Case Study · Home & Living
Etana: The fastest way from appliance to the right bag
Etana sells vacuum cleaner bags and filters, plus hoses, sorted by appliance brand from Miele to supermarket own brands. Customers arrive with one clear question: does this bag fit my vacuum? Whoever answers that fastest wins the sale, and that is exactly what we built the shop around.
I'll show you where your shop loses buyers.
Here, speed is what sells
Consumables for household appliances are a clear needs-based purchase. Visitors arrive with a single question and want a quick answer. The shorter the path to that answer, the more likely they are to order here and come back for the next bag.
With a range sorted by many brands and even more models, structure decides how that search goes. The home page, the brand section and the categories together keep the path to the right item short. Load time is the second lever. A customer buying out of need wants speed, especially on a smartphone. For the team behind the shop, it also matters how easily they can add new brands and copy.
From analysis to faster pages
It started with a shop analysis, and we presented the findings to the team. Based on that, we created mock-ups for desktop and mobile. We then rebuilt the home page and the brand section, along with the categories and the way copy is managed. The copy now sits on its own pages, separate from the template. That means the team can edit it without a developer.
A second phase focused on load time, with a measurable target in Google's PageSpeed test. We did this directly in the Shopify theme. Images load immediately where the customer is looking. What sits further down the page loads when the customer scrolls there. Image sizes now match how they are actually displayed. These are technical details with a direct benefit for the customer: if you only want a bag, you get your answer faster.
Needs-based purchases go to the fastest path
In our view, shops for spare parts and consumables mainly sell orientation and speed. If you build your structure around the customer's appliance, you shorten the search. If you also tackle load time with a fixed target, visitors stay on track to the basket. We also recommend setting up copy so your own team can change it without a developer. That keeps the shop flexible, and every new brand in the range goes live quickly.
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.