Creating the online store on Shopify was initially a quick, rudimentary, self-directed solution to establish a digital presence and gain initial experience with an online store. However, the store did not optimally reflect WERA's brand essence, whose products stand for the highest quality. In particular, the best-selling products, the "hero" products, were not adequately presented and explained. In addition, the unique ability to personalize products, a key USP of the online store, was not sufficiently highlighted, and the mobile usability was only moderately successful. It became clear that a professional relaunch of the online store was needed to take it to the next level.
Services
- Shop relaunch
- Concept & Consulting
- Individual design
- programming
- Individual functionalities
With a relaunch of the existing Shopify online shop, WERA Tool Rebels was able to sustainably double the shop's conversion rate , maintain it consistently at the new level and delight customers with the new appearance .
The initial situation
WERA Tools, a medium-sized tool manufacturer from Wuppertal, has made a name for itself with its high-quality screwdriving tools, such as screwdrivers, cyclops wrenches, and open-end wrenches. Traditionally, WERA served the B2B sector and sold its products through specialist retailers. However, thanks to its unique product quality and unique approach, WERA has built an enthusiastic fan base. True to its brand claim "Be a Tool Rebel," WERA has decided to establish its own online presence at www.toolrebels.de .
The challenge
The solution approach
tante-e, one of the leading Shopify Plus agencies in Germany, was the perfect partner for this challenge. Together with WERA, tante-e relaunched the store with a unique, tailor-made design. After in-depth discussions with the WERA team to identify current issues and gain a deep understanding of the brand essence and the uniqueness of the products, the tante-e team spent a day on-site at WERA. This intensive exchange served as the basis for the subsequent concept and design phase.
The implementation
New additional entry point for Hero products
New additional entry point for Hero products
The relaunch was characterized by several new approaches. A key aspect was the creation of an additional entry point into WERA's product world via the hero products. Each of these top products received its own page, where its special features and USPs were presented and explained in detail. This provided customers with an alternative way to explore the product world.
More space and focus for emotions
More space and focus for emotions
Another focus was on improving storytelling and creating a more emotional product presentation. More space was created for high-quality photography and visual representations of product information. Augmented reality features were also integrated, allowing customers to visualize 3D models of the products on their own smartphones.
New configurator for personalizations
New configurator for personalizations
A special highlight of the relaunch was the completely redesigned personalization configurator. This now allows mobile use and shows customers a real-time preview of their personalized engraving on the products.
Optimized product pages
Optimized product pages
On the product pages, there is a much greater focus on the visual presentation of content and showing the products in use. Previously text-heavy or overcrowded data tables have been incorporated into the product page in a more visually appealing and relaxed manner.
The implementation
01
New additional entry point for Hero products
The relaunch was characterized by several new approaches. A key aspect was the creation of an additional entry point into WERA's product world via the hero products. Each of these top products received its own page, where its special features and USPs were presented and explained in detail. This provided customers with an alternative way to explore the product world.
02
More space and focus for emotions
Another focus was on improving storytelling and creating a more emotional product presentation. More space was created for high-quality photography and visual representations of product information. Augmented reality features were also integrated, allowing customers to visualize 3D models of the products on their own smartphones.
03
New configurator for personalizations
A special highlight of the relaunch was the completely redesigned personalization configurator. This now allows mobile use and shows customers a real-time preview of their personalized engraving on the products.
04
Optimized product pages
On the product pages, there is a much greater focus on the visual presentation of content and showing the products in use. Previously text-heavy or overcrowded data tables have been incorporated into the product page in a more visually appealing and relaxed manner.
The results
The results of the relaunch were impressive. The online shop now radiates the unique brand essence and the high quality of WERA products. The positive feedback from customers and employees was a clear indication of the relaunch's success. Furthermore, the relaunch and improved product presentation doubled the conversion rate, which has remained consistently high ever since, even months later.
Lessons Learned
The project provides valuable insights. It demonstrates the importance of appealing product presentation for branding and performance. It also demonstrates that alternative entry points into the store structure can better address and engage different target groups. Finally, the optimization of the product personalization function for mobile devices has shown that adapting to customer needs and displaying preview images can further increase conversion rates.
The joint project with WERA Tool Rebels clearly demonstrates the results that well-thought-out and optimized shop relaunches with a clear concept and focus on the strengths of the brand and products can deliver. It shows how to build online shops that not only look good but also deliver sustainable results.
I'm really excited about the shop because it shows that products that you might not expect to be emotionally or visually appealing can still be presented in an emotionally and visually appealing way. It just takes the right concept, mindset, and willpower on both sides. That was absolutely present in this project—which is why it was so much fun working on it with the WERA Tool Rebels team.
Adrian, Founder & Managing Director - tante-e