Kettner Edelmetalle: Trust is what sells high-ticket

The starting point

Shop type & industry

Precious Metals

The problem

A dealer in gold and precious metals, baskets in the four- to five-figure range and a correspondingly high barrier to purchase. Prospects researched intensively but abandoned before buying: at these amounts trust decides, not price.

Hypotheses & the tested variant

From the starting point we derived the following hypotheses — each was tested as its own variant against the existing version, never rolled out blindly:

Three levers, tested systematically: trust optimisation (security and provenance signals at the decisive points rather than everywhere), sharpening the value proposition (why buy here and not at a bank or a competitor), and clearer user guidance from researching to buying.

Measurement & test duration

Every change ran as an A/B test against the existing version. With trust elements in particular, measuring is mandatory: badly placed trust signals can also hurt conversion, so every assumption was tested rather than simply implemented.

Result

A clearly double-digit revenue increase from the combination of the three levers, with an unchanged assortment and unchanged traffic. The shop has converted more of its existing visitors ever since.

Business significance

A clearly double-digit revenue increase with an unchanged assortment and unchanged traffic — the shop has converted more of its existing visitors ever since.

Limitations

This case study is an anonymised account: for confidentiality reasons we do not publish client-specific figures. Individual results are not directly transferable — the test context decides what applies: the industry and size of your shop shape the outcome. We are happy to walk you through concrete metrics and our approach in a conversation.