Design By Si growth audit
Design By SiOctober 2026
Five concepts around the Luna dress, which costs 419 kr while free shipping starts at 600 kr.
- Sell the Luna dress as a look: dress, Myr kasket and Sola armbånd at 619 kr (example), free shipping.
- A cart drawer that closes the gap: a 129 kr pick for a 181 kr gap; half-price picks wait for checkout.
- Black Friday tiers on the wishlist giveaway: entrants picked 3 styles; reward buying 2 or 3.
- A look page for the Malin Tomkins ads: the ads show outfits, the click lands on 26 single products.
- A faster first screen on mobile: Google scores the homepage 36 and the Luna page 33.
The concepts
Sell the Luna dress as a look
Where: Luna dress product page
- The Luna dress is 419 kr, free shipping starts at 600 kr
- After add to cart the store says: buy for 181 kr more for free shipping
- The product page suggests more dresses, not what to wear with the dress
- A 'Complete the look' choice at the buy box: dress, Myr kasket, Sola armbånd
- The look at 619 kr (example) with free shipping, 647 kr bought separately
- Test against today's page on revenue per visitor
Every Luna dress leaves with a cap and a bracelet, and nobody pays 29 kr shipping.
Example figures, for illustration: 619 kr and 949 kr are examples, under the 647 kr and 1046 kr separate totals; we can agree on the exact prices together.
Accessory prices from the store today: Myr kasket 129 kr, Sola armbånd 99 kr, Musthave taske 399 kr.
Cart drawer that closes the gap
Where: Cart drawer after add to cart
- The drawer suggests a 129 kr cap and a 159 kr top, neither reaches free shipping
- Checkout offers 4 items at half price, like the cap at 64,50 kr; the drawer does not
- By checkout the basket is decided, so the best offer comes last
- Variation 1: suggest only items or pairs that take the basket past 600 kr
- Variation 2: also show the 4 half-price items in the drawer, not only at checkout
- Read on revenue per visitor and the share of orders over 600 kr
The 50% offer the store already funds moves from the last screen to the one where people still add.
Concept illustration only. Final design will differ.
Wishlist tiers for Black Friday
Where: Wishlist giveaway page
- The giveaway asks people to wish for 3 styles, the draw is on 5 Nov
- Everyone who joins gets early access to Black Friday
- Karol bukser are wished for over 16.000 times
- Black Friday tiers on wished styles: 2 save 15%, 3 save 25% (examples)
- The 5 Nov early access mail shows each entrant the styles they wished for
- Same tiers on the product page and in the drawer during the sale
Every entrant has already told the store which 3 pieces they want for Black Friday. Sell them all 3.
Example figures, for illustration: 15% and 25% are examples; we can agree on the exact Black Friday depth together.
Today's prize and dates from the giveaway page.
A look page for the Malin Tomkins ads
Where: A new look page for the Malin Tomkins ads
- The Malin Tomkins ads land on a grid of 26 products
- The photos show full outfits, but each piece is sold on its own
- Cardigan 399 kr and skirt 279 kr together are 678 kr, over free shipping
- A look page: each campaign outfit as one card with one add-to-cart button
- Point the Malin Tomkins ads at the look page instead of the grid
- Build every look over 600 kr so shipping is always free
The ad shows an outfit. The page should sell the outfit.
Concept illustration only. Final design will differ.
Faster first screen on mobile
Where: Homepage and Luna dress page
- Google's mobile score is 36 on the homepage and 33 on the Luna page
- The biggest element on the homepage is the header video
- On the sale page the biggest element is the cookie banner text
- Show a still image first, start the header video after the page loads
- Defer the 12 files that block the first paint (about 1250 ms on home)
- Render the cookie banner after the page content
A still frame first, the video second: same homepage, a much faster first screen.
Lab test on a throttled phone. Real Chrome users load faster today; the score is what Google shows.
Four Nordic women's fashion stores that sell direct in Denmark, checked on 20 Oct 2026.
Where nobody is yet- Outfits sold as one product. Divans sells matching sets and Cph Muse sells suits, but nobody sells the styled look across a dress, a cap and a bag.
- A free shipping line the typical basket reaches. Noella sets it at 499 kr against a 699 kr median; Design By Si sets 600 kr against a 279 kr median.
- A wishlist tied to an offer. No competitor links a wishlist to a price; Design By Si already has Ønskeskyen on every product and a giveaway running.
Swipe sideways to see every column
| Store | Median price | Shipping | Delivery | Sets or bundles | Returns |
|---|---|---|---|---|---|
| Design By Si | 279 kr | Free over 600 kr, else 29 kr | 1-3 hverdage | Not seen | 14 days, 29 kr fee |
| Divans | 299 kr | Free on all orders | Not seen | Sets in the nav | Not seen |
| Noella | 699 kr | Free over 499 kr, else 29 kr | 1-2 hverdage | Not seen | Not seen |
| Cph Muse | 119.95 EUR | Free from 170 EURO | Not seen | Suits collection | Not seen |
| Gina Tricot | Not seen | Not seen | 2-6 days | Not seen | Not seen |
The Luna dress page scores 33 and the homepage 36 on mobile; the header video is the largest element on the homepage.
Swipe sideways to see every column
| Page | Device | Score | Largest paint | Blocking time | Layout shift |
|---|---|---|---|---|---|
| Home | Mobile | 36 | 17.2 s | 1230 ms | 0.008 |
| Home | Desktop | 37 | 5.2 s | 1729 ms | 0.001 |
| Luna dress | Mobile | 33 | 18.4 s | 1527 ms | 0.002 |
| Luna dress | Desktop | 49 | 4.1 s | 432 ms | 0.121 |
Good Needs work Poor Lab runs on a throttled phone; Chrome field data for real visitors shows a mobile largest paint of 2180 ms on the homepage, rated fast.
Built from the live store, public ad libraries, PageSpeed Insights and a competitor scan on 20 Oct 2026. Audit by Convertibles.
That's five concepts for Design By Si, free to keep.
An in-house team can ship every one of them. If Convertibles should build and test them, pick a time below.
