"We knew the product worked – the challenge was to convince customers who had never heard of at-home red light therapy. Merchant built a store that does exactly that: explains, documents, and converts."
Jørgen Larsen
Managing Director
Challenge
RedHeal launched in a Norwegian market where at-home red light therapy was an unknown concept to most consumers. The challenge was twofold: building category awareness and trust from scratch, and converting visitors in a price range (NOK 4,699–29,999) where the customer needs reassurance, documentation, and financing options to complete the purchase.
Solution
Merchant delivered a complete Shopify solution from scratch: brand and theme implementation, four dedicated long-form product pages with Klarna On-Site Messaging, upsell and product-specific FAQ, cart drawer with cross-sell and free shipping indicator, five static pages including RedHeal Lab, and a fully configured ambassador program via GoAffPro. Everything is built to be managed without any coding expertise.
Launching in an unknown category requires a store that does more than just sell – it must educate, convince, and reassure the customer in one and the same shopping experience.
RedHeal entered the market with a clinically documented product and a clear ambition. Merchant ensured that the online store delivers on that ambition: with four dedicated product pages, a well-thought-out cart drawer, and an ambassador program that provides a motor for growth.
A new brand in a new market
Red light therapy is not unknown in Norway, but when RedHeal launched in May 2024, the consumer market was still immature. Most Norwegians had heard of red light as something clinics and fitness centers used – not something you own at home. RedHeal's ambition was to change that: make clinically documented red light therapy accessible to Norwegian homes, at a fair price and without intermediaries.
This places high demands on the online store. When the category is unknown, it is the store that must do the job of building understanding, trust, and purchase intent – not just present a product.
Branding and theme implementation
Merchant started by building a visual foundation that reflects RedHeal's identity: logo in all formats for desktop, mobile, and favicon, brand colors, and typography configured directly in the Shopify Theme Editor. Announcement bar, header with responsive navigation, and a complete footer with payment icons, legal pages, and contact information were set up from scratch.
The homepage was structured with a hero/banner, product highlights, collection overview, and trust-building elements. Collection pages received a customized layout with filtering and product display. A consistent requirement: everything can be maintained by RedHeal themselves directly in the Shopify Theme Editor, without coding expertise.
Four dedicated product pages – conversion in focus
The core of the project was four tailored product pages for RedHeal's most important products: the LED mask, the Sauna Blanket, the RedHeal Mini, and the RedHeal Max. Each page is built as a long-form landing page with a clear buying journey.
The structure of each page: hero section with product image, headline, and USP points, a benefit section with a visual representation of key advantages, social proof through integrated customer reviews, and trust-building blocks with payment icons (Vipps, Klarna, Visa/Mastercard), shipping information, and return policy. Klarna On-Site Messaging shows installment options directly on the page. Product-specific FAQ is implemented as an accordion, and an upsell feature recommends related products to increase the average order value.
All custom blocks are built with full support for Shopify Theme Editor – content, order, and visibility can be managed without technical expertise.
Cart Drawer with upsell and Klarna
Merchant implemented a slide-in cart drawer that replaces the default cart page. Integrated into the drawer are upsell and cross-sell features based on cart content, Klarna installment display, and a free shipping indicator that motivates the customer to reach the shipping threshold. Payment icons and security signals are consistently present throughout the entire checkout flow.
Static pages and RedHeal Lab
In addition to the product pages, Merchant delivered five static pages with customized layouts: About us (brand story, team, and values), FAQ (accordion-based), Blog (with customized article and list templates), Benefits (clinical documentation and user manual), and RedHeal Lab – a dedicated information page about the research and technology behind the products. RedHeal Lab is not sales-oriented, but builds credibility and the brand's position as Norway's expert on red light therapy.
Tone of voice and CRO throughout the entire store
Merchant implemented RedHeal's tone of voice consistently in all text elements, buttons, and microcopy across the store. CRO-focused UX was the basis for all design decisions: clear call-to-action hierarchies, trust signals placed strategically in the purchase flow, and minimal friction in the checkout process. Klarna On-Site Messaging is active on product pages and in the cart to highlight installment options – a key tool for conversion in the 5,000–30,000 NOK price range.
1,000+ delivered panels – and a platform built for more
RedHeal passed 1,000 delivered panels during its first operating period and is positioning itself as Norway's fastest-growing supplier of red light equipment. The store is built with an architecture that makes it easy to scale the range, add new product categories, and expand to new markets – without having to rebuild the platform. RedHeal has the infrastructure they need to take the next step.
