Kettner Edelmetalle: Trust is what sells high-ticket

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.

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.

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.

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.

For confidentiality reasons we do not publish client-specific figures on this page. We are happy to walk you through the actual numbers and the approach in a conversation.