When patchwork solutions create confusion and inhibit scaling

Important details can get lost in translation as Barons rush to keep up with demand

Barons.dk is on a mission to create the perfect "business shirt." The vision of crafting a high-quality shirt with a focus on functional details is crystal clear, and that is what founder Joachim Latocha works toward every single day.

Before Joachim came to us, Barons’ webshop was a mishmash of various elements, changes, and ideas based on inspiration. Instead of focusing on what the specific challenges were and making good data-driven decisions, the webshop had become a tangled mess without any clear direction. This led to inefficient workflows and a chaotic webshop, lacking any real structure. There was a lack of coherence, no unified design approach, and no clear methods for how new implementations and decisions should be made.

This was exactly why Joachim reached out to us, wanting a strategic partner who could help pave the way for how Barons should work with e-commerce in the future.

The ultimate goal was first and foremost to improve the numbers and at the same time create a clear and cohesive experience for visitor experience on the webshop so that the webshop could clearly reflect the vision of the brand.

In addition, it was also important that Barons had a system to easily implement new elements across different countries, as Barons was already operating in multiple markets. In short, Barons was looking for a sparring partner who could challenge, advise and work strategically with the future development of the webshop.

Barons has engaged in a collaboration that also characterizes many of our other customers, where the webshop has become part of our CRO program. The aim is to optimize the conversion rate so that a larger proportion of visitors to Barons.dk convert to a purchase.

This also means that we have an ongoing collaboration where we are proactive and continuously analyze Barons' data, providing insights and understandings of the data. Joachim understands the Barons brand and we understand the commercial side, having solved many similar types of challenges in the past. This creates a strong synergy for the collaboration, elevating it to a higher level. With two different perspectives, we create the foundation for making important and essential decisions.

Previously, Barons had individual Shopify webshops for each market Barons were active in - without a direct connection between them. These were also developed individually, which could be a big challenge in terms of maintenance. The solution, therefore, was to transfer Barons to Grafikr's unique workflow for internationalization,allowing new implementations to be rolled out easily across countries.

The focus now is on giving Barons insight into their data and offering suggestions for how to leverage the opportunities within that data in the best possible way. That way, we set up different split tests and test our hypotheses and then implement based on that.

Data-driven discussions and decisions are key words

For Barons, this concretely means that there now is a process for new implementations that are no longer launched without being thoroughly tested in advance, so we know with certainty what to expect from the outcome. A concrete example of this is when we challenged the way visitors were purchasing Barons' shirts. Thanks to the split test, we gained full understanding and a solid foundation for implementing a very significant change where we rethought the purchase flow.

The test confirmed our hypothesis to that extent, resulting in 62% of the visitors landing on the product page also landing in the cart. For Barons, this finding has had—and continues to have—an enormous business impact.

We base our hypotheses on years of experience with webshops, especially in the fashion sector, where we have seen many similar challenges. Our collaboration with Barons is, therefore, also based on data-driven, visible results, so the partnership is grounded in concrete goals and outcomes. Data-driven discussions and decisions are the key approaches, and this is the methodology we work towards together.