Case Study · Kids & Family
At Infantium Victoria the dress wins first, then the values
Infantium Victoria makes vegan designer clothing for children and babies from GOTS organic cotton, traceable to the people who sew it. It sells internationally via Shopify. The brand has strong values, and in the shop we bring them together with the fast first impression of the design.
I'll show you where your shop loses buyers.
Strong values, snap judgements
At Infantium Victoria, fair and ecological production is part of the product. Every piece can be traced back to the people who sewed it. That is a strong story, and it sets the brand clearly apart from conventional kidswear.
In the shop, this story meets a very fast judgement: do I like the dress? That judgement happens in an instant, usually on a smartphone. When the design convinces, the values come into their own. In international sales, many customers are only just getting to know the brand. That is why the question of why someone buys here sits at the very start of our work.
A testing concept from three data sources
We began with positioning and wrote down what sets Infantium Victoria apart from conventional brands and why that matters to buyers. User tests followed, separately for desktop and mobile. Kidswear sells mostly on mobile and is judged differently on a computer, and both situations deserve their own look. On a smartphone the verdict on a dress comes faster, on a computer people compare more.
The results fed into a testing concept with a fixed evaluation template. Before every test it is clear what a result will be measured against, and every test follows the same rules. Google Ads and Analytics were part of the work, as was the shop itself. A customer survey adds a third data source to the numbers and user tests and brings buyers' voices straight into prioritisation.
Please first, persuade second
Brands with strong values like to tell their story first. In our view the reverse order usually works better in a shop: the product wins at first glance, then the values give the reason to buy here. Testing mobile and desktop separately also shows that the two devices belong to different moments in the decision. A customer survey adds the reasons no click count shows. If your brand stands for something clear, this order is where its biggest potential in the shop lies.
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.