“We are now in our second year of working together on our store, UX and conversion optimization, and we are really very happy.”
Adrian Balbegi, Founder, Sugargang
LinkedIn post by Adrian Balbegi, October 6, 2026
Before and after
After
Store, UX and conversion optimization with A/B tests
How did we help Sugargang make the most of the short advent season?
In the 2025 season, Sugargang sold over 50,000 XXL advent calendars.
- Industry
- Confectionery
- Platform
- Shopify
- Period
- Since September 2025
- Building blocks
- Advent calendar campaigns from the third quarter
- Product page of the XXL advent calendar
- Recommendations after the cart click
Starting point
What we found
Sugargang sells sweets from all over the world. In 2025 the collaboration only began in September, when sales were already running.
The advent calendar is the core business, and the sales window is short.
- Why people react this way
- Anyone looking for a gift for a fixed date buys where everything is ready at the right moment.
- What is different now
- Store and advent calendar campaigns are now ready every year from the third quarter, before demand arrives.
Most shoppers come through TikTok and buy on the phone.
- Why people react this way
- Anyone coming from a video is curious but impatient, and every extra step can cost the impulse.
- What is different now
- The product page of the XXL advent calendar was reworked in a test series, with mobile in mind.
- After
- A more prominent discount and an expanded description were not adopted after the test.
After the click on the cart, there was no hint at matching add-ons.
- Why people react this way
- Right after a decision, people are open to a matching add-on because the purchase already feels right.
- What is different now
- After the click on the cart button, a window suggests matching add-on products, on the phone as on the desktop.
Result
What changed
over 50,000
XXL advent calendars in the 2025 season
Source: LinkedIn post by Adrian Balbegi, founder of Sugargang, October 6, 2026
Intro call
What would we find in your store?
We start with your visitors' behavior. In 30 minutes with David Pehl or Anas Elimani you will learn whether and how we can help.
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- Over 300 store audits
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- Result
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- Industry
- Confectionery
- Platform
- Shopify, no migration
- What we did
- Store, UX and conversion optimization with A/B tests
- Advent calendar campaigns from the third quarter
- Product page of the XXL advent calendar
- Recommendations after the cart click
- Result
- over 50,000 XXL advent calendars in the 2025 season
