Case study: Refreshing the upholstery button offer on Allegro

As part of a collaboration with a client, we were busy upgrading one of their listings on Allegro. The product is a classic upholstery button with a crystal finish and nailhead. The challenge? An undistinguished visual presentation and a very simple, low-engagement description. Here's what we did.

1. Before modernisation
   The photos of the product were taken against a white technical paper background, with uneven lighting and no crisp detail. The sense of „glamour” that this product should convey was missing.

Description sent by the client:

Upholstery buttons with a nail, are an elegant accessory for upholstered furniture. They are perfect for decorative finish sofas, armchairs, headrests and other furnishings. Their sparkling, crystalline appearance adds to the furniture luxury character, emphasising style and elegance. Packed in a set of 25 pieces, are ideal for projects requiring a coherent and striking finish.

⚙️ Technical parameters:
➡️ Button diameter: 25mm
➡️ Nail length: 20mm
➡️ Button material: metal and glass
⚠️1 item in basket = 25 items guzików⚠️

 

2. After modernisation
   We changed the approach to presentation completely. Instead of just showing the product as a technical detail, we focused on emotion, context and quality of workmanship. We focused on making sure that the buttons not only look aesthetically pleasing, but also tell the story of their function - an elegant furniture finish. In this way, the customer can already imagine the end result in his or her interior when looking at the photos.

New photos:

• product on a pure white background in a packshot version,
• additional arrangement shots in the context of use: cushion, headrest, seat, upholstery workshop,
• details shown: cut, light reflection, surface texture,
• prepared thumbnail for Allegro and technical photo with dimensions.

New description is designed to immediately capture the attention and engage the viewer. It offers a benefit in the very first sentence and then elaborates on it by showing the product's design potential. We used emotive and pictorial language that helps the customer to imagine the end result. The description has also been clearly structured: the benefits section allows a quick scan of the product's most important functions, while additional uses open up new contexts of use. In this way, the content not only informs, but inspires and increases the chances of conversion. 

3. Why does it work? The new description works because it does more than just present the product features - it sells emotion, inspires and imagines application. Instead of dry data, the customer gets a vision of how buttons can transform an interior. The descriptive language creates an atmosphere of luxury and style, which is particularly appealing to customers looking for unique decorative details. A large number of photos of the product builds trust in the seller, and has a positive effect on the professionalism of the offer. This approach translates into:

• higher click-through rate (CTR) in search results,
  
• better positioning of your listing on Allegro thanks to expanded content and relevant keywords,
  
• greater user involvement through contextual images,
  
• easier purchase decisions through demonstration of use,
  
• an increase in the perceived value of the product,
  
• the possibility of applying a higher price without lowering the conversion.

The effect of the changes is visible to the naked eye - Previously, the offer was based on dark, dull images and a simple, technical description devoid of emotion and context. After our revamp, the product was presented in a modern and engaging way - with dynamic, high-quality images both packshot and in arrangements. The description itself has been given a form that inspires, shows application and builds value in the eyes of the customer. This is an example of how professional presentation and properly developed offer content can make a real difference to sales in the marketplace.

Author of the blog: Kacper Pawlak
Date of publication: 30.07.2025r.