Love & Faith is one of the leading D2C shops in the German-speaking market for personalized and emotional gifts. With monthly revenue reaching up to €2 million and a catalog of over 1,000 products, the shop offers fully customizable gift items for family members, partners, and friends.
Love & Faith operates its own production facility in Germany and serves customers across the DACH region as well as in the Netherlands, Italy, and France.
The optimization was implemented by Convertlab GmbH, a specialized CRO agency based in Heilsbronn and an official Varify Agency Partner.
Product pages were the primary focus of the optimization program, as they are the core decision-making environment for personalized products. Users spend significant time customizing items, and any friction or missing trust element directly impacts conversion.
Convertlab's research combined multiple data sources. Reviews and customer communication were analyzed using the Motivkompass model, identifying the primary motivation field of the target audience: warmth and giving joy. This informed all copywriting and design decisions. Over 87% of visitors access the shop via mobile devices, so all optimizations were primarily designed for mobile.
Goal: Sustainably increase Average Revenue per User (ARPU) — encompassing both Conversion Rate and Average Order Value — by optimizing user behavior and facilitating purchase decisions.
If users are shown a social proof badge with a scarcity message on the product page ("Popular product — high risk of selling out within the next 48 hours"),
then the conversion rate will increase,
because the combination of social proof and scarcity — particularly for personalizable gifts ahead of events like Christmas — heightens purchase urgency and accelerates the decision-making process.
Changes: A "Popular Product" badge with a scarcity message was introduced on product detail pages: "High risk of selling out within the next 48 hours" — based on actual stock data from previous years.
Test Setup: This test was part of an 18-month CRO program comprising 30 A/B tests across the entire Love & Faith shop. Tests were evaluated using the frequentist method. The shop generates up to €2,000,000 in monthly revenue with over 87% mobile users, enabling high test volume and rapid statistical significance.
Segmentation: Primary focus on mobile users (87%+ of all traffic). The core target audience — gift seekers for family, partners, and friends — was analyzed using the Motivkompass model (primary motivation: warmth / giving joy).
Measured Conversions:
+53.07% Average Revenue per Visitor (ARPV)
+40.54% Conversion Rate
Insights: The Popular Product Badge showed extreme effectiveness before Christmas (+53% ARPV), but intensity decreases outside peak periods. The sustainable uplift remains positive but not at that level.
17 out of 30 tests were significant winners and were rolled out into the live shop. Winning variations were rolled out sequentially and transferred to international stores (Netherlands, Italy, France).
The collaboration continues, as continuous testing has been established as a core component of shop strategy. Follow-up tests and granular re-tests of individual elements are planned on an ongoing basis.
Implementation with Varify: All tests were implemented using Varify as the A/B testing tool. Convertlab works as an official Varify Agency Partner and collaborates closely with the platform. Varify was the ideal choice because it enables a lean and performant integration with Shopify — a critical factor, as Convertlab places strong emphasis on minimal third-party code and maximum page speed. The custom-code-based implementation combined with Varify made it possible to set up tests so that winning variations could be quickly and seamlessly integrated into the live shop.
Convertlab hat unseren Shop spürbar vorangebracht. Sie denken voraus, testen und liefern Ergebnisse, die du sofort im Umsatz siehst. Convertlab ist für uns nicht nur ein Dienstleister, sondern ein echter Partner, der unsere Marke versteht und jedes Detail im Blick behält. Deshalb arbeiten wir seit über 2 Jahren mit Chris und seinem Team zusammen und setzen die Partnerschaft fort – sie bringen konstant neue Ideen, die unsere Conversion-Rate immer wieder messbar verbessern.
Convertlab is a specialized agency focused entirely on data-driven conversion rate optimization, based in Heilsbronn, Germany. As a Shopify Selected Partner and official Varify Agency Partner, the eight-person team manages online shops generating over €80 million in combined annual revenue.
The agency combines data analysis, sales psychology (TÜV-certified), custom web design, and lean web development to systematically improve shop performance for leading D2C brands in the DACH region.