Giesswein Case Study

- - You have a premium product

- - You run strong ads

- - But you're telling the wrong story on your website.

Giesswein was doing exactly this.

€100M+ Austrian wool shoe brand. Post-COVID correction hit. Revenue dropped. No one knew why.

The assumption? "Customers love our sustainability story."

The reality? Customers were buying for quality. Not eco-consciousness.

That single misalignment was killing conversions.

Here's the fix we built:

We ran a Category Entry Point analysis. Mapped every real purchase driver. Built a 3-year testing roadmap around one insight:

Make quality impossible to miss.

The results:

€12,200,000 in additional revenue

€232,500/month from a single badge test

25.3x ROI

Zero extra ad spend

One badge. No redesign. Just the right psychological driver, placed correctly.

That's what happens when research drives testing. Not gut feel. Not best practices. Not guesses.

I documented the entire framework.

What's included:

The CEP research method we used

Full PDP, PLP, and cart test breakdown

The quality perception hypothesis that unlocked €12M

Key mistakes premium brands make post-COVID

The prioritization system that compounds results

Actual control vs. variant screenshots

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