Case Study · Daily Living Aids
petertools sells living aids as an equal
petertools sells daily living aids for people with disabilities via Shopify, made in Switzerland, including bags and backpacks, one-handed shoelaces and wheelchair accessories. The products solve very specific everyday tasks. Our aim is a tone that takes people seriously and puts their everyday life at the centre.
I'll show you where your shop loses buyers.
Targeted searches, high standards
People looking for one-handed shoelaces or wheelchair accessories search with real purpose. They know exactly what they need and check whether a product fits. Many have tried a lot already and can tell straight away whether a maker knows their daily life. For a brand with Swiss production and a clear view of that life, that is a strong starting point.
The tone needs sensitivity. The products should look like everyday life and take people seriously, without reducing them to a disability. Then there is a structural question: petertools has a company site and a shop. Which content carries the buying decision on which domain? Two sites for the same brand complement each other well when each page has a clear job.
Two domains, one clear job each
One of the core questions is the split between company site and shop. We checked which content belongs on which domain and wrote down the job of each page. Information about the company gets its own place. In the shop, what counts is whatever supports the buying decision, so the route to the product stays clear and direct.
In parallel we surveyed customers repeatedly. With such a specific audience, customers' voices are worth more than any industry comparison. The surveys show which words customers use themselves, what questions they have before buying and how they talk about their aids. Repeatedly, because every new product and every change in the shop brings new questions. The answers feed straight into prioritising the next steps.
Ask customers before you write about them
With specialised audiences, benchmarks from other shops carry little weight in our view. The people who buy from petertools have very specific needs and a fine sense of how they are spoken about. Regular customer surveys give a better foundation. A clear split between company site and shop helps both: one tells the story, the other sells. Ask your customers regularly and you write in their language, and you earn what counts most in this market: real trust.
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.