the price. When the information about handwork sits where the visitor sees the amount and pauses for a moment, it explains it. That is exactly where the work starts.
The second strand is separating the routes. We designed a route of its own for retailers, whether wholesale, dropshipping or OEM. Retailers quickly find their information, and consumers can take their time with the product. The retailer route gets terms and processes, the consumer route images and material. Each page speaks to exactly one audience, and that makes both stronger.
Craftsmanship belongs next to the price
Many makers tell their story on a separate About page. We see the product page as the stronger place, more precisely the spot next to the price. That is where the visitor asks why the piece costs so much, and that is where the answer works best. If you also sell to retailers, give them their own route early. That relieves both sides, and the product page belongs entirely to the consumer again. Every maker has a tangible opportunity here that can be realised page by page.
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.