🪟 How Veneta helps every shopper find the perfect fit with Aiden

With over 1.24 million customers since 2012 and more than 50,000 five-star reviews, Veneta has proven that buying window coverings online can actually be a joy. In order to truly help every online visitor find the right fit for their windows and style, they partnered with Aiden to take product advice to the next level.

At the Webwinkel Vakdagen conference in April 2025, Veneta’s CRO specialist Dylan Bisschop and Aiden’s Customer Success Manager Anniek van Vulpen shared how product finders not only drive conversions but also improve the customer experience. They presented key insights and early results from experiments designed to better support online shoppers.

A growing product selection for a growing customer base

Veneta's product range is growing rapidly, just like their customer base: from homeowners designing their dream interiors to renters looking for something stylish and practical.

Some shoppers land in the online store knowing exactly what they want. Others are at the very beginning of their buying journey. And with so many styles, fabrics, and systems to choose from, decision-making gets tricky.

Dylan explains: "Our challenge was twofold: give shoppers the confidence to decide, and make sure our advice reached as many of them as possible." Together with Aiden, Veneta introduced their own version of a 'digital Jeroen', an online advisor guiding visitors to the right choice, just like you’d expect in a good old brick-and-mortar store.

From hesitant visitor to confident buyer

So how do you get started with guided selling? Veneta kept it simple: they launched three product finders in categories where shoppers often felt overwhelmed. One of the first pilots focused on curtains.

"It’s tempting to go all in with fancy product finders," says Dylan. "But we started small, with three finders in existing flows and saw results immediately."

The numbers speak for themselves:

• 80% of users completed the first product finder
• 71% clicked through to the product detail page
• Resulting in +11% add-to-carts and +9% purchases

Encouraged by the results, the team doubled down. They mapped every step of the journey, fine-tuned the product finder experience, and optimized both advice and reach.

The magic formula: Impact = Effect × Exposure

At Aiden, our approach is simple yet powerful. We follow the formula: Impact = Effect x Exposure. The better the advice and the more people receive it, the more impactful the results. And that’s exactly the equation Veneta used to turn inspiration into conversion.

This formula became the foundation of every optimization. Together, we ran a series of experiments to improve both sides of the equation.

Step 1: Improving effectiveness

The first set of optimizations focused entirely on increasing the effectiveness of the product finder. Where were users dropping off, and why? To find out, Veneta ran three different experiments.

Timely explanations where they matter

One key insight came from the flow for tilt-and-turn windows. Many visitors abandoned the product finder at this stage. To fix this, Veneta added a short info screen, just like a store associate might step in with some helpful context.

Dylan explains: "For customers, the jump from a question about tilt-and-turn window installation to a follow-up about pleated blinds didn’t make sense." By simply adding a short explanation that pleated blinds are actually ideal for these types of windows, the next step in the flow became much clearer.

And it worked: abandonment dropped by 48%.

Less doubt, more clarity

Veneta also looked at moments where visitors struggled to choose between options. A single pleat, double pleat, or wave fold... tough call. In a physical store, someone like Jeroen would say, "If you're unsure, go with the double pleat. It’s timeless, it’s our most popular option, and it’s always a safe choice."

Veneta translated that same guidance into the online experience by adding a most chosen label in the product finder. The result? The share of shoppers choosing the double pleat jumped from 36% to 53%.

Simpler language, stronger results

Aiden also suggested reviewing the wording throughout the flow. Did visitors actually understand all the terms? One example was the question "Which curtains are you looking for?", which can be confusing if you don’t know the difference between blackout, in-between, or voile curtains.

So the question was rewritten as: "What’s important to you?" with options like "Curtains that block out all light" or "Curtains that let in light but offer privacy."

That’s language anyone can understand, and it made a difference. This change alone reduced abandonment by 12%. It’s a strong reminder that small tweaks to the flow and copy can have a big impact. These optimizations translated into a higher completion rate and more click-throughs to relevant products.

Step 2: Expanding reach

The advice was rock solid. But once the product finder is working well, you naturally want as many people as possible to benefit from it. In other words, it’s time to scale that impact.

So the next question became clear, how do you reach the people who don’t yet know what they’re looking for? The visitors who just stepped into the online store, or are still out in the digital 'shopping street'?

An all-in-one product finder for early-stage shoppers

In a physical store, it’s simple. As soon as you walk in and reach the right aisle, someone asks, "Can I help you?".
Online, Veneta was already doing a great job of supporting visitors who had landed on the right product listing pages, for example, curtains or blinds.

But shoppers who were just entering the site and didn’t know where to start weren’t getting that same level of help. That’s where the all-in-one product finder came in. A digital store assistant that jumps in right at the entrance to guide people from the first step.

Dylan explains: "This product finder doesn’t start with 'Which product are you looking for?' because most customers don’t know yet. You only buy window coverings every few years, how could you possibly be an expert?"

Instead, the journey began with simple, relatable questions like "Which room do you need window coverings for?" and "What type of windows do you have at home?".

Just like advisor Jeroen in the store, Veneta stood beside the customer and guided them to the right product.

Inspiring people outside the store

Not everyone is already in the store, of course. So Veneta stepped outside, into the digital shopping street, to reach and inspire shoppers even earlier in their journey.

They experimented with banners on filter pages, links on inspiration pages, and personalized support through newsletters, even for subscribers who hadn’t found the right product yet.

They also showed up on social media with relevant advice and inspiration. On Instagram, where people save mood images for later. And on Pinterest, where many are still broadly exploring interior ideas. 

Helpful guidance was available wherever and whenever it mattered. And it worked:

• Product finder usage saw a 4x increase
• Start rate grew from 5% to 9%
• Completion rate improved from 80% to 86%
• Click-through rate from result to PDP rose from 71% to 81%

"We saw that the advice worked better," says Dylan, "but also that a lot more people were actually using the product finders." All this led to an 18% increase in add-to-carts and 11% more purchases. Not just from motivated buyers, but also from early-stage browsers and doubters.

Good for the customer, and for the business

For Dylan and his team, guided selling is more than a conversion booster. It’s how you build trust in a world full of choice paralysis. When people feel supported, they move forward with more confidence, and feel better about their decisions.

As one customer put it:

" I usually avoid ordering online. But thanks to the product finder, I was convinced to place my order. Highly recommended!"

More inspiration. More guidance. More growth.

By combining strong advice with smart distribution, Veneta is turning hesitant online visitors into confident buyers at scale. Together with Aiden, they’ve built a guided selling experience that grows with them: helping more shoppers make better decisions, while continuing to improve.

Dylan sums it up best: "It’s all about giving the right advice at the right time. That’s the power of guided selling. And Aiden helps us do it at scale." Whether you know exactly what you’re looking for, or you’re just getting started, Veneta is there to help. Just like you’d expect from a great in-store advisor.

There’s something truly exciting about experimenting together, combining deep knowledge of guided selling with Veneta’s expertise in window decor to drive more sales and get happier customers.

If you want more proof that this works, just listen to what Veneta’s customers are saying: