Two buyers, one shelf
83% of visits come from a phone, and 78% of search visits ask for the shop by name. SimilarWeb, Mar–Aug 2026.
[ 01 ]
The buyer who knows the pair
Has a brand and a model in mind, often from Instagram, and knows their size in one of three systems.
Comes for
Their size, the price, and proof the pair is original.
Stops at
A sold-out size with no next step, a size grid in the wrong system, a checkout that asks which messenger to use.
Answered by
EU, UK and US on one size switch, sold-out sizes kept visible with a back-in-stock request, and “Buy in 1 click” beside the cart button.
[ 02 ]
The buyer who is still choosing
Knows the budget and the style, not the model. Looks at what is popular, new or on sale, and wants to be sure before paying.
Comes for
A short list: bestsellers, new arrivals and discounts.
Stops at
An empty reviews tab, one photo on grey, a price with no delivery cost beside it.
Answered by
Bestsellers, new arrivals and sale on the home page, a grid of photos, reviews with buyers’ photos, and delivery, returns and instalments under the button.
[ 01 ]
Home
Before
A slogan, three category tiles, then bestsellers with sold-out pairs among them. Nothing said why buy here.
What we did, and why
The current offer with one button, four promises in a strip — free delivery, 14-day returns, weekly arrivals, originals only — and the brands above the fold, because the first screen has to say what the shop sells and why to trust it.
[ 02 ]
Product page
Before
One photo at a time on grey, a single size row, and delivery, returns and reviews behind tabs.
What we did, and why
A photo grid, rating and stock under the name, sizes in EU, UK and US with sold-out ones kept visible, and delivery, returns and instalments under the button, because this is where the buyer decides.
[ 03 ]
Cart
Before
Uneven type, spacing and buttons, and a total with no breakdown. Delivery options and the promo field only appeared at checkout.
What we did, and why
A drawer over the page: delivery and promo-code tabs, the total split into goods, delivery and discount, and a bar that shows how close free delivery is, because doubt about the final sum arrives in the cart.
[ 04 ]
Checkout
Before
One long form that asked which messenger to use, and a “We also recommend” block beside the order.
What we did, and why
Contact, delivery and payment as three blocks that open in turn, quick picks for the big cities, and the order summary with its button fixed on the right, because every extra decision here is a place to stop.
[ 05 ]
Confirmation
Before
No page that repeated what was bought, where it goes and what happens next.
What we did, and why
Order details on one screen and a line saying a manager will call, because a buyer who sees their data back knows the order went through.
