Result
Online sales at 5x the prior three-month period, 290 products migrated with pricing and copy intact
Client
S.T. Dupont Vancouver, the authorized flagship store of Canada
Scope
Platform migration, storefront design, catalog build
Stack
WordPress, WooCommerce, Bricks, Clover POS
Consider the buyer: someone looking at a lighter priced above their monthly car payment. They already know the maison, know the finish is lacquer over brass, and have a fair idea what it should cost. Then the product page opens. The photo is small, the description runs two lines, and there is no finish, no serial, no country of origin, and nothing to show that this shop is licensed to sell the brand. The lighter is not in doubt. The shop is. So they close the page and ring the store to ask whether it is genuine, often enough that staff keep a reply ready. Each of those calls is a sale the website should have closed by itself.
A storefront is not a catalogue. It is an argument that the seller is who they claim to be.
What was actually happening?
The client named the catalogue as the problem; the platform was the problem beneath it. Wix held 290 products in a structure with no room for finishes, variants or serial numbers, so every product page said less than the display case in the shop. Payment ran through Clover, which the template treated as an add-on. And the authorised dealer status, the one fact that sets this shop apart from a reseller, sat in the footer, where a first-time buyer never looks.
1. What must a luxury storefront prove in the first screen?
Before: a template homepage. The maison is named once, authorised dealer status is absent, and the first product sits two scroll-lengths below stock layout.
After: an editorial first screen. Dealer status, the collection rail and one primary action are all readable without scrolling.
UX and UI analysis, before against after
Before: what the design cost the visitor
No proof in the first screen. Authorised dealer status, the one fact a luxury buyer needs before trusting a Canadian storefront with a maison brand, was nowhere on the page. People judge a site's credibility largely on what they see first, and design was the most cited factor in Stanford's credibility study. Source: Stanford Persuasive Technology Lab, Fogg et al., 2002.
Product two screens down. About 57% of viewing time happens above the fold and three quarters within the first two screens, so a first product below two screens of template sat outside the window where attention goes. Source: Nielsen Norman Group, 2018.
A layout that looked like a template. The maison named once inside stock layout reads as generic, and generic reads as untrustworthy. Web trust comes from visual quality, up-front disclosure and visible expertise, none of which the first screen offered. Source: Nielsen Norman Group, 2016.
After: what changed and why it works
Dealer status first. The authorised dealer statement is the opening credential, which puts the strongest trust signal where the research shows attention concentrates. Source: Nielsen Norman Group, 2018.
Collection rail visible without scrolling. Product is why a storefront exists. Surfacing the rail in the first screen follows the F-shaped scan, where the eye sweeps the top band and the left edge first. Source: Nielsen Norman Group, 2017.
One primary action. A single call to action replaces a row of equal-weight options. Cutting competing choices measurably raises the share of people who act, as the Iyengar and Lepper choice experiments first showed. Source: Columbia University and Stanford University, Iyengar and Lepper, Journal of Personality and Social Psychology, 2000.
2. How do you move 290 products without losing the catalogue?
Before: a flat product grid with no filter for finish, price or collection, and product titles cut short by the template.
After: a catalogue that can be browsed by maison, finish and price, with full titles and a price on every card.
UX and UI analysis, before against after
Before: what the design cost the visitor
No way to narrow the range. A flat grid with no maison, finish or price filter made the buyer scan all 290 products. Baymard's product list benchmark counts missing category-specific filters among the most damaging list-page failures for large catalogues. Source: Baymard Institute, 2023.
Truncated titles. Cut-off product names hid the finish and the collection, which are exactly what a lighter or pen buyer is choosing between. An item that cannot be told from its neighbour cannot be picked. Source: Baymard Institute, 2023.
No price on the card. Hiding the price until the product page adds a click to every comparison, and extra steps on the path to purchase are a leading cause of abandonment in Baymard's checkout research. Source: Baymard Institute, 2024.
After: what changed and why it works
Filters for maison, finish and price. The catalogue narrows the way the buyer thinks about it. Filters that match how people describe the product are the central recommendation of Baymard's product list research. Source: Baymard Institute, 2023.
Full titles everywhere. Nothing is cut off, so two products can be compared from the list without opening either. Each card is a complete, self-contained unit of information: chunking applied to a catalogue. Source: Nielsen Norman Group, 2016.
Price on every card. The number the buyer is weighing sits next to the item. Showing cost early removes the surprise Baymard records as the single largest reason people abandon a purchase. Source: Baymard Institute, 2024.
Before against after, with the measured column
What | Before | After | Measured |
|---|---|---|---|
Platform | Wix template | WordPress and WooCommerce on Bricks | Yes, 290 products migrated |
Catalog structure | Flat product list | Maison, finish and price taxonomy | Yes, structure verified at launch |
Payment | Clover handled by the template | Clover POS connected and tested at checkout | Yes, path tested before launch |
Dealer proof | Footer | Above the fold and on every product page | Not measured |
What was built?
WordPress and WooCommerce on Bricks, with a Kadence child theme tied to a design system so the store can be edited without a developer.
290 products migrated with their taxonomy, pricing and product copy intact.
Clover POS wired into checkout, with the payment path tested end to end before launch.
Authorised dealer proof moved above the fold and repeated on every product page.
Collections organised by maison, finish and price, which is how buyers actually browse this catalogue.
The result
What did the migration produce?
All 290 products are live on WordPress and WooCommerce with taxonomy, pricing and copy carried across, and Clover POS handles checkout. Same catalogue, same photography, one designer.
Online sales ran at five times the previous three-month online period, on the same licence and the same products.
The honest limitation
The 5x figure compares online sales against the previous three-month period on the old store. It is a before and after on the same products and licence, not a controlled test, and it is the only sales number reported on this page.
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