"We needed someone who understood that we sell a sensitive product, and that the design must build trust without being intrusive. Merchant hit the tone perfectly, and we can see it in the numbers." (translated from English)
Derek Riedle
Owner and managing director
Challenge
Hank operated in a competitively intense niche segment where conversion optimization and trust are crucial. The store needed a redesign that reflected the brand's tone, discreet, confident, and humorous, and that was optimized for the American market with Shop Pay as the primary payment method.
Solution
The merchant delivered a total redesign of the online store focused on increasing conversion. Shop Pay was prioritized as the primary payment method for the American market. Payment icons, USP communication, and shipping information were strategically placed on product pages and in the checkout. Free shipping on orders over $100 was highlighted.
Selling sensitive products to American men requires a store that builds trust immediately and makes the purchase easy.
The merchant redesigned Hank's Gentlemen Supply Co. focusing on the conversion elements that matter most in the American market: Shop Pay, clear USPs, and a shopping experience that is discreet and simple.
Brand that Requires the Right Tone
Hank's Gentlemen Supply Co. sells to men who want to take care of themselves but appreciate doing so on their own terms. The brand is built around humor and discretion. The new design reflects this, professional and approachable, without over-communicating.
Shop Pay for the US Market
In the US, Shop Pay is the payment method that provides the highest conversion for new customers. The merchant prioritized Shop Pay as the primary choice at checkout, combined with clear payment icons showing all accepted card types.
USPs and Shipping Information
Free shipping on orders over $100 was highlighted in a banner at the top of all pages. Product pages were redesigned with clear USPs, payment icons, and shipping information placed near the purchase button, all elements that reduce uncertainty and increase purchase confidence.
Optimized for Conversion
The redesign underwent the entire purchase flow from landing to checkout to identify and eliminate friction points. The result is a store that is easier to navigate, faster to convert, and better suited to Hank's target audience.
