CASE STUDY · GEGE
European-made baby essentials on a subscription model, sold in more than eight markets. First we rebuilt the store around one hero product. Then we stayed, and every month we look for what is quietly getting in the way of a sale.
STARTING POINT
GEGE sells European-made baby and maternity products (diapers, nipple covers, care products) on a subscription model, in more than eight markets and 12 languages.
The store ran on a heavily customised Focal theme: 150+ sections, two page builders (PageFly and Shogun) stacked on top of each other, and dozens of market templates that had each drifted their own way. The homepage opened on a generic banner, product pages buried the technology and benefits under testimonial walls, and trust badges were hard-coded into every template separately.
THE KEY FINDING
After the rebuild we stayed on the store. Monthly checks turned up three things that had once been right and had silently broken: the subscription discount display, the affiliate programme links and the EU withdrawal button. None of them shows up in a design review. You only find them by checking the store every month the way a shopper sees it.
WHAT WE FOUND
The subscription discount was hard-coded at 25% instead of read from the real plan. On 4 of 5 diaper and pants variants, the offer looked smaller than it actually was.
Since the campaign launched, both affiliate programme pages had been sending signups to the wrong UpPromote programme.
A full price audit across four market tiers uncovered catalogue shadowing: some price edits in the admin were silently never applied.
The main stylesheet was never the bottleneck. Two apps cost roughly 2 seconds of main-thread time, and Google Tag Manager cost 21 performance points.
Trust badges and delivery info were hard-coded per template. Changing one payment icon meant editing more than 20 files.
WHAT WE CHANGED AND WHY
What we saw
The homepage elevated no product. Visitors had to hunt for the category that actually drove revenue.
What we changed
A new nipple-covers product page with 11 sections in deliberate order: the buy zone first, then everything else for the undecided. Three advertorial pages, so each ad angle lands on a page that matches it instead of the homepage.
What we saw
A single-threshold free-shipping bar, no upsell, and no visible savings.
What we changed
A two-tier bar (free shipping at €50, a special offer at €80) and an in-cart upsell, with savings, trust badges and payment icons in one place.
What we saw
Trust badges and delivery info were hard-coded into more than 20 templates.
What we changed
We moved them into shop metafields and a metaobject. They are now edited once in the admin and the change shows everywhere.
What we saw
The subscription discount, affiliate links and EU withdrawal button had broken without any warning.
What we changed
The subscription discount now comes from the real plan in all 12 languages. Affiliate links point at the right programme. The EU withdrawal button is restored and verified in 8 markets.
What we saw
The catalogue mixed images from different sources, each in its own style.
What we changed
A brand profile and a repeatable photo pipeline: 29 products in five contextual styles, plus clean cut-outs. Each new product takes about 5 minutes.
WHAT WE LEARNED
Had we left after the rebuild, the subscription discount would still look too small, affiliate signups would still land in the wrong programme, and nobody would know that some price edits don't work. None of these findings needed a new design. They needed someone who checks, regularly.
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