Initial consultation
Wellenshop

Wellenshop: Full sail ahead for e-commerce: Boosting sales with A/B testing

We have optimised the digital shopping experience for Wellenshop, a specialist retailer of boat and sailing accessories, using Shopware 6. Through targeted usability optimisation and data-driven A/B testing, we were able to minimise friction and significantly increase the conversion rate whilst the site remained live.

A sleek white motor yacht cutting through deep blue sea water, viewed from above as it leaves a foamy wake behind.
Wellenshop Logo
  • A/B testing
    , usability tuning
    : Targeted UX optimisations reduce friction at checkout.
  • Shopware 6
    Stable e-commerce
    A highly available technical foundation for seamless transactions.
  • Conversion-Plus
    Measurable success
    A significant increase in completed purchases through optimised user guidance.
Focus on precision: structured navigation for high-end boat accessories.
Focus on precision: structured navigation for high-end boat accessories.

The task

Background & Challenge

Wellenshop is one of the established online retailers for yacht and boat supplies. Managing its broad, highly technical product range (from stainless steel shackles and safety equipment to electronics) posed challenges for the shop system:

  1. Confusing customer journey: Finding specific specialist accessories was often too complex for customers without detailed knowledge.
  2. Lost sales at the checkout: A high bounce rate during the checkout process indicated undiscovered friction points and usability barriers.
  3. Need for optimisation on mobile devices: The growing number of mobile users were shopping less frequently than desktop users (lower mobile conversion rate).
  4. No data-driven basis for decision-making: In the past, changes to the online shop were often implemented without statistical evidence.

The solution

Our solution & your contribution

We have systematically analysed and continuously optimised the Wellenshop online shop.

  • Usability audit & A/B testing in live operation: Rather than relying on guesswork, we have implemented data-driven A/B tests. This involved testing various design variants on real users (e.g. optimising the visual hierarchy, placement and design of trust elements and CTA buttons).
  • Simplification of the checkout process: Reduction in the number of required form fields, introduction of clearer visual navigation through the checkout (one-step checkout) and optimisation of error messages for incorrect entries.
  • Structuring the filter logic: Revising the filter functions to enable quick narrowing down of technical boat accessory specifications (dimensions, material thickness, breaking load).
  • Technical SEO & PageSpeed optimisation: Optimisation of loading times (script optimisation, database clean-up and asset compression) to reduce the bounce rate among mobile visitors.
Optimised Mobile Journey: Data-driven A/B testing for a seamless shopping experience.
Optimised Mobile Journey: Data-driven A/B testing for a seamless shopping experience.

See for yourself: the project is live.

View project

Ready when you are

Tell us where the problem lies.

Is a process taking too long? Is a system not integrating properly? Is a solution missing? Describe it in one sentence and we’ll tell you what’s possible.

Telephone: +49 341 24892188
Email: ed.ytilibuoy@onullfni

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