The short version
We rebuilt the checkout for the Dienemann online shop. It went live on August 25, 2026. Seven weeks later the numbers are solid enough to share. We publish them in full, with a control and a counter-check, because this is what a shop owner needs before choosing a provider: honest data, not nice promises.
The key numbers, seven weeks after against seven weeks before:
| Metric | 7 weeks before | 7 weeks after | Change |
|---|---|---|---|
| Orders | 288 | 329 | +14.2% |
| Revenue | €42,159 | €52,750 | +25.1% |
| Conversion rate | 2.05% | 2.45% | +19.6% |
| Average order value | €146.39 | €160.33 | +9.5% |
| Revenue per visit | €3.00 | €3.93 | +31.0% |
The first thing to say is the unusual part of this project: the shop had fewer visitors in these seven weeks, not more. Visits fell by 4.5%. The entire gain came from turning more of the existing visitors into buyers, and from each of them putting more in the cart.
Four things changed in this period:
- A new checkout, live since August 25, 2026
- The free-shipping threshold, shown in the cart
- A suggestion of matching items during the order
- Apple Pay and Google Pay as new payment methods
The shop and the starting point
Dienemann, based in Bremen, is a specialist supplier for trades and industry. This was not a shop in trouble. Orders came in steadily, traffic was healthy, and it arrived without paid advertising, mostly from Google and direct visits. The average order value of around €150 shows these are considered purchases, not impulse buys.
The place where money was left on the table was the path from cart to completed order. Exactly where the shop had already paid to bring the visitor in, it lost some of them again. That is the most expensive loss a shop can have, because the visitor was already there.
What we built
We did not extend the checkout, we rebuilt it. Four things at the core, all from the buyer's point of view.
First, a shorter path to the order. Less friction between cart and confirmation, and ordering without an account offered clearly as the first way, not hidden behind a registration.
Second, the free-shipping threshold made visible. In the cart the buyer sees how far they are from free delivery. This is not a trick, it is a piece of information that was missing before.
Third, a suggestion of matching items inside the order flow, so one more sensible item reaches the cart without a detour.
Fourth, Apple Pay and Google Pay. Two payment methods that shorten the last step on a phone to a single tap.
What we did not do: no extra ad budget, no traffic campaign, no platform change. The effect documented here comes from the visitors who were already there.
What happened over the seven weeks
The numbers above are the summary. Here is the full comparison of the two windows, 49 days each, cancelled orders excluded.
| Metric | Jul 7 to Aug 24 | Aug 26 to Oct 13 | Change |
|---|---|---|---|
| Visits | 14,040 | 13,406 | -4.5% |
| Orders | 288 | 329 | +14.2% |
| Revenue | €42,159 | €52,750 | +25.1% |
| Revenue per day | €860 | €1,077 | +25.1% |
| Average order value | €146.39 | €160.33 | +9.5% |
| Revenue per visit | €3.00 | €3.93 | +31.0% |
| Cancellation rate | 6.8% | 5.7% | better |
The strongest week of the whole period was October 7 with €9,854, the second strongest September 23 with €9,217. The gain is not a single spike, it runs through the period.
Is it chance?
This is where a case study is either honest or worthless. Three obvious explanations could produce the gain without our work. We checked all three.
The prior year as a control
Autumn is not automatically stronger than summer. So we recalculated the same two windows for 2025.
| Year | Jul 7 to Aug 24 | Aug 26 to Oct 13 | Change |
|---|---|---|---|
| 2025 | 186 orders | 175 orders | -5.9% |
| 2026 | 288 orders | 329 orders | +14.2% |
In the prior year this exact window was weaker than the one before it: 5.9% fewer orders and 10.3% less revenue. So the season works against the shop in these seven weeks, not for it. Take the seasonal effect out and about 21% more orders and 40% more revenue remain.
Is the difference solid?
With small numbers a difference can be chance. Here it is not. The basis is 27,446 visits across both windows. From 2.05% to 2.45% conversion is a solid difference at this volume. The probability that it is pure chance is around 2%. After four weeks this was still different. Four weeks were not enough to separate the difference from normal fluctuation. Seven weeks are.
Was it more traffic?
No. Traffic from Google is practically unchanged, a 0.6% deviation. The drop in visits is in direct traffic. Paid advertising ran in neither window. In other words: same sources, fewer visitors, clearly more orders.
Where the gain comes from
Four points explain it.
| Metric | before | after | Change |
|---|---|---|---|
| Orders without an account | 52.1% | 77.5% | +25 points |
| Orders of €150 and up | 85 | 119 | +40.0% |
| Revenue from orders of €150 and up | €26,130 | €36,203 | +38.5% |
| Orders reaching free shipping | 42.0% | 49.8% | +43 orders |
| Orders with more than one item | 34.7% | 37.4% | +23 orders |
Ordering without an account is the single largest effect. Three in four orders run this way now. In the prior year this share fell in the same window, here it rose by 25 points.
The free-shipping threshold works. Nearly half of all orders now reach it. Shipping revenue did not fall in the process.
The gain sits in the larger orders. Everything from €150 up rose by 40%, evenly across all sizes, not through single outliers.
Apple Pay and Google Pay are new and brought the first ten orders through that path in this period.
What this means for your shop
If you run an established online shop, these are the three things we would take from this project for you.
The most expensive loss happens after the click. You pay for every visitor, through ads, through SEO, through your brand. If the path from cart to completed order loses visitors, you lose the ones you already paid for. In most shops this loss is invisible, because the visit still counts.
More revenue does not have to mean more budget. Dienemann grew with fewer visitors and no advertising. The lever was in the existing traffic, not in a larger media budget. It is the lever that costs the least and gets overlooked the most.
Whether it is the market can be checked. When someone says a weak quarter is down to the market or the price, that is often true and sometimes convenient. The prior-year control here shows the opposite: the season ran against the shop. You settle questions like that with your own numbers, not with a gut feeling.
What is comparable
So you can place these results: the average order value is around €150, so this is a considered purchase, not an impulse, and the traffic is organic, not bought. If your shop has a similar profile, the orders of magnitude transfer to you. If you run a very different model, very small order values, pure impulse, or a marketplace, the effects do not transfer one to one. That is exactly what a first conversation is for.
What comes next
The checkout itself is now at a good point. The next lever sits before and after it: the product page on the way into the cart, and the return of customers who have already bought once. The share of returning buyers is 22%. That is what we work on next, and we will document it on this page once the numbers are solid.
Investment
The project was delivered within the usual budget range for a rebuild of this size. The comparison of the two windows shows around €217 more revenue per day. An investment in the checkout pays for itself at that pace, without having to buy more advertising.
Method
All figures come from the shop's own order data and the shop statistics for visits. We compare two windows of 49 days each, the changeover day of August 25 is excluded, cancelled orders are not included. No cherry-picking. Where something is not clearly attributable, we say so. As of October 2026.