Zurhorst Meditation Shop: A Conversion-First Relaunch

Eva-Maria, Wolfram, and Annalena Zurhorst have spent years helping people meditate, heal relationships, and build self-worth through coaching and their academy. Last week, they took that expertise into a new standalone channel: the Zurhorst Meditation Shop, a dedicated ecommerce store for single-purchase, no-subscription meditations. MVST partnered with the Zurhorst team on branding, UX, UI, and full development to bring the shop to life, and it went live just one week ago.

The Deliverables

• Branding
• Ecommerce UX Design
• UI Design
• Ecommerce Development

The Challenge

Zurhorst's audience is broad, coaching clients, podcast listeners, academy students - but the meditation shop needed to speak directly to a younger, female-skewing audience shopping for meditations the same way they'd shop for any other product online. That meant designing a brand identity and shop experience that felt warm and personal (in keeping with the Zurhorst voice) but also visually distinct, energetic, and unmistakably ecommerce.

On top of the branding challenge, the shop needed to solve a very practical problem: how do you sell an audio product people can't "see" before buying? Visitors needed a way to preview a meditation's tone, voice, and music before committing to a purchase, and a fast way to land on the right meditation for their specific mood or life situation, rather than scrolling through dozens of titles.

The Solutions

• A brand refresh built for the target group. The visual identity leans brighter and more playful than Zurhorst's core brand, deliberately aligned to a younger female audience without losing the warmth and authenticity the Zurhorst name is known for.
• A mood-based hero exploration widget. Rather than opening on a generic product grid, the homepage hero lets visitors say where they're at right now, from wanting to relax to needing clarity, and routes them straight to the meditations that match, cutting decision fatigue from the very first screen.
• Preview-before-you-buy on every product. Every meditation in the shop includes a short preview clip, so shoppers can hear the voice, pacing, and music before they buy, turning an intangible audio product into a confident purchase decision.
• A conversion-focused ecommerce build. From product pages to checkout, the shop was designed and developed to remove friction at every step, with bundles and bestseller categories (by theme, speaker, and situation) supporting easy cross-selling.

The Results

The shop launched just a week ago, and early numbers are already strong:

• €50 average basket size
• 3% conversion rate to purchase
• +24% increase in cross-selling

Early signals point to a shop that's not just on-brand, but genuinely built to convert, a strong foundation for Zurhorst as the meditation catalogue continues to grow.

Let's Talk About Your Next Project

Want a brand and ecommerce experience built to convert from day one? Get in touch with MVST and let's talk about what we can build together.