Task
To create a cozy and atmospheric website capable of conveying the “warmth” of handmade work and drawing the visitor into the story of each gift. The main task was to stand out visually among look-alike marketplaces, to emphasize the emotional value of the product and to simplify the purchasing process, especially during the holiday season.
Project features
The key feature is the focus on the product’s story rather than just its characteristics. We created a structure in which each product is a mini-presentation of the artisan.
Additionally implemented:
A “Gifts for occasions” section (Birthday, New Year, anniversary, etc.)
Unique product cards with photos, a video presentation and a description of the artisan
The option to add engraving, packaging and a greeting card
A blog with artisans’ stories and gift selections
Integration with the Instagram shop and social media reviews
Work stages
Analytics
We started by studying the audience: most often these are women aged 25–40 looking for a gift for their loved ones. We also analyzed competitors — Wildberries, Ozon — but focused on an Etsy-like cozy atmosphere.
Special attention was paid to a problem: most gifts online look soulless — our goal was to “bring to life” every product through visuals, presentation and emotional text.
Design
The main style is warm and visually light, with soft colors, lanterns, candles, paper and wood texture in the graphics. Handwritten fonts are used for accents, along with a pastel palette.
The website layout is adapted for mobile devices — they account for more than 70% of traffic.
Development and testing
The website is developed on WordPress + WooCommerce with deep template customization.
Implemented:
Unique cards with videos and galleries
The ability to assemble “boxes” from several products
A system of reviews and ratings
Integration with Yandex.Delivery and Boxberry
Loading speed testing (photo optimization, lazy loading)
Results
Average time on site increased from 1:40 to 4:15
Repeat purchases grew by 62% in 3 months
More than 150 orders in the first week of the New Year campaign
78% of sales come from mobile devices
More than 30 mentions in customers’ Instagram stories
Client review