Optimize Ecommerce Shop in Do-it-Yourself Items

Every handyman needs new tools or materials every now and then. This includes products costing thousands of euros, such as an industrial sawing machine or a simple pot of primer. DIY web shops therefore have the challenging task of selling this wide range of products to a diverse set of customers.

This article discusses the challenges that an online store can encounter in this industry and provides practical tips on how to deal with them in the most effective way. It highlights a specific element that is particularly relevant to this industry and presents an idea to improve its sustainability impact. Examples are also discussed for illustrative purposes.


Do-it-yourself web shops face unique challenges when it comes to converting visitors due to their wide range of products.

  • Expertise: One of the biggest challenges is the need to provide detailed information and instructions for their products, as many DIY products require a certain level of technical expertise to use properly.
  • Levels: Another challenge is the need to offer a wide range of products to appeal to different skill levels, from beginners to advanced DIYers. This can be an additional challenge for smaller online stores that may not have the resources to stock a wide variety of products.
  • Preferences: In addition, do-it-yourselfers often have specific needs and preferences when it comes to tools and materials, which can make it difficult for online stores to keep up with changing trends and demands.

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The tips below apply to web shops that sell do-it-yourself products and can help increase their conversion. However, it is important to remember that not every tip is suitable for every online store. This is because web shops differ in the software platform used and their degree of digital maturity. In addition, budgets and staff can also vary per webshop. For this reason, it is recommended to validate these tips before finally implementing them. This is preferably done using A/B testing, but if this is not possible, user research can be used as an alternative.

  • Use instructional videos: DIY products often require instructions for proper use. Consider creating instructional videos that show how to use the product and provide tips and tricks for completing DIY projects. By adding these videos to the product page you increase the interaction that visitors have, which often increases the chance of a conversion.
  • Offer bundles: Consider offering bundles that include all the tools and materials needed for a specific DIY project. This can help increase average order values and make it easier for customers to purchase everything they need for a project in one place.
  • Make recommendations: Consider making recommendations for specific products on the category page. This can help visitors choose products that will get the job done well. You might even consider providing recommendations for different levels of handymen. After all, in many cases a contractor needs a different level of product quality and sustainability than someone who is going to carry out a one-off job project.
  • Provide customer support: DIY projects can be complex, so provide customer support via live chat or over the phone to help customers with any questions they have about using a product. A 'Question & Answer' department also leads to good results in some cases and can also have advantages for SEO.
Quality mark


Some do-it-yourself web shops offer you the option to choose between having products delivered to your home or picking them up at one of their hardware stores. For visitors, picking up at a branch has the possible advantage that they can pick up the desired product immediately (and they do not have to wait for any delivery time). You also sometimes have to pay extra for home delivery, while this is not the case when picking up from a hardware store.

However, there are also additional benefits for the company. For example, by asking the location on the product page, you may be able to respond better to the wishes of visitors than if this is only known in the checkout funnel. In addition, someone who picks up the desired tool or building material at the branch may go home with additional products, which increases the average order value. A tip is to immediately mention the aisle and stock in the webshop so that visitors who travel to the hardware store can do this as efficiently as possible.


Do-it-yourself web shops usually sell not only tools such as hammers, drills and saws, but also building materials. This includes wood, cement mix, and paint. Where these building materials come from and how they are processed can play a major role in their sustainability. For example, you can look for an FSC quality mark for wood and for paint, for example, the Ecolabel. Building materials that carry such quality marks have a lower impact on the environment and are therefore the better choice for the climate.

Instruction videos


  • Dremel: This webshop shows videos for beginners and experts, and also explains how to prevent common photos during DIY. They also provide tips on how to carry out the projects as safely as possible. Through all these videos, this manufacturer presents itself as an expert and can convince visitors to choose their brand.
  • Karwei: Here the opportunity is offered to immediately purchase many purchased items at the same time. In some cases a discount is also offered. This method helps the visitor to easily purchase a good combination and ensures a higher average order value for the online store.
  • Gamma: By recommending a specific product, they help visitors make a choice more quickly. Visitors can then rely on the expertise of the party behind the webshop instead of figuring everything out themselves. It is important to provide a good explanation of how this recommendation came about, something that this webshop does well.
  • Toolvoordelig: This company's customer service offers a wide range of assistance. For example, they offer extended opening hours for their telephone help desk, a live chat option on the website and support by email. There are also frequently asked questions on the website with which the visitor may be able to find an answer to the question themselves.

About the author

Theo van der Zee (MSc, Psychology) has been building and optimizing websites and web shops for more than 20 years. As a freelance conversion specialist, he helps companies to improve their websites based on research and experiments.

Read more about Theo

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