Brosa is an Australian DTC furniture brand selling functional and stylish designer furniture without the high markups of traditional companies. They work with makers around the world to create products that stand out from the generic designs of their competitors.
What’s especially worth taking note of is their use of the technology as a competitive advantage. Some examples include:
In this teardown, I’ll analyze their product details page and checkout flow to uncover how they approach the challenge of selling high-ticket products that are traditionally sold offline.
Let’s take a look at one of their products, Calvin Leather 3 Seater Sofa, as an example PDP.
On the right side of the hero section, there are two elements worth noting.
First, Brosa offers free swatch samples, so shoppers can see and feel the fabrics the sofa is made of before purchasing. Brosa even ships them free of charge.
Second, users can schedule a viewing at one of Brosa’s showrooms, open 7 days a week, where they can make their final decision.
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And if you prefer to do it over Zoom, you can schedule either a ‘virtual product demo’ or a personalized styling consultation, which are available from the navbar.
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Brosa is clearly aware of the importance of product images - here’s how they’re making the most of them:
If visitors have any questions, Brosa makes it effortless to reach out to them and offers different ways of doing so.
The most prominent one is through the ‘call us’ CTA right below the hero section. To provide the best possible help, Brosa offers the help of stylists, instead of regular customer support agents. Also, they display their stylists’ photos to make the experience more personal.
Two other ways Brosa makes getting in touch with their stylists easy are through the livechat (that’s available until the end of the checkout flow) and another “call us” link in the navbar.
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Too often stores make users wait until the final checkout screen to see the shipping costs. Brosa does a great job by showing the shipping options as early as on the PDP.
What’s unclear though is the displayed shipping price and the message below it. If the product qualifies for free shipping, the price should be adjusted accordingly (and say ‘free’).
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With high-ticket products, a ‘buy now, pay later’ solution is essential and Brosa checks this one off, offering two different ways to pay - with Afterpay and ZipMoney.
One thing to improve in this section is replacing the ‘leaves the warehouse in’ time with ‘get it between x and y’. This follows the “don’t make me think” principle and doesn’t require users to open their calendars to estimate the date they’ll get their product delivered.
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Below the hero, there’s another section which goal is to remove FUD (fear, uncertainty, and doubt).
Further down the page, below the product description, Brosa visually explains the softness of the sofa using its softness scale. To help users better visualize it, they’re using a video comparing the different softness levels.
One of the most prominent elements of the cart is the ‘email my cart’ box. As a $3k sofa is not an impulse buy, it makes a lot of sense to easily let users finish their order at a later time or on a different device.
They got the shipping cost info right this time, crossing out the regular fees and adding a progress bar to enhance the effect.
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After opening the ‘delivery options’ lightbox, users see the two delivery methods. However, they aren’t able to select the second option as it’s simply not clickable. Neither it’s available to select in any other place on the page.
There’s also a delivery cost calculator, which even though isn’t useful in this case as the shipping is free, it’s undoubtedly a helpful addition to the cart for users checking out with lower cart orders.
To remove any remaining FUD, Brosa displays an FAQ section below the ‘checkout’ button.
Saving users’ carts is so important to Brosa that they decided to offer this feature in an exit-intent popup too.
They also offer $50 off users’ orders for joining the newsletter but don’t explain what the asterisk means. If the conditions for getting this discount aren’t overly complicated, they should just include them at the end in brackets. Don’t make users guess what the asterisk means.
The first checkout screen is pretty much flawless. Here are the 5 elements that make it top-notch:
Whoa, what happened here? Just on the previous screen, the shipping was free. Why are they making me pay $367 for ‘deluxe delivery’?
This is a very negative experience that will surely cause many shoppers to drop off. Hopefully, it’s a bug that will be fixed soon.
There’s also a purchase guarantee at the bottom which is a simple way of increasing their AOV.
The last checkout step has no issues and users can use 3 different payment methods, which is great. Unfortunately, the surprising shipping fee from the last step didn’t disappear.
Brosa’s customer journey is well-optimized for selling high-ticket products that aren’t traditionally sold online. Here are some key factors that make it possible:
Their buying experience isn’t perfect though. Aside from some minor issues, there are two main ones keeping Brosa from reaching its full potential.
First and foremost, the unexpected shipping fees in the penultimate checkout step, despite promising users free shipping in the previous step. Then, the missing rating and review numbers from the hero section of their PDP. Considering their best sellers don't have them, it looks like Brosa doesn’t try to collect them at all.
Then, the missing rating and review numbers from the hero section of their PDP. Considering their best sellers don't have them, it looks like Brosa doesn’t try to collect them at all.
Based on this analysis, Brosa gets a solid optimization score of 8/10.
