Variant Architecture That Unlocked Sales
The client
A curtain manufacturer operating logistically from the Netherlands, selling in Italy, Portugal, Spain, and France.
The challenge
No cohesive product page, difficult navigation, customer confusion, fragmented traffic and conversion, higher marketing costs, and no leverage from bestsellers — because Leroy Merlin's variant system works differently from Amazon or Allegro.
What we did
We designed and implemented a correct parent–child structure aligned with Leroy Merlin's requirements: logical parents by product model, selection of color, material, and width within each parent, and lengths split into individual pages per platform logic. Customers could enter one model and configure the product intuitively.
The results
Conversion on product pages increased, sales consolidated onto the strongest parents, campaigns became more effective, ad costs dropped by focusing traffic on one strong listing, and the client regained full control over their offer. Same products — different results.
Key takeaway
Structure is sales. Correct variant architecture, built for the specific platform, turns a confusing catalogue into a clear path to purchase.
