WebDesk Solution designed and developed two custom product comparison tools for Anderson Pens on BigCommerce: one for inks and one for nibs. The project addressed a product discovery problem caused by a large catalog, limited native filtering, and the lack of a side-by-side comparison workflow. The published case study reports gains in conversion rate, revenue, and average order value after launch.
Overview
Anderson Pens, a trusted name in fine writing instruments and accessories, has been serving pen enthusiasts for over 36 years. Known for their vast inventory of nibs, inks, pens, and paper, the retailer had earned a loyal following but was beginning to feel the weight of its product-rich catalog. With an ever-growing number of SKUs and intricate details differentiating each product, customers were increasingly overwhelmed while trying to find the right nib or ink.
The browsing experience lacked personalization and precision. Shoppers were sifting through pages of product listings with no clear way to compare features or filter items based on specific needs. Recognizing this gap in the user journey, Anderson Pens sought to implement two powerful comparison search tools: one for nibs and one for inks. Their goal was to eliminate search fatigue, improve product discovery, and create an interactive, conversion-friendly shopping experience.
WebDesk Solution was engaged to design and develop two custom comparison tools on BigCommerce, with separate workflows for ink and nib products.
Approach
Our journey with Anderson Pens goes back several years. We originally supported their Volusion-based store with custom features and long-term maintenance. But as the eCommerce landscape evolved, Volusion’s limitations began stifling innovation—API restrictions, lack of flexibility, and poor customization blocked their growth plans.
Brian, the store’s owner, wasn’t a technical person and was rightfully apprehensive about migrating away from a system he’d relied on for years. Sensing the hesitation, our senior consultant Daniel scheduled a call to walk Brian through the BigCommerce platform, highlighting its API capabilities, scalability, and ability to support external custom apps.
We proposed a phased approach that wouldn’t disrupt Anderson Pens’ day-to-day operations. The engagement also included a phased BigCommerce transition approach that kept Anderson Pens’ existing store live while the new custom app was developed. While their existing site continued serving customers, we built a sophisticated custom app off-platform, designed specifically to integrate with BigCommerce and support real-time data sync. The plan? Two high-performance comparison tools—one for nibs and one for inks—engineered to deliver an intuitive, filter-driven, visually rich experience that simplifies selection and comparison across hundreds of SKUs.
Why was Anderson Pens’ catalog difficult to search, filter, and compare?
Overwhelming Product Volume with No Clear Search Guidance
Anderson Pens’ diverse catalog had unintentionally become a maze for customers. With hundreds of nibs and inks, many with only nuanced differences, shoppers were overwhelmed by options without any structured way to narrow their search. It wasn’t uncommon for customers to abandon their session midway through browsing, frustrated by information overload. The absence of intelligent filtering mechanisms meant customers had to rely on guesswork or manual comparisons—an inefficient process that hurt both user experience and sales.
Ineffective Product Discovery Due to Weak Categorization and Filtering
The website’s native search capabilities were too basic for the complexity of their inventory. There were no advanced filters for color, width, brand, or attributes—essential variables in choosing writing instruments. Customers were left to dig through layers of product listings without any dynamic or context-aware guidance. This bottleneck severely impacted product visibility, discoverability, and in turn, reduced the likelihood of purchase.
No Built-in Product Comparison Experience
Despite being a product category where side-by-side evaluation is critical, Anderson Pens offered no way for users to compare items easily. Whether it was ink saturation or nib width, users had to open multiple tabs and switch between them. This fragmented experience not only felt outdated—it actively discouraged buyers from exploring deeper. Lack of comparison capability meant more cognitive load, longer decision-making times, and ultimately, higher bounce rates.
Inability to Save, Revisit, or Modify Selections Mid-Journey
Once customers made a choice, there was no mechanism to save their selection or go back and modify it. This created a loop of lost decisions, especially frustrating when customers added products mentally but couldn’t track or recall them later. The absence of saved filters or comparison memory meant users had to start from scratch every time, leading to frustration and exit without purchase.
How did WebDesk Solution build the BigCommerce ink and nib comparison tools?
Engineered Two Dedicated Comparison Tools for Inks and Nibs
WebDesk Solution created two standalone, API-powered tools tailored to the distinct attributes of ink and nib products. Each tool came with its own set of filters and logic. The ink tool let users filter by brand, color family, and specific product attributes, while the nib tool focused on brand and nib width. With elegant UI components and smooth transitions, these tools empowered shoppers to conduct meaningful, side-by-side comparisons without friction—creating a sense of control and delight.
Designed Advanced Search Filters with Real-Time Visual Feedback
The tools featured interactive filters backed by dynamic data. The ink tool allowed users to add up to five inks and view comparisons of sample types, bottle sizes, and color attributes. Visual product specs updated in real-time as filters were selected. Actionable dropdowns enabled users to “Add Bottle to Cart,” “Add Sample to Cart,” “Add to Wishlist,” or “View Product Page.” Product variants displayed prices across sizes and types—something previously unavailable. Visitors could even email product details to friends directly from the tool.
Ink Tool Selection
- 1. Ink Tool Selection
- 2. Search Filter
- 3. Product Spec
- 4. Action Status
- 5. Success Notification
- 6. Email Share
Nib Tool Selection
- 1. Nib Tool Selection
- 2. Search Filters
- 3. 5 Nib Selection
- 4. Email Share
Created Persistent User States and Enhanced Shopping Workflow
We added persistent states for comparison—once a user selected a nib or ink, their session retained the choices. They could navigate away, return, and still find their comparison intact. Admin tools were added for seamless product data management, import/export functions, and performance analytics, enabling Anderson Pens to continuously refine their offerings. The search experience evolved from a passive catalog to an active, curated path to purchase.
This project became complex because Anderson Pens needed two separate comparison experiences with different filtering logic and real-time product data, while also moving beyond Volusion’s API and customization limits through an off-platform app integrated with BigCommerce.
WebDesk Solution built the off-platform custom app integration, persistent comparison states, and admin-side tools for product data management, import/export, and performance analytics.
What changed after Anderson Pens launched the custom comparison tools?
Increase in Conversion Rate
Customers could now find products faster, compare intelligently, and complete purchases with confidence.
Boost in Revenue
With better visibility and personalized decision-making paths, more users completed purchases.
Rise in Average Order Value
Features like wishlist and comparison encouraged users to explore multiple products per session.
Improved UX Metrics
Reduced bounce rates and increased time-on-page were strong indicators that customers were genuinely engaged.
Enhanced Admin Efficiency
The backend tools allowed the Anderson Pens team to manage product data, track tool usage, and optimize filters without external dev support.
WebDesk Solution has documented experience building custom BigCommerce comparison workflows for product-heavy catalogs.
Conclusion
For Anderson Pens, this wasn’t just a technical upgrade—it was a strategic pivot toward customer-centric commerce. The dual comparison tools have fundamentally transformed how customers interact with their catalog. What was once a cluttered product universe is now a guided, insightful journey.
WebDesk Solution didn’t just build a feature—we helped rebuild trust in digital transformation. Brian’s initial fear of platform migration has been replaced with excitement, thanks to an architecture that’s scalable, future-proof, and deeply aligned with user behavior.
As Anderson Pens continues to grow, these tools will serve as the backbone of smarter shopping—setting a gold standard in specialized eCommerce.
