Case Study · Food & Treats
CHOCQLATE: Easter trading starts before Easter
CHOCQLATE sells fair trade organic chocolate and cocoa products through its own shop on Shopware. In confectionery, a large share of revenue falls into a few weeks around the holidays. Prepare those weeks well and you start every season at full speed.
I'll show you where your shop loses buyers.
A short season, a big opportunity
Seasonal products have a clear rhythm. Demand climbs steeply before Easter and Christmas, then levels off again. For a shop, that means campaigns, landing pages and product presentation are ready before the season begins. Ad budgets also concentrate in this short window, and every well-targeted euro pays back twice there.
With food there is a second point. Customers cannot taste anything online. They decide with their eyes, and the product image does the first part of the selling. A strong ad reaches its full effect when the page behind it lives up to the impression. To judge that, we look at advertising and shop separately.
Judging ad impact and shop impact separately
The Easter campaign was the centre of the work. We split it into two halves: the impact of the ads on one side, visitor behaviour in the shop on the other. A campaign can deliver good clicks while the landing page still has room to improve. Equally, a strong page can benefit from better ads. Only by separating them can you see where the lever sits.
The second part is a brief for product images. It describes what a chocolate image must show so people can almost taste it and see the quality of the ingredients. With fair trade organic products, origin belongs in the picture too, because for many buyers it explains the price. We shared our findings continuously and in short form, so the team could take them straight into preparing the next season.
The next season starts now
In our view, the best time to prepare next Easter is the week after the last one. The data is fresh, and there is calm for good decisions. For shops with strong seasonal trade, we recommend taking campaigns apart straight afterwards and judging ad and page separately. Imagery belongs in the same round, while there is still time for new shoots. Good product photos need lead time, and chocolate even more so. If you know before the season which page can still improve, you can spend your budget with purpose and go into the peak with the wind behind you.
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.