Poor website performance
The existing website was not optimised for conversions speed or user experience. It had slow loading times an unclear navigation flow and a checkout process that needed improvement.
Gutta på Haugen Digital Transformation
Designing a luxury storefront for modern ecommerce.
Gutta På Haugen is one of Norway’s most iconic gourmet brands. Since 1994 Gutta has been synonymous with premium food culture and a curated selection of cheeses delicacies and seasonal specialties. The brand is a household name for gourmet gifting and holiday celebrations across Norway.
The Challenges
Inconsistent ROAS
Paid traffic was not converting efficiently and seasonal peaks were not captured properly. There was no predictable revenue engine and results fluctuated across channels.
No structured strategy
There was no structured performance marketing approach on Meta or Google. Gutta needed a partner to build a scalable revenue engine and a long term digital growth strategy.
Our Approach
User-First Design
Conducted in-depth customer research and crafted every design element to enhance usability, trust, and emotional connection.
Feature Development
Built tailored features including subscriptions, loyalty programs, dynamic recipes, and multi-channel gift cards.
Performance Optimization
Improved site speed and scalability through optimized images, backend queries, and overall architecture for a seamless checkout experience.
Scalable Framework
Created a flexible platform ready to support future product expansion, marketing initiatives, and new sales integrations.
Design enhancements
Homepage
Overview
A homepage designed to reflect Gutta’s heritage through a warm, minimalist, and premium visual language.
- Rooted in brand’s craftsmanship and Norwegian minimalism
- Spacious imagery with calming typography
- Clean design system
- Strong visual hierarchy that guides attention effortlessly
Design enhancements
Product Card
Overview
A product card system designed to drive quick decisions through clarity, urgency, and trust signals.
- Promo badges highlight discounts instantly.
- Tags like “New” and “Bestseller” build urgency and trust.
- Micro-reviews provide quick social proof.
- A persistent “Add to Cart” button reduces friction.
Design enhancements
Product Page
Overview
A product page redesigned to move from static listing to a conversion-focused selling experience.
- Highlights loyalty rewards and key product variations.
- Clarifies one-time vs. subscription options.
- Surfaces trust indicators like reviews and delivery dates.
- Improves allergen visibility for faster decisions.
Design enhancements
Recipe
Overview
A recipe experience designed to inspire users while driving relevant, personalized cross-selling.
- Ingredients link directly to products.
- Recipes can be downloaded, printed or shared.
- AI suggests complementary items automatically.
- Boosts basket size through relevant recommendations.
Design enhancements
Opening Hours
Overview
A store locator designed to help customers quickly find and navigate to the nearest Gutta location.
- Shows business hours and contact details for each store.
- Interactive map gives an overview of all locations.
- Google Maps integration enables easy navigation.
Design enhancements
Key Features Overview
Gift Card Program
Enables purchasing, redeeming, and managing digital gift cards. Supports online & in-store use, custom amounts, and centralised balances across all locations.
Subscription Program
Allows customers to subscribe to products, encouraging repeat engagement. Supports various bundles and flexible delivery cycles (weekly, monthly, custom).
Loyalty Program
Rewards customers with points or store credit based on purchase value.
Requires enrollment
to earn percentage-based points.
Inventory Management
Integrates with PCK for centralized control and accurate product information. Ensures real-time consistency and efficient order processing.
Development Challenges
Complex Product Logic
Gutta's catalog included single items, variable products, catering bundles, and subscriptions. We designed a flexible WooCommerce product architecture to manage all types without compromising performance or data integrity.
Loyalty & Subscription Integration
Integrating loyalty rewards, recurring billing, and Klarna/Vipps payments required custom event hooks and database logic to synchronize multiple plugins, ensuring accurate point accrual, payments, and order history.
Gift Card Data Synchronization Across Channels
A major challenge was maintaining real-time, accurate synchronization of gift card balances between the online store and physical systems, critical for interchangeable purchase/redemption and preventing discrepancies.
PCK Integration Research
Our team researched PCK system APIs and integration capabilities to determine feasibility for two-way communication (gift card, product, order data) via plugins or custom endpoints, defining the technical roadmap for scalable integration.
Marketing strategy overview
We built a unified Meta and Google ecosystem that captured full-funnel demand through Advantage+, catalog sales, Performance Max, and branded and non-brand search. Seasonal scaling across Christmas, Easter, Summer boosted reach and efficiency.
Aligning campaign structures, creative rotation, and feed optimization with Gutta’s priorities we achieved strong ROAS, predictable revenue, and scalable growth.
Campaign Types & Funnel Stages
Meta Ads drove awareness, Performance Max supported mid-funnel discovery and branded search with remarketing captured high-intent conversions.
101 % YoY
Conversions increased with stable CPA
50 %
CTR growth
Awareness
Discovery
Conversion
NOK
6.8M+
Ecommerce Growth Driven by Full-Funnel Strategy
Cross-channel ROAS from Meta + Google
4.24 x
Roas
Peak seasonal performance
2967
Conversions
Meta ROAS ranged from
5.36 to 8.44 across Advantage+, Catalog
and Web
3.1 x
Growth
Year-over-year revenue
Further reading
- The counter problem: the eight jobs a shop assistant was doing before the website existed
- Why a gourmet store should look nothing like a supermarket
- Emphasis that’s always on isn’t emphasis: conditional urgency in product cards
- The recipe page is a storefront
- One card, two tills: gift cards are an integration project
- The whitepaper: the wider problem behind this project
- The results, in numbers