Case Study · Kids & Family
How Cotton Ballon guides families through a curated range
Cotton Ballon is a family business from Augsburg, stocking European design brands for children from birth to primary school. In the shop, a range like this thrives on discovery. Together with the team, we are bringing that joy of discovery into the online shop, with paths that match the questions customers bring.
I'll show you where your shop loses buyers.
Result
+120%
conversion rate in two weeks. A single result.
From browsing to finding
The range runs from toys and tableware to home accessories, every piece chosen with care. People who know the shop value exactly this mix. You come in for a present and discover something quite different along the way. In the shop, the team gives the advice. Online, structure and copy take on that role.
Online, categories and filters do the job of the shelf. That is where browsing turns into buying, or does not. Customers' questions are often very specific. What do I give for a birth? What suits a child just starting nursery? A shop that picks up these questions directly turns a broad range into a personal recommendation.
Range navigation built around the occasion
We work directly with the Cotton Ballon team, close to the decisions in the shop. We started with the question of what occasion customers are actually searching for. Some arrive thinking of the child's age, others with a favourite brand, many with a vague gift idea. Each of these searches gets its own way in.
The work on range navigation and category logic builds on that. We check how the shop answers each of these searches and where the path can be shortened. One focus is the route to a gift. Here the buyers are often people who barely know the range but still want to make a good choice quickly. That includes asking how much choice a category can hold while staying inspiring and easy to scan. We prioritise every next step together with the team.
Curation with signposts
A concept store sells a selection, and online that selection pulls hardest when it is given a direction. In our view, the occasion is the best organising principle for a curated range. Customers think in situations: a birthday, a birth, a child just learning to walk. Shops that reflect these situations in their navigation leave room to discover while still giving people something to hold on to. If you run a curated range, your navigation probably holds more selling power than it first appears.
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.