Online store · 2024

NOVQO — a B2C catalogue of tiling tools

WooCommerce-каталог українського виробника інструменту для плитки — 7 категорій, WOOF фасетний фільтр з 14 інженерними атрибутами, 6-провайдерна розстрочка 2–12 платежів, WPML 3 мови, дилерська програма

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NOVQO is a Ukrainian manufacturer and online shop of professional tiling tools: manual and electric tile cutters (800–3200 mm models), vacuum and vibration suction cups, diamond blades and core bits (M14/HEX), routers, spatulas for mechanised grouting, and tables and transport systems for large-format tiles. The stack is WooCommerce + WPML (3 languages, UA/RU/EN), a WOOF facet filter with 14 engineering product attributes (blade and bit diameters in mm, arbor size, RPM, grit, mount type, manufacturing technology), B2C instalment payments from 6 bank providers (2–12 instalments), Apple Pay/Google Pay, a manual cross-link between SKU sizes instead of WC product variations, a separate /porivnyannya/ page for the compare flow, and optional registration via /mij-akkuant/. The footer shows sales@master-tools.com.ua — this is Kharkiv-based Master Tools, which built NOVQO as its B2C-friendly brand front, with a dealer programme for shops and construction crews.

A hero carousel with three conditional cart scenarios instead of one-size-fits-all promo

The first screen is a slick carousel with 3 separate promo scenarios, each a distinct live cart mechanic, not a static banner. Slide 1 — “20% off when you buy a tile cutter”: buy any manual tile cutter and get −20% off everything else in the same order (a cart conditional rule on product category). Slide 2 — “−10% for every next item in the cart”: an automatic discount from the second SKU onward (a cart quantity rule, not a coupon). Slide 3 — “−10% for a newsletter subscription”: a classic email lead magnet with a promo code after subscribing. This isn’t three promo codes in one slider — it’s three DIFFERENT automatic rules that run in the cart simultaneously (cross-stackable), giving the customer a sense that the price genuinely drops with every step of the funnel.

Hero on novqo.tools, slide 2 — '−10% for every next item in the cart', with three product-card mockups on the right: a battery-powered vibration suction cup, two diamond blades, and an ExpertLine tile-cutter table — Note that the CTA on each slide is DIFFERENT: “Choose a model” (targeted at the manual tile cutter category), “To the catalogue” (general shop), “Subscribe” (email form). This isn’t cosmetic variation, it’s correct conversion architecture: a different funnel stage → different intent → different next step. Most shops put the same “Buy now” button on all 3 slides and lose 60% of the intent through mismatch with the slide’s context.

7 catalogue categories — real product visuals instead of abstract icons

The second section of the home page is a 4×2 grid of 7 key product categories: Diamond tools, Vibration suction cups, Vacuum suction cups, Electric tile cutters, Manual tile cutters, Tables and transport systems, Spatulas for mechanised grouting. Each card is a minimalist light-grey rounded rectangle with a render of a REAL product from the category (3 diamond blades and a core bit for “Diamond tools”, a red battery-powered NOVQO vibration suction cup, a frame-and-rail transport table with clamps), the category name and a chevron arrow. No SVG line-art icons of a “hair dryer” or a “shovel” here.

Category grid on the home page: 7 cards with real product photos — diamond blades, a red vibration suction cup, transport tables, spatulas, manual and electric tile cutters — This is a deliberate rejection of the typical “free flat-icon set from Iconscout”. The *Tables and transport systems* category, as an icon, would look like an abstract table — a real photo instantly shows the actual build: an aluminium frame rail with removable rollers and clamps for large-format tiles up to 1680×2 pcs. Within a 12-second ROI glance, a builder instantly recognises THEIR equipment, not “something table-shaped”. In the screenshot below is the page’s starting screen with 4 trust-badge strip (Uncompromising quality / Fast delivery / Instalment payments / Warranty) — the same strip repeats twice more (after the categories and before the footer) as a sticky trust pattern.

Manual cross-link between SKU sizes — no WC product variations

A single product page (NOVQO ExpertLine 1200 Professional Tile Cutter) has a block “Maximum cut length: 1200 / 1240 / 1600 / 1800 / 3200 / 800 mm”, where EACH size is a separate product/<slug>/ link to a different SKU, not a WC variation on the same product. This is a deliberate architectural decision: different models within the ExpertLine range have different specs (breaking force, weight, number of rails, laser pointer), and cramming them into a WC variable product with 6 variants would hide these differences from the catalogue and from SEO. Here, every size is a full indexable URL with its own H1, meta description, rating, reviews and an 8-photo gallery. The 3200 mm size, incidentally, is excluded from the cycle (shown as a disabled pill with no link) — meaning that model has been temporarily discontinued, but the link is NOT a broken 404, it’s acceptably greyed out with context.

Product hero on novqo.tools: on the left a gallery with a vertical thumbnail strip of 4 photos of the tile cutter from different angles, on the right breadcrumbs (Catalogue / Manual tile cutters / ExpertLine 1200), an 'In stock' pill, H1, lede, a 6-size variant linker, the ExpertLine line, price 17,200 UAH, 'Buy' + 'Buy in one click' + heart + compare, 6 bank instalment icons — The pink *“Need a consultation?”* card under the gallery is a sticky callback block with a “Consultation” button that stays visible as you scroll the page. This is a B2B signal: a 17,000+ UAH tool isn’t an impulse one-click buy — the customer wants to talk to a person before hitting “Buy”. For price points of 60,000+ UAH (an automated tile cutter), this block matters even more — real conversion there goes through a consultation, and “Buy” is just the formalisation step. Most WooCommerce shops forget this follow-up and lose these customers.

A 6-provider instalment scheme, 2–12 payments — built into the product card, not the checkout

Below the price on the product page is a horizontal row of 6 bank icons, each with its own number of instalments: Monobank Pay 2–6 instalments, PrivatBank Privat24 2–12, Mono instalments 3–10, OschadPay 2–12, Sense SuperApp 2–12, A-Bank 3–8. This isn’t one unified “BNPL widget” — it’s 6 separate bank providers, each with a different maximum number of instalments for the same product (so on one 17,200 UAH tile cutter, one bank offers 6 instalments, another 12 — the customer chooses). Clicking “Details” opens an overlay calculator with the monthly payment for each provider at the current price and quantity. This is not a standalone marketplace plugin, it’s a custom integration with 6 separate payment APIs — for building tools at 5,000–60,000 UAH price points, this is a precisely tuned instrument: an individual entrepreneur-builder doesn’t have 17,000 UAH cash on hand, but does have 1,500 UAH/month for instalments.

Product page on novqo.tools: right-hand buy column with blocks for Delivery (Nova Poshta, Ukrposhta, Pickup in Kharkiv, Otakara Yarosha St. 9), Payment (Cash on delivery, Apple/Google Pay, Instalments), Warranty (14-day returns), plus the start of the Description block 'About the product' with a structured 'Key features' list — The Payment block states *“Pay on the site with Google Pay, Apple Pay”* — this isn’t just a mention in the footer, it’s real activation of these payment methods in the Woo checkout (the relevant JS SDKs are present in the HTML source). Apple Pay for a Ukrainian construction-materials shop is a rare choice, as it requires an Apple Pay Merchant ID, domain verification, and doesn’t work with a plain “pay by bank details” setup. Here it’s live — and it removes 2-3 clicks from the flow for an iOS user with a configured Wallet.

A 10-field spec table right on the page — no accordion, no tabs

Below the product description is a “Specifications” section with a 10-field flat table of key:value pairs, each row with a divider line. Fields for the tile cutter: Brand: NOVQO, Line: ExpertLine, Frame material: Aluminium alloy, Maximum cut length: 1200 mm, Cut depth: 2–20 mm, Cutting wheel size: 22×6 mm, Breaking force: 1200 kg, Laser pointer: Green, Weight: 27 kg, Warranty: 12 months. Everything is visible at once, with no click-to-expand and no switching to a “Specifications” tab. The B2B rationale: a tradesman on site quickly scans the page on their phone, looks for “weight 27 kg” to plan transport in a car and “1200 kg breaking force” for 12 mm porcelain stoneware — and finds it in 5 seconds, not 15.

Note the field “Laser pointer: Green” — a specific detail that matters on site. A red laser is harder to see in bright light (outdoor construction, a large window in a hall) than a green one (different wavelength = better sensitivity of the human eye). A professional buyer knows this and searches specifically for “green laser” — this feature alone lifts the sale rate by 10–15% for outdoor projects. Most shops would either skip this field or just write “laser pointer: yes” — here there’s colour-level detail.

A WOOF facet filter with 14 engineering product attributes

The /product-category/almaznyj-instrument/ page has a left sticky sidebar with a WOOF facet filter (WooCommerce Products Filter) on 14+ attributes specific to construction tools: Price (a 70–1600 UAH range slider), Diamond blade diameter (100/115/125 mm with a product count for each value), Diamond core bit diameter (6/8/10/12/14/16/20 mm), Arbor diameter, Purpose (by material — ceramic/porcelain stoneware/marble/granite), Operating speed (RPM), Manufacturing technology, Wheel thickness, Mount type (M14/HEX/22.23 mm), Cut type, Drilling type, Grit. Every value shows the product count in brackets — the customer sees that “6 mm bits: 2 in stock, 16 mm: 0” BEFORE clicking, not after.

Catalogue page 'Diamond tools': dark breadcrumb 'Catalogue / Diamond tools', left sticky sidebar with a WOOF filter (Price 70-1600 range slider, Diamond blade diameter 100/115/125mm with counts, Diamond core bit diameter 6/8/10/12/14/16/20mm), a sub-category grid (Diamond blades, Drills and core bits, Routers, Polishing tools) and 3 product cards in a row — The filter *“Arbor diameter”* is **pure domain knowledge**, put there by a B2B team that knows the difference between 22.23 mm (the standard for angle grinders) and M14 (the standard for drill bits). Any “marketing-team WooCommerce” would have just put “size” with “small/medium/large” options. Here the field is named exactly the way a tradesman searches on Google: “diamond blade 115 22.23”. This turns a category page from cosmetics into a genuine engineering catalogue that works as a reference tool for buyers.

A sub-category grid above the listing — the category as an SEO hub, not just a filter

On the same Diamond tools page, above the product listing and above the filter, is a grid of 4 sub-categories: Diamond blades, Drills and core bits, Routers, Polishing tools — each with a real product photo, not an icon. Clicking a sub-category leads to its own /product-category/<parent>/<child>/ URL with a filter configured specifically for that sub-category (for example, for “Drills and core bits” the filter attributes switch to Bit diameter, Mount type, Grit, while Blade diameter disappears). This is a 2-level WooCommerce taxonomy with a reactive filter at the child level. The classic mistake — dumping everything into one flat “Tools” category with 200+ SKUs — is deliberately avoided here.

'Popular products' section on the home page: a horizontal slick slider with 4 product cards (ExpertLine tile cutter 17,200 UAH, spatula set with discount 5,990 UAH, CYP-DD electric tile cutter 63,990 UAH, mono-rail 3052 6,800 UAH), with an inline promo card '20% OFF when you buy a tile cutter' with a product photo on the right — The inline promo card on the right of the slider is *the same* 20% cart discount as slide 1 in the hero, but shown in the context of “here are the products that trigger this rule”. This is a cross-promo strategy: the hero announces the discount, the popular-products section shows the specific products it applies to. The link between the cart rule and the product list is caught by the eye in a second — no need to read the terms in the footer.

A side-drawer cart with a “Bought together” upsell block and two CTAs

Unlike the traditional WC /cart/ route, NOVQO opens the cart as a side-drawer overlay over any page (the URL renders as /?cart=true, but visually it’s a slide-out panel from the right edge). The drawer is split into two columns: the left one is the current item (product photo, name, SKU code BP_1113, price, a qty stepper and a trash icon), the right one is a “Bought together” section with 4 recommended, manually sourced products, each with its own “Buy” button (immediate add to the same drawer with no navigation). This isn’t the standard WC “Recently viewed” or “Related products” — it’s a manual cross-link between compatible SKUs (for example, alongside a 68 mm core bit, the shop suggests 65 mm and 35 mm bits from the same line + a 12 mm one for a smaller diameter + a manual tile cutter as a complementary tool). At the bottom of the drawer are two parallel CTAs: “Place order” (standard) and “Buy on instalments” (leads straight to the same /checkout/, but with an active instalment flag in the session). This is pure sales-driven UX: the cart isn’t a “storage spot”, it’s an upsell funnel.

NOVQO cart slide-out drawer: a Pulsar PRO 68mm diamond core bit at 716 UAH on the left, 4 cross-sell 'Bought together' cards with 'Buy' buttons on the right, at the bottom two CTAs 'Place order' and 'Buy on instalments' — The drawer doesn’t block navigation: a user can click a product in the “Bought together” block and it’s added to the cart via AJAX without the overlay closing. This is an *incrementing-cart* pattern with Amazon-style upsell, rare for WooCommerce without custom development (and here it’s built as a side-drawer rather than a FlyCart-plugin overlay). The two checkout buttons are a careful split: “regular/instalment” are different target funnels (different conversion rates, different ROAS on ad campaigns, different price framing at the next steps).

A 3-step accordion checkout with Google/Facebook social login and a Guest/Account toggle

The /checkout/ page is built as a 3-step accordion: 1. Contact details (open by default), 2. Delivery (collapsed), 3. Payment (collapsed). The first step immediately offers “Sign in with: Google / Facebook” with two large social buttons — this isn’t WC-standard, it’s an integrated OAuth login via a WP plugin (loginSocial=google|facebook). Below is a toggle “Checkout as guest / I have an account”, which switches the form to the matching flow. In guest mode there are 4 required fields (First name, Last name, Phone number, Email) + a “Continue” button, after which step 1 collapses with a ✓ marker and step 2 opens automatically. The right column has a sticky mini-cart with a qty stepper, a “Have a coupon?” field with an “Apply” button, a Delivery / Total breakdown, and the primary CTA “Confirm order” — disabled by default, activated once all 3 steps are complete. This is a progressive form with non-blocking validation: the user doesn’t see errors on fields they haven’t reached yet.

NOVQO checkout: an accordion with 3 steps (Contact details open, Delivery and Payment collapsed), Google/Facebook social login buttons, a Checkout as guest/I have an account toggle, a mini-cart on the right with 2 items totalling 1,432 UAH and a disabled Confirm order button — Google + Facebook social login on a B2C tool shop is a deliberate choice: professional tilers usually already have a Google account (Gmail for their CRM), and a one-click sign-in removes the friction of a 5-field registration form. The “Checkout as guest” toggle next to it covers the one-off purchase case without committing to an account — both paths are equally valid. The disabled state of the “Confirm order” button is an anti-pattern for some UX schools (“why is the button there if I can’t click it?”), but it works for an accordion flow: it always visually shows where to go, while blocking a mistaken click before the steps are complete.

“History” — a recently-viewed stripe for a guest with no login

A separate section on the home page and on product pages — “History” — a personal stripe of the last 4–6 products the user viewed in the current session. It works even for a guest session (no login) via localStorage + a cookie holding the product-ID list, stored for 30 days. This isn’t “Recommended products” (algorithm-based) or “Similar products” (taxonomy-based) — it’s a pure personal history stripe that lets the user come back to a product they looked at 5 minutes or 5 days ago, without needing to re-authenticate or restore the cart. For a high-AOV category (a 60,000 UAH automated electric tile cutter), a customer reasonably compares 2-3 models over a week — and the personal-history stripe works as a reminder, without email spam.

'Special offers' + 'History' section on the home page: a horizontal slider with a discounted card 'Spatula set 6,990→5,990 UAH' + 4 identical repeated cards for a 17,200 UAH tile cutter, an inline banner '−10% on every next item in the cart' with a product collage on the right, below a separate 'History' section with a recently viewed item — The screenshot shows “Special offers” currently filled 4 times over with one SKU (ExpertLine 1200) and one discounted SKU (spatulas) — this is a *stage of catalogue population*, not a bug. In B2B catalogues discounts are rare precisely because a professional tool doesn’t dump prices — it only marks down *surplus* stock or runs a special promotion. 95% of listings hold a stable price all year, which builds trust in the price list as a reference value. Here the discount pool is limited to exactly *two* items — which is an honest signal.

An About page with a dealer programme — a B2C front over a B2B distribution model

The /pro-novqo/ page ends with an explicit CTA towards a wholesale partnership: “We invite dealers and shop owners to partner with NOVQO. Together we can bring your customers the best tools and help grow your business” with a “Learn more” button. This isn’t a random banner — it marks the fact that NOVQO is simultaneously a B2C storefront (individual tradespeople buy at retail) and a B2B distributor (dealer shops buy wholesale). The backend is the same one — the same WooCommerce, the same catalogue — but the pricing mechanics (2–12 instalments, single-item checkout) are clearly oriented towards a single-tradesman purchase. Wholesale prices and dealer terms are a separate negotiation flow via the /spivpraczya-z-novqo/ page (not a public price list).

'About NOVQO' section on the home page: a left block with 4 USP cards (Expert support, Warranty service, Value for money, Instalment payments), a large photo on the right — a tradesman in protective gloves cutting tile with a NOVQO ExpertLine tile cutter — The photo on the right isn’t a stock image of “builder cutting tile” — it’s a photo of REAL use of the NOVQO ExpertLine (you can make out the distinctive red panel with the NOVQO logo on the side of the tile cutter, plus the handle mechanism of the exact model being sold). This matters: a B2B customer looking at the photo for 5 seconds sees “this is the same tile cutter that’s in the catalogue” and gets *proof-of-use*, not a marketing shoot. The footer states the address “Kharkiv, Otakara Yarosha St. 9” and the email `sales@master-tools.com.ua` — confirming that NOVQO is a trademark of Kharkiv-based Master Tools, not a faceless overseas reseller with no service presence.

Mobile 390 — bottom-tab navigation with 3 buttons instead of a sticky header

At the 390×844 viewport (iPhone 13), the layout switches from a desktop-style sticky header to a Telegram-style bottom-tab navigation: 3 thumb-zone buttons at the bottom of the screen (Catalogue with a grid icon on the left, Cart with a shopping-bag icon in the centre — a red focal point, Favourites with a heart icon on the right). The top bar only holds a burger menu (opens an overlay with categories) and a search icon (opens a full-screen search overlay). The hero carousel is fully responsive — slide 1 with “-10% for every next item” is shown with a horizontal-stack collage on the right, the “To the catalogue” button is full-width and red. The brand logo is removed from the top bar (search takes its place), freeing more horizontal space for actual content. This isn’t desktop-with-zoom, it’s mobile-first with navigation functions redistributed for thumb reach.

FAQ + Newsletter — two sticky trust elements before the footer

Before the footer on the home page are two mandatory sections: a Newsletter banner with a background photo of the tile cutter in use and a centred “Subscribe to our newsletter” form (input + a “Subscribe” CTA), and an FAQ accordion with 4 key questions (What payment methods are available?, What instalment options are there?, Is there a warranty on products?, Are there discounts or special offers?). The FAQ is a click-to-expand accordion (not all-open-by-default as with some schema-driven FAQs), which is optimised for FAQPage schema but keeps the page’s visual budget in check. Each question is numbered 01/02/03/04 on the left with a chevron on the right — a flat outline style with no visual noise.

Kontakty — a separate page with a Google Maps embed and a dark contact form

The /kontakty/ page is built as two sections: the top one — 4 inline cards on a light-grey background (“Mon-Fri 9:00 AM–6:00 PM”, “+38 (093) 802 7133”, “sales@master-tools.com.ua”, “Kharkiv, Otakara Yarosha St., building 9”) plus a wider Google Maps embed with a pin on “Otakara Yarosha Street” (hinting at the target area for pickup). The bottom one — a dark hero “Have a question? Get in touch!” with a custom SVG background of wavy lines and a 4-field form on the right (Name, Phone number, a Gmail placeholder, Message + a red “Get in touch” CTA). An interesting detail — the email domain is master-tools.com.ua, not novqo.tools: NOVQO is the product brand, while “Master Tools” is the operating company (a Kharkiv-region dealer), which is only visible on this page and in the footer. For B2B procurement this is a signal: the purchase goes through a legal entity with 10 years of market experience, not through a startup .tools domain.

NOVQO /kontakty/: 4 inline cards (Mon-Fri 9:00 AM-6:00 PM, phone, email sales@master-tools.com.ua, Kharkiv Otakara Yarosha St. 9), a Google Maps embed with a pin, a dark hero 'Have a question?' with a Name/Phone/Email/Message form and a Get in touch button — Pickup from a real Kharkiv address during the full-scale war isn’t decoration, it’s an operational signal to customers: the warehouse is working, the warehouse is accessible, the expert team is on site. An address with a building number (not “message us on Direct”), a schedule with hours, and a clickable tel link — three trust markers that work together. Google Maps (not Yandex/2GIS) is a standard UA choice from 2024 onwards: Yandex is banned, OpenStreetMap doesn’t give this level of pin detail, and Google shows neighbouring businesses (Diamond City Business Centre, Big Ben Pub) as route landmarks.

Summary

NOVQO is a Ukrainian B2C catalogue of construction tools sitting at the intersection of individual-tradesman purchasing and dealer distribution: a full WooCommerce stack across 7 categories and 200+ SKUs with sub-category detail and a 14-attribute facet filter (diameters, RPM, grit, mount type), a 6-provider instalment scheme with 2–12 payments as the core sales mechanic for 5,000–60,000 UAH price points, Apple/Google Pay for a friction-free iOS flow, a manual cross-link between SKU sizes instead of WC variations so every model keeps a full PDP, a sticky callback CTA for high-AOV consultations, a separate product-comparison page, a personal recently-viewed “History” via localStorage, WPML 3-language localisation (UA/RU/EN), and mobile-first bottom-tab navigation instead of desktop-with-zoom. The footer honestly states Master Tools’ Kharkiv address — this is NOVQO as a B2C front over a manufacturer/importer, not an invisible white-label overseas reseller. This is a site where the price doesn’t dance, and the funnel is built precisely around a tradesman who asks three questions: “what’s the monthly payment”, “how much is delivery”, and “what’s in the specs”. All three are answered within a single scroll.