Aveline Furniture
Rewriting the storefront for a made-to-order furniture studio
Custom furniture is a considered purchase. We rebuilt the storefront around the questions buyers actually ask before committing.
Client
Aveline Furniture
Sector
E-commerce
Year
2024
Duration
12 weeks
+61%
revenue per session
Scope of work
E-commerce UX, Art direction, Website, Photography direction
The write-up
Written by the people who did the work, not a marketing team.
Aveline builds furniture to order, with lead times of eight to fourteen weeks and prices to match. Their storefront was optimised for browsing. Their customers were trying to make a decision.
The questions people actually ask
We read 1,400 pre-purchase emails. Four questions accounted for most of them: how long will it take, can I see the wood, what happens if it does not fit, and can I change my mind. None were answered above the fold.
The rebuilt product page leads with lead time, offers material samples in two clicks, states the return terms in plain language, and shows the piece in three room scales.
Art direction
We shifted photography from styled interiors to close, honest material shots — grain, joinery, hardware. Fewer images, larger, with an explicit purpose each.
Result
Revenue per session rose 61%. Pre-purchase email volume fell by a third, which the founder counts as the more useful number.