Online store improvements
in Basel

In Basel, we make targeted improvements to the areas you define together with us, rather than reinventing the entire shop. Widmer & Kunz is based in Basel; your changes can be discussed in person or online. The starting point is always the existing shop with its content, orders and customer access. What works well is retained. What gets in the way is prepared, checked and published only after your approval.

Before any change is implemented, we clarify together what your shop should do better in future. An offering near the border with German - , English - and French - speaking customers has different priorities from a delivery - only shop. Possible objectives range from a more modern design and clearer categories to a simpler checkout or more understandable administration. We map each objective to the documents, dependencies and next steps it requires. The example selection shows how recommendations change depending on the objective. It is a demonstration, not a quotation; the actual plan is developed only from your existing shop and an agreed scope.

The improvement service is aimed at Basel businesses whose online store is already running and whose content, product data and orders should be retained. Typical situations include an outdated appearance, a shopping basket where costs appear late, a mobile view with buttons that are too small, or administration that overwhelms staff. If you do not yet have a shop, Online Store Creation is the right service. If you first want to find out which areas need improvement at all, start with Online Store Analysis. The improvement service implements agreed measures; it is neither a new build nor purely an examination. All three services are interlinked on this page.

Every improvement starts with what is already there: which products, categories, customer accounts, vouchers and orders exist? Which extensions are installed, and which adjustments have been made in the past? In Basel, we can discuss this in person at your workplace or ours if you wish. We document dependencies before touching anything, so that a seemingly small change does not affect another area unnoticed. Access is provided only through a secure route agreed in advance and to the minimum extent necessary. Passwords must never be entered into a public form, an address bar or an analytics tool.

A multilingual shop rarely fails because of the translation of its home page. Product attributes, variant names, delivery information, checkout error messages and email templates are where things become critical. We improve the language versions as an interconnected system: changes made in German must remain understandable in English and French. Technical terms and product characteristics are confirmed by you or a suitably qualified person; we do not invent translations. Which multilingual features your shop system and plan support must be checked before implementation. The improvement process can also reveal where an additional extension would be needed and what it would cost, before you decide.

A more modern design does not mean making your brand presence unrecognisable. We work with your existing corporate design: colours, fonts, imagery and tone remain the foundation, while spacing, font sizes, buttons and cards become more contemporary. Particularly in older shops, small, consistent corrections have a greater impact than a complete change of appearance. The connection between your company website and the shop is also taken into account so that visitors do not lose their bearings. Designs are first shown in a safe environment, if your system allows this, and published only after your approval.

A confusing product page undermines trust: an unclear name, a brief description, missing availability information and a primary button that does not stand out. In the example view, you can activate individual improvements and see immediately how the page changes. The product name, description, images, pricing, variants, delivery information and complementary products can all be considered separately. All content consists of illustrative examples without real product data. For your shop, we use only approved information; any images and text that are still missing are documented as gaps in advance rather than quietly filled in. Implementation follows the agreed scope and is subject to your approval.

A variant known internally as ‘Version B’ does not help customers. We improve variant names so that the colour, size, material or version can be understood without asking, and check them against images, stock information and basket contents. In areas close to national borders, there is the added issue that the same variant is not automatically available in every delivery area; such restrictions need to be visible alongside the variant, not hidden in a footnote. In the example demo, colour, size and material change the image, demo price and availability. Whether variant - specific information is technically possible depends on the system and its configuration, and is checked before implementation.

Anyone wishing to collect in Basel should not have to wait until the final step to find out about it. We improve the basket so that the delivery method, quantities, variants and subtotals are clear at a glance, and collection appears as an equally prominent option. Unexpected additional costs at the end of the process are among the most common reasons for abandonment; they are explained early on or removed if they are not justified. In the example view, you can correct typical problems step by step. The demo does not place an order or save anything. For your shop, your confirmed delivery processes apply; invented amounts are no substitute for missing information.

A clearer checkout removes unnecessary steps, not essential information. We go through the journey from the basket through contact details, delivery method and address to payment and the summary, checking the justification for every field. Your operational processes genuinely need some information; those fields remain, but are clearly explained. Swiss payment options such as cards, TWINT or payment by invoice are assessed, not promised as integrations; availability depends on the provider, country and plan. In the local demo, you can remove unnecessary fields and add guidance without anything being saved or ordered. Changes to checkout may be restricted depending on the system; this is clarified in advance.

A substantial proportion of customers make their purchasing decisions on their phones. We improve font sizes, button sizes, cropped product images, filters that are difficult to use and baskets obscured by overlapping elements. The example view shows a smartphone display with typical problems that you can correct individually. For your shop, we test the mobile view using specific tasks: finding a product, choosing a variant, spotting the collection option and reaching the summary. Every change is checked at several screen widths before publication. An improved mobile view does not promise a particular level of sales; it removes demonstrable obstacles on the path to purchase.

Improved product data also makes a difference in search: page titles, meta descriptions, product names, image descriptions, categories and internal links are revised for the existing range, not a copy. Duplicate content across language versions and products that are no longer available are handled properly rather than quietly left indexed. In the example demo, you can edit a product page's information and see how a search preview changes locally. We do not guarantee a position on Google or a mention in generative search systems. Technical indexability and redirects are checked so that existing signals are preserved when changes are made.

No change is made directly to your live shop without checks. The process is as follows: back up the existing shop, check dependencies, prepare changes, test in a safe environment where the system allows, check the mobile display, basket and checkout, check redirects, assess tracking, obtain your approval and only then publish. Afterwards, we check the result. Not every shop system offers a full test environment; where one is missing, we agree on an appropriately cautious approach. Existing orders, customer accounts, vouchers and product data remain protected throughout implementation.

An improvement only delivers its benefits when your team can use it. In Basel, we hand over the changed areas in person or digitally: the new design, revised product pages and changed administration processes. Staff learn through their actual tasks, not a generic guide. The scope of training is agreed separately and is based on the project implemented. Roles and access permissions are only adjusted with your approval. The aim is for your team to manage products, variants, orders and content confidently without needing external help for every small detail.

Widmer & Kunz implements agreed technical, design and content improvements. Responsibility for checking the completeness and legal approval of legal texts, tax details, product information, prices and mandatory information lies with your company or a qualified professional. We do not provide legal or tax advice and do not promise automatic legal compliance. Guaranteed results, fixed sales promises or guaranteed search engine positions are also not part of this service. Where an improvement reaches the limits of the system, we say so openly and show alternatives rather than selling a partial solution as a complete one.

Prioritised improvements form a clear plan: preparation, backup, implementation, testing, approval, publication and review. In the example demo, you can choose three improvements and see how such a plan is built locally. It is an example plan, not a binding project schedule. For your shop, the sequence and effort depend on dependencies, required content and your approvals. A previous online store analysis can provide the priorities; it is helpful but not a prerequisite. What matters is that every measure has a reason, a scope and a check before it goes live.