The photography was beautiful and nothing sold. We turned the gallery into a shop in three weeks and conversion went up four times on the same catalogue.
Client
Salt & Stone
Market
Denmark
Engagement
Branding & web
Fee
€1,750
Duration
3 weeks
Shipped
November 2024
01
The problem
Salt & Stone made the best stoneware in Jutland and sold almost none of it online. The site was a full-bleed gallery: enormous photographs, no prices, a shop link in the footer.
Visitors treated it as a portfolio because it was built like one. Average time on site was high, which everybody read as a good sign. It was people looking, not buying.
02
The decision
We put the price on the photograph. That was the argument for a week — the founder felt it cheapened the work, and it is the single change that moved the number.
The rest was subtraction: one product grid instead of five collections, stock shown honestly, and a checkout that stopped asking for an account before it asked for money.