heima24 increases conversion rate by 10.6% with uptain
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heima24 heima24 is a multi award winning online store for bathroom, heating and sanitary products in Germany. The company runs its store on a custom built system by shopwerk.de and stands for specialist expertise, branded products and fast shipping.
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Challenge In technical ecommerce, where products often require explanation, many visitors leave the store without completing a purchase. heima24 needed an intelligent solution that would win back purchase abandoners and support newsletter list growth at the same time.
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Approach heima24 uses the uptain plugin, seamlessly integrated with its shopwerk.de system. The setup includes Trigger Mails, Exit Intent Popups, newsletter forms and Newsletter Popups.
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Results With the uptain plugin, heima24 increased its conversion rate by 10.6% and its average order value by 7.3%, with full integration into the store's corporate identity.
The essentials in 11 seconds
A/B test confirms the results uptain achieved for heima24
All results were verified and confirmed in an A/B test:
10.6% increase in conversion rate
7.3% increase in average order value
About the online store heima24.de
heima24 is a multi award winning online store for bathroom, heating and sanitary products in Germany. The company offers a wide range of branded products from renowned manufacturers such as Buderus, Vaillant and Viessmann, from heating systems and bathroom fittings to sanitary technology. Recognised as a Computer Bild Top store from 2014 to 2026 and as Handelsblatt’s Best Online Retailer 2025, heima24 stands for specialist expertise, fast shipping and reliable customer service.
heima24 runs its online store on a custom developed system from its technology partner shopwerk.de. The system is flexible and scalable, meeting the requirements of the technical retail sector.
What challenge did heima24 face?
Like almost every ecommerce retailer, heima24 faces a cart abandonment rate of around 70%. In the technical bathroom, heating and sanitary segment, the challenge is compounded by products that often require explanation: customers research extensively, weigh up alternatives and frequently abandon the purchase process midway, never to return.
Without manual effort
heima24 needed a solution that would identify abandonment fully automatically and address visitors at the right time with the right message, without ongoing configuration. Manual A/B tests, continuous campaign management and complex design processes were outside the team’s available time.
Intelligent coupon management
In the high value home technology segment, uncontrolled discount campaigns can have a particularly noticeable impact on margins.
Blanket coupon distribution reduces margins without proving that a discount was needed to close the purchase. heima24 needed a solution that uses coupons only in situations where they are genuinely decisive for the purchase, keeps the coupon value to the minimum necessary and offers advice to visitors who need more information instead.
That is exactly what the uptain® ALGORITHM does: it detects in real time whether a discount can motivate a visitor to purchase or whether an unanswered question is preventing the purchase.
Newsletter growth as an additional objective
In addition to winning back purchase abandoners, heima24 had another objective: growing its newsletter subscriber base in a targeted way. The company needed a way to encourage visitors to subscribe at the right moment without disrupting the purchase process.
Straightforward integration with shopwerk.de
Because heima24 uses the shopwerk.de store system, straightforward integration was essential. uptain can be activated directly for shopwerk stores. Simply contact your representative at shopwerk or interAKTIVnet GmbH. No technical work or developer is required. More information is available at shopwerk.de: uptain integration.
Approach
heima24 chose uptain. The fully automated uptain® ALGORITHM and the performance based pricing model were decisive: costs are incurred only when uptain demonstrably generates additional revenue.
Summary
- Setup and integration: shopwerk customers can activate uptain directly through their representative at shopwerk. Following a web demo with an uptain expert, the software was ready to use quickly.
- Corporate identity and brand guidelines: the scope of the uptain® ALGORITHM was tailored to the brand guidelines so that design, language and tone integrate seamlessly into the corporate identity.
- Abandoned Cart Emails: automated and personalised emails for users who added products to their cart but did not complete the purchase.
- Browse Abandonment Mails: targeted communication with users who viewed products in detail but did not add anything to their cart.
- Comeback Mails: targeted communication with existing customers who have not been active in the store for an extended period.
- Exit Intent Popups: intelligent detection of genuine abandonment signals. Popups appear only when a visitor is actually about to leave the store.
- Newsletter Popups: intelligent popups that gain new subscribers without interrupting the purchase process.
- Live transparency: all results can be tracked in the dashboard.
Algorithmic coupon distribution
Using uptain automatically ensures that Exit Intent Popups and Trigger Mails are shown only when a visitor is actually about to leave. Coupons are shown exclusively to users who would not buy without an incentive. If the algorithm determines that a service offer would have the same effect as a discount, it automatically displays a service popup.
The algorithm also learns which coupon value is needed for each customer. This ensures that only the discount actually required is offered.
The result: lower coupon costs, higher margins and a higher conversion rate through intelligent targeting.
Personalisation
uptain automatically adapts the tone, form of address and incentive of every communication to the individual user. This includes formal or informal language, discounts and service offers. Compared with static solutions based on subjectively defined triggers, this precise targeting increases the relevance of every communication and the likelihood that an abandonment becomes an order.
A/B test confirms the results
Since heima24 started using uptain, visitors have been engaged at decisive moments: Exit Intent Popups prevent purchase abandonment, Trigger Mails win back abandoners and newsletter forms grow the subscriber base. The results were confirmed by an A/B test:
- 10.6% increase in conversion rate
- 7.3% increase in average order value
Frequently asked questions
Why did heima24 choose uptain?
A key factor was the performance based pricing model. Costs are incurred only when uptain demonstrably generates additional revenue, so the store carries no financial risk. Flexible integration with the shopwerk.de system was another deciding factor.
How does the integration work for shopwerk customers?
shopwerk offers direct plugin integration. Simply contact your representative at shopwerk or interAKTIVnet GmbH to activate the plugin for your store. No technical work or developer is required.
What is the difference between Browse Abandonment Mails and Abandoned Cart Emails?
Abandoned Cart Emails target visitors who have abandoned a cart. Browse Abandonment Mails also address visitors who viewed products but did not add anything to their cart, an often overlooked opportunity.
How does uptain prevent unnecessary coupon distribution?
The uptain® ALGORITHM identifies in real time which visitors would purchase without an incentive. They do not receive a coupon. Discounts are used only where they are decisive for the purchase.
Is uptain GDPR compliant?
Yes. All data is processed exclusively on servers in Germany, in full compliance with the GDPR and without being transferred to third countries.
How quickly are the first results visible?
uptain is active as soon as integration is complete. Initial results are visible in the Live Dashboard in real time. Reliable insights into conversion rate and average order value typically emerge within the first few weeks after go live.
Can uptain be used alongside other tools?
Yes. Some stores use uptain alongside newsletter tools. While other tools are primarily used for static campaigns or product presentations, uptain handles conversion focused use cases such as reducing purchase abandonment, winning back cart abandoners and acquiring newsletter subscribers or contacts for WhatsApp marketing.