Case Study · Luxury & Jewellery
The online route that ends at Gänsemarkt
Juwelier Becker is a long-established Hamburg jeweller with a shop on Gänsemarkt, selling luxury watches and jewellery. In this price range, the route leads from screen to shop via a call, an enquiry or an appointment. We aligned the website firmly with that step.
I'll show you where your shop loses buyers.
The conversation is the real conversion
People looking for a luxury watch research online and buy in store. They want to see the piece, feel it on the wrist and talk to someone who knows. For a site in this segment, contact is the real conversion, and the website is the first handshake. Every point along the way can bring the prospect one step closer to that conversation.
Then there is selective distribution. Many watch brands decide through which channels their watches may be sold. The question of whether a certain model is available becomes a natural way into a conversation. And the house has plenty of trust. Its long history on Gänsemarkt is an asset hardly any pure online retailer can offer, and the site should show it.
A new target metric, a clear route to contact
We set qualified contact as the target metric: a call, an enquiry or a booked appointment. With that yardstick we reviewed the route there, from the model page to the contact form. How fast does a prospect find someone to talk to, by phone or form? Every point where they hesitate is a conversation we can bring closer.
For brands with selective distribution, the availability question is the pivot. Anyone wanting to know if a model is in stock should be able to ask right where the question arises. For trust, the site relies on what already sets the house apart: tradition and location. Both can be made visible online, and both make people want to visit Gänsemarkt.
High basket values, a different conversion
Our view for retailers of high-priced goods: the site should make the next step easy, and that step is often a conversation. Set it as your target metric and you suddenly find new points where prospects can be won. The availability question is a gift, because real buying interest sits behind it. People should be able to ask it in one click. And a long-established house should show its history with confidence, because it is its strongest selling point.
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.