Case Study · Wellness & Lifestyle
Jewellery or wellness? At MAGNETIX the category decides
MAGNETIX Wellness, now VITALIX, sells magnetic jewellery and wellness products internationally on Shopify, from bracelets and necklaces to supports and products for children and pets. Each piece appeals as jewellery and convinces as a wellness product. We worked on making the product page play both strengths in the right order.
I'll show you where your shop loses buyers.
One product, two reasons to buy
Magnetic jewellery is both jewellery and a promise. Some customers come because they like a bracelet. Others come with a need and look for something that makes them feel good. Both groups land on the same product page. That makes the product page the page with the most room for design in the whole shop.
The broad range makes the task interesting. For a necklace, design may come first. For a support, the purpose comes first. For pet products, something else again. Giving each category its own order of arguments gets more out of every page. Then there is the navigation, which has to lead people from very different starting points to their product.
Two arguments, one clear order
We first separated the jewellery argument from the wellness argument and looked at each on its own. Then, for every category, we decided which of the two leads on the product page. The answers differ, and that is the gain: each category puts forward the argument its buyers look for first.
For bracelets and necklaces, looks lead and the effect supports them. For supports, the order flips. From this distinction we created guidelines for how product pages are built in each category. The second big lever is navigation. Someone who arrives with a complaint searches differently from someone drawn in by the design. So we checked the category logic against both starting points and proposed paths that serve both kinds of search and meet again on the product page.
Products with two roles need an order
Many products serve two purposes, and that is a big opportunity. In our experience, both messages work best when they are told one after the other. For shops in a similar position, we recommend separating the arguments and deciding per category which one leads. It sounds like a small editorial choice. In practice it reorganises the whole product page and makes the navigation clearer too. Answer the question once per category and you have a template that gets every new product off to a clean start.
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.