That time we transformed AV Gear’s marketplace by creating custom parent-child product relationships to compare used gear.
What We Did
Back End Development
Custom Development
Ecomm
Front End Development
UI/UX
Custom Development
Ecomm
Front End Development
UI/UX
Overview
AV Gear is a popular online marketplace for buying and selling used professional audio and visual equipment, with each item uniquely graded based on aesthetics and functionality. Their website, avgear.com, specializes in second-life tech products that share model names but possess individual characteristics and conditions.
The Problem
AV Gear specializes in selling second-life audio and visual tech, each item uniquely graded by aesthetics and function. Unlike traditional variants, their inventory was made up of one-of-a-kind products sharing a common model name. This uniqueness made traditional ecommerce solutions ineffective. The goal was to offer customers an experience closer to Amazon or eBay, allowing them to easily browse by model and then effortlessly compare individual items—each with distinct specs, quality scores, and prices.
The Solution
Wonderful stepped up to design and develop a smart “parent and child” product solution tailored specifically for AV Gear. Parent products act as the unified, SEO-friendly hub for each model—shoppable in concept but not directly purchasable. Clicking into a parent reveals its “children,” each a unique, purchasable item with clearly displayed specs and conditions. To keep everything neatly synchronized, we even built a custom app to automatically update parent listings, reflecting real-time pricing ranges and stock availability based on their child products.
A “master” product listing is used for SEO purposes and provides access to all inventory for a given model
Products can be sold at one of AV Gear’s featured live auctions as well as online.
Purchasable product landing page
Each used item is hand rated for functionality and cosmetic perfection
All ratings are clearly shown to the customer through our custom rating system.
Wonderful repositioned AV Gear’s online branding to showcase deep industry expertise and inspire trust.
The Results
AV Gear now delivers a significantly improved shopping experience, allowing customers to browse intuitively by model and effortlessly compare individual items. The new structure dramatically boosted their SEO by concentrating authority into parent product pages. And best of all, conversion rates climbed, driven by customers easily finding and confidently purchasing exactly the right item.
Turning Up The Sales Volume
AV Gear’s new website is the premiere destination for buying and selling audio / visual tech. You might even say we crafted site upgrade so sharp, it’s practically 4K. Oof, bad pun.
