Case Study · Pet Food
The dog eats, the owner decides
Westho Petfood makes premium dog food and offers three lines side by side in its Shopware shop: its own wet and dry lines, the Luger's brand and veterinary diet food. Buyers are emotional and well informed at the same time. Once they have found the right food they like to stay, and we put that repeat purchase at the centre.
I'll show you where your shop loses buyers.
Three lines, three ways of searching
People looking for standard food browse by flavour and pack size. People who need diet food usually come with a vet's recommendation and search with purpose. Both routes run through the same navigation, and each deserves its own clear entry point there. For diet food, being easy to find is especially valuable, because the dog depends on it.
Dog owners are a special audience. When changing food they read ingredient lists and ask friends. The actual decision is then often made on gut feeling. The business grows afterwards, with repeat purchases. Once owners have found the right food, they order it again and again, as long as the route is easy. That is where a lot of potential lies.
Navigation untangled, ads aligned
First we untangled the three lines in the navigation. Diet food is found differently from standard food, usually via a specific condition or a recommendation. So it gets its own clearly visible entry point and stays easy to see between wet and dry food. Standard food and Luger's keep their own routes, and every line has room. Every buyer quickly finds their line.
In parallel we managed the Meta ad account on an ongoing basis so ads and shop speak the same language. Anyone arriving from an ad should find in the shop exactly what made them click. One focus is the repeat purchase, because in pet food that is the real business. Anything that makes the second purchase easier took priority, above all a navigation where regular customers find their food instantly.
Pet food grows with the second purchase
Our view of pet food and similar consumables: the first purchase takes persuasion, the second can almost happen on its own. That is why it pays to focus on repeat purchases early. If you carry several lines, make each one findable the way its buyers search, because diet food and standard food follow their own logic. When ad and shop tell the same story, every click is a beginning, and many beginnings become a base of loyal customers.
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.