Case Study · Paints & Building Supplies
One product page for decorators and DIYers alike
Diessner makes paints and coatings, from emulsion paints and plasters to thermal insulation systems, with its own lab and a long company history. The online shop farbe-direkt.de brings this range to tradespeople and DIYers. Both buy the same product with very different prior knowledge, and we rethought the product page for both.
I'll show you where your shop loses buyers.
The same tin, two levels of knowledge
A decorator knows which paint they need for which surface, and how much. They want to order fast. A DIYer stands in front of their wall and first wonders how much paint to buy at all. They need a quantity calculation before they think about the basket.
With paint, the product page is where the sale happens. Shade and tin size need answering together with coverage and surface. When all four answers are there, the customer orders with confidence. For a maker with a broad range, that means organising a great deal of knowledge cleverly in little space. Every right order makes the DIYer happy and saves the shop returns.
Wireframes built on the maker's knowledge
After agreeing the goals together, we produced wireframes for the shop's key pages. The product page is at the centre, because all four questions are answered there at once. We agreed the wireframes with Diessner's internal team, who know the products and how they are used better than anyone. Their knowledge of surfaces and coverage went straight into the page structure.
The build in the Shopify shop followed. One guiding idea runs through it: the professional orders without detours, and the DIYer finds help with the quantity calculation exactly where the question arises. Both routes share the same page. What the professional skips, the DIYer needs, and vice versa. So the order of information matters as much as its content.
What makers with trade and private customers can take away
When professionals and amateurs buy in the same shop, we build the product page from the most demanding question. With paint, that is shade and quantity combined, matched to the surface. Solve it for the amateur and you still keep the fast route to the basket open for the professional. And knowledge from your own lab is an asset that achieves more on the product page than in any brochure. Makers with this know-how are very well placed online.
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.