From red-hot brand shop to conversion-boosted webshop

PanzerGlass’ most important job is to extend the lifespan of your device.

Our job?

To extend the lifespan of their webshop.

But a combination of new internal focus at PanzerGlass and a significant shift in the way we shop resulted in the webshop being outdated.

It was time to rethink the entire setup.

"We needed our site to keep up with the times. New features are constantly being introduced, and our site needs to be equipped for that. What we had was great, but when it comes to e-commerce, something new happens all the time."

– Pernille Laumann, Performance Marketing Specialist at PanzerGlass

A small disclaimer: This will be concrete, detailed, and a little bit nerdy. But I am pretty sure there are a lot of webshop owners out there who can relate to both the mindset and the challenges.

Maybe you will learn something along the way? We certainly did.

How do we gear a webshop for sales across the board?

PanzerGlass’ motivation for rethinking their webshop can be outlined quite concretely:

• The team has shifted focus: Where they previously focused a lot on the branding side, they were ready to hammer down the conversion accelerator.
• “I can do it myself”: It had to be easier for them to work with the webshop internally - so the task was also to target the webshop to the PanzerGlass team.
• The 2023-user at the center...

Pernille Laumann, Performance Marketing Specialist at PanzerGlass says it best

“We don't have the sexiest product, but we make it as sexy as we can. That's why it was, and is, important to us that the buyer journey is easy, inspiring and colorful.”

So the challenge we faced can be summarized very briefly:

1) Their focus had shifted from branding to sales over the years - but their webshop was not geared for that

2) Just as the team's focus had changed, so had their needs - they wanted to be able to do more on their own.

Let's dive into what we actually did.

Laser-sharp focus on conversion and e-commerce best practices for 2023

Overall, it was about going from a brand shop to a functional, scalable and sales-driven webshop.

But:

What does it actually mean to be growth-oriented?

Under our roof, it means that: We make it easy for webshops to manage and grow through targeted initiatives in both front- and backend.

Granted.

That is a really broad definition - but what we do to gear a webshop for growth depends 100% on the case.

But, here’s a concrete overview of what we have done in this particular case – with Pernille as the our speaker for the section:

5 concrete, growth-driving initiatives:

1) PIM Integration

“We have an integration in Shopify that allows us to get our products online via PIM with just a few clicks. It's easier for us to get products onto the site and the risk of errors is significantly reduced. At the same time, we can create tags on the individual products, which then works with the expanded filtering options on the new site.”

– Pernille Laumann, Performance Marketing Specialist at PanzerGlass

2) Filtering and search bar

“One of the things we focused on with the new website was the filters and search bar. It's something we do more and more when we shop online, so it definitely needed to be optimized. And that in itself was a huge drive to make this upgrade.”

- Pernille Laumann, Performance Marketing Specialist at PanzerGlass

3) Ease of shop

“We are incredibly sales-driven in the e-commerce team, so it was important for us to focus on ‘ease of shop’ by making it easy and clear to understand and use the webshop. In other words, the journey to purchase should be easy and clear - with as few clicks as possible.”

- Pernille Laumann, Performance Marketing Specialist at PanzerGlass

4) A backend and frontend that works - also for the team

“It was important that both backend and frontend worked together, but Shopify is also a jungle of apps, so it was a huge help to have a partner like Grafikr, who specialize in Shopify. It means we have something that works - both for us and for the users.”

- Pernille Laumann, Performance Marketing Specialist at PanzerGlass

5) Scalability - across markets

“This project is part of our 2025 strategy, where we are preparing the site to become a wider sales channel. Therefore, it was also important to have a webshop that was equipped for growth in other and new markets. Something I know requires a lot in terms of technical integrations.”

- Pernille Laumann, Performance Marketing Specialist at PanzerGlass

You can explore the user experience for yourself on their new webshop - but hopefully now you also have an idea of what elements have been at work at the backend of the solution.

And after all that, you are probably ready to get some numbers on the table?

Shorter path to purchase and effective tools for collecting data

Here, both you and I would probably wish I could throw some dry numbers on the table to highlight the importance of the great work we have done with PanzerGlass.

But if you do not have a baseline to compare those to, it becomes a difficult task.

"We simply didn’t have a good enough foundation to work from, so it’s hard for us to compare performance. But there wasn’t enough structure in how we used the results before. However, we’re now tracking that – and it’s definitely something we’ll be actively using, moving forward, to adjust the user experience."

- Pernille Laumann, Performance Marketing Specialist at PanzerGlass

And yes, it is also a reminder, that tracking and structure are key when working with a webshop. If you do not have your tracking and data under control, you will end up groping in the dark when it comes to optimization.

You have heard this one before, but here it is again:

The work on a webshop never ends.

And hopefully neither does our collaboration with PanzerGlass - we are still working on improving and fine-tuning their webshop.

We will let Pernille round things off with a few words about the collaboration: