What we achieved
Over the last 3 years, we built a high-performing ecommerce platform that continues to scale. Millions CZK in annual revenue. Consistent growth year over year. Global-level user experience. Stable performance even under peak traffic.
How we did it
Know who you are selling to
Before writing a single line of code or designing the first frame in Figma, we focused on fully understanding the target audience. Not just who they are, but how they think, what they believe, what they want, and what holds them back. The goal was to build a site that speaks to them directly.
The product clearly defined the audience. Women aged 20 to 50, middle to high income, focused on health, beauty, and longevity.
We studied the sites they visit, what works for them, and where those sites fall short.
We reviewed international examples for design and customer experience inspiration but always stayed grounded in the local market.
What works globally does not always work in Czechia. Timing matters. Our job was to find what works here right now.
Understanding the product
While the product serves a clearly defined audience, explaining its benefits is not simple. The product helps in multiple ways across different aspects of health and well-being. If presented without structure, it quickly becomes overwhelming. Too much information creates confusion and hesitation in the buyer’s mind.
Our role was to identify what matters most to the customer. We narrowed the message to key benefits that align with their motivations. Anti-aging, longevity, skin health, and overall well-being became the core pillars we communicated.
At the same time, we had to balance education with simplicity. Over-explaining leads to doubt. Under-explaining leads to hesitation. We focused on delivering just enough information for the customer to feel confident in their decision, without creating unnecessary friction.
We translated complex scientific benefits into clear language the customer understands. Not clinical, but credible. Not hype, but persuasive. The tone was designed to build trust, authority, and clarity all at once.
This allowed us to position the product as both highly effective and easy to understand. The customer leaves the site feeling informed, not confused, and ready to make a decision.
Presenting the offer: Clarity wins
The goal was to make the offer crystal clear and eliminate confusion. In Czechia, single-product ecommerce is still uncommon. Most customers are used to choosing between different products, not different package sizes. This made clarity even more important.
We focused on making sure every customer immediately understood that all variants contain the same product, with the only difference being the package size. Pricing, dosage information, and package contents were presented side by side to avoid any second-guessing or unnecessary decision fatigue.
Customer Journey: Build the Path They Actually Take
We applied a customer journey approach that is still rare, even globally. The traditional cart was removed entirely, creating a cart-less flow.
Why? Because customers almost never ordered multiple variants. By eliminating unnecessary steps, we allowed them to select their variant and proceed directly to checkout.
This not only simplified the purchase, but also allowed us to introduce seasonal offers later without disrupting the core flow. We will cover that part shortly.
We also focused heavily on the final step of the funnel: checkout. It seems simple, but this is where many ecommerce sites fail.
The goal was to avoid overwhelming the user with long forms and too many input fields. That is why we structured the checkout into collapsible sections. The user first enters their email. Once completed, the next section opens for contact information, followed by shipping and payment options.
Even the shipping and payment choices were carefully optimized. Offering too many options creates decision fatigue, also known as the paradox of choice. The more choices presented, the harder it becomes for customers to make a decision.
We also made sure the most popular options appear first, not last. This reduces hesitation and speeds up the decision. As a final touch, we added a "popular" label to the most frequently chosen option. This small detail uses the bandwagon effect, where people feel more comfortable selecting what others have already chosen.
+40 %
Landing page CVR
+18 %
Selection step CVR
+50 %
Checkout CVR
Building credibility
In every market, and even more so in Czechia, trust is a major issue. This is especially true when selling health-related products. Building credibility was absolutely critical for success.
We needed to prove to every potential customer that the product works and that it is real, not another fake.
We approached this on multiple levels.
First, we used scientific studies. We showcased independent research conducted worldwide to build professional proof and validate product claims. But scientific evidence alone is rarely enough to close the trust gap.
People trust people. Especially people like themselves.
That is why we displayed more than 12,000 customer reviews on a dedicated page. On our main landing pages, we featured selected high-quality reviews, combined with the product’s average rating and total review count. This allowed us to create both volume-based social proof and relatable testimonials.
Finally, last year we added one more layer of trust. The most powerful one. Video testimonials from real, average customers.
This allowed visitors to see people like them, sharing real results, in their own words.
Optimizing customer experience
At this stage, the site was live and already performing well. But we saw much bigger potential. Creating an ecommerce platform is never a one-time project. Real performance comes from months of analyzing data, learning from behavior, making decisions, and continuously optimizing.
With Gelavis, we were able to get strong results early, mostly thanks to the clarity of the target audience. But there is always room for improvement. That is why we implemented multiple layers of analytics to guide our decisions.
The most valuable tool was Matomo, our analytics platform of choice. Its cookie-less tracking allowed us to capture the maximum amount of data, regardless of customer choices in the cookie banner.
With properly set up goals and conversion funnels, we could monitor every step of the customer journey. We saw exactly how many users moved from the homepage to the product selection page and from there to the checkout. The system automatically calculated conversion rates at each stage.
This gave us hard data to identify where optimization was needed.
We started by focusing on the homepage, as it offered the most opportunities for improvement.
The goal was to provide maximum information without overwhelming the visitor. We prioritized clarity. Users could dive deeper if they wanted, but were not forced to scroll through endless paragraphs.
One of the key additions was a simple comparison section we call "Us vs Them." It allowed us to present critical differentiators in a way that was easy to scan and understand. This approach became even more valuable after the launch of Gelavis Dual Hyaluronate, the successor to the original GelaVis HA.
Working with Ads specialist
The cooperation between web development and performance marketing is critical for the success of any ecommerce project. As I often say, I can build the best website in the world, but it means nothing without traffic.
That is why we worked closely with the ads specialist from the very beginning. Together we made sure that all key metrics, conversion events, and tracking setups were properly implemented for each ad platform. This allowed us to collect accurate data, optimize campaigns more effectively, and fully leverage the platform’s algorithms.
Here are a few words directly from him:
Next steps for Gelavis
The next phase for Gelavis is focused on expansion. The platform will be upgraded to support multiple currencies and languages, opening access to new international markets.
Even more important is the planned introduction of subscriptions, scheduled to go live in Q3 2025.
Gelavis is a natural fit for a subscription model. As a daily-use health supplement, customers benefit most from consistent, ongoing use. Subscriptions will create predictable recurring revenue for the brand while providing added convenience for customers.
The site has been built with this growth in mind since the beginning. We are now preparing to scale both the technology and the business model as the brand continues to grow.
Stay tuned.