Case Study · Home & Living
Gift buyers and hotels, each on their own route
Heimat im Herz sells engraved and personalised woodware, including chopping boards, decor, household and outdoor items, with its own personalisation configurator. Its customers fall into two very different groups, and both are valuable to the brand. We worked to make sure each finds its route from the first click.
I'll show you where your shop loses buyers.
One configurator, two customer groups
Private buyers are looking for a gift. They want a board engraved with a name, it should feel personal, and the configurator is their most important tool. Hotels and restaurants, like retailers, order logo products in bulk. They want to know how logo engraving works and how a larger order runs.
A configurator makes buying easy when it serves up decisions in good portions. For business customers the question is whether they quickly find what they need in a consumer shop, since quantities and logo engraving are a side topic there. Both groups should feel in the right place from the first glance. That is a double lever for the brand.
Observe first, then a separate page for business customers
We kicked off with a shop analysis and a user test. Both had a clear task: find out where the configurator supports the purchase and where it holds it up. A configurator with many options often looks simpler on paper than in the customer's hands. Watching real users design a personalised product quickly shows where decisions come too early or too bunched together. With gifts especially, designing should be fun.
For the business segment we created a separate landing page. Quantities and logo engraving have room there, as does how an order runs, and private customers are not affected. Business customers see at a glance how an order with a logo works and have all the information in one place. In parallel we monitored the Google campaigns together with the client's existing agency, so ads and shop work towards the same goals.
Two audiences, two routes
When private and business customers buy the same product, we give them separate routes early. A separate landing page for business customers is quick to build and keeps the consumer shop lean. With configurators, watching real users is especially worth it. What looks logical on paper often feels very different when you are designing. A user test shows exactly that before money goes into a rebuild, and every observation from it makes the product more appealing for both groups.
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.