CLIENT
Tools4Trade
INDUSTRY
Tools & Equipment
TECHNOLOGY
Shopify
About Customer:
Tools4trade emerged in 2004 under the leadership of its current proprietors and has since established a substantial presence within the online power tools arena. It stands out as one of the foremost independent suppliers of power tools, encompassing accessories, hand tools, fixings, fasteners, and construction consumables.
Their capacity for swift response is bolstered by next-day delivery services from our dual distribution centres located in Milton Keynes and Northampton. Plus, their customer service team always stands ready to offer guidance on repairs, servicing, and warranties, effectively positioning us as a comprehensive destination for all power tool inquiries.
At tools4trade, our ethos revolves around placing people at the core of our operations. They always eagerly welcome their customer’s feedback, as it serves as a catalyst for refining their performance and elevating service standards as they continue to expand.
In 2018, they expanded their product range through their in-house brand name, EXCEL, which was a cost-effective alternative in the market. The Excel series maintains uncompromised quality and performance, making power tools accessible without straining financial budgets.
Moreover, they always stand resolute in their pledge to offer unbeatable prices and routinely monitor the market to guarantee their customers access to top-tier tools at highly competitive rates. Furthermore, their pricing strategy is transparent and inclusive of VAT, ensuring a clear and straightforward checkout process devoid of hidden charges.
Client’s Needs:
Tools4Trade, one of our Shopify client and a prominent supplier of power tools and accessories were looking to enhance its Shopify website ahead of the festive season, specifically targeting Xmas and Black Friday. From their team, the foremost requirement was a fresh, captivating design for the homepage that encapsulates the spirit of these special events, aiming to engage their customers and drive sales during these periods, plus showcasing their special offers and gifts for different products.
Earlier, when we started this project, their site was taking approximately 12 seconds to load a whole page, even some of the sections and elements were taking more time. We, as a Shopify development company, clearly understand the significance of speed, same as their team as well as it is a crucial aspect for every online platform; that’s why they were keen to optimize it further as they wish to deliver an improved user experience by significantly increasing the website’s loading speed, ensuring that their customers can navigate seamlessly without any delays or disruptions.
Additionally, they asked us to refine their header navigation for enhanced user-friendliness and improved accessibility, as earlier there were too many links, text, and buttons; even some links were simply displaying like text. A more intuitive and streamlined navigation system was a must to empower their customers to explore their new product offerings easily, which ultimately led to increased engagement and conversions.
Furthermore, they were eager to integrate WhatsApp functionality using a reliable third-party module from Zokoomments. This integration will enable them to connect with their customers more effectively, providing instant support, answering queries promptly, and fostering better communication, thereby enhancing overall customer satisfaction. Moreover, it makes their task easier when it comes to remarketing their old clients while showing their new product range.
As we move forward with these enhancements, they also shared some minor tasks to improve the overall performance of their site. We are committed to creating a more engaging, efficient, and user-centric online shopping experience for our valued customers. These upgrades to the site were aligned with their dedication to continually improving their services and offerings, ensuring that Tools4Trade remains a preferred destination for power tools and accessories.
Challenges:
This project was not like other projects, as there were multiple tasks to perform, but still, we didn’t face many significant issues, excluding just 1 or 2. However, there were various minor technical issues that our developers solved one by one. For instance, we tried to make the header sticky by using a particular code, but it looked terrible, so we solved this problem by creating a completely different code for a header, which was a combination of some HTML codes.
The next problem was with the Google conversion tracking as it was not firing; we won’t be able to see the conversion tag on the thank you page; the global site tag is showing when I use Tag Assistant, just not the conversion event snippet, we checked everything but still it was the same, so at last we followed the same process with a different browser and at that point it resolved.
There were also speed issues on their site that took us more than 1 week to resolve completely, for which there were many reasons, like uncompressed images, poor device responsiveness, JavaScript/CSS, which included space, comments, and block delimiters. We resolved all the issues which were creating an issue for good speed, and after going through multiple configuration settings, image compressions, optimization activities, and elimination of render-blocking JavaScript and CSS, the website was just taking 2-2.5 seconds to load.
Solutions:
We started by taking notes of all the requirements the Tools4Trade team has for their Shopify website, and after that, our Shopify developers prepared a strategy on how they proceed with this project to enhance their online presence and user experience.
Our journey commenced with a meticulous site audit, dissecting every aspect to identify areas for improvement, which included all account settings & configuration, product detail pages, cart and checkout, pagination, search filters, content, mobile friendliness, speed, navigation, other technical SEO aspects, and many more. Also, as we focused on optimizing performance, we diligently fine-tuned site speed, ensuring swift and seamless navigation for your customers.
Understanding the crucial role of intuitive navigation, we strategically revamped the header, enhancing its functionality for more leisurely exploration across your product offerings by inserting new buttons for new arrivals, hot deals, clearance, and warehouse deals, and also created a drop-down menu that displayed other various subcategories with having diverse product range.
Besides this, with the holiday season approaching, we dedicated efforts to craft a captivating new home page design explicitly tailored for Xmas and Black Friday, elevating their brand appeal during these peak shopping periods. To ensure that it goes entirely with the upcoming festive season, we kind of changed the colour theme and used stunning visuals and graphics, various compelling CTAs, and captivating banners for different sections.
Additionally, we implemented the Google Ads tracking conversion code, which was pivotal in tracking campaign success for lead generation and user interactions. Integrated WhatsApp functionality from Zokoomments, which was aimed to facilitate swift and direct customer communication, fostering a more engaging shopping experience.
Furthermore, we introduced a streamlined gift voucher functionality, empowering customers with the option to gift their exceptional products. The ‘Bought Together’ feature on the product page was seamlessly integrated to encourage complementary purchases, enhancing user engagement and potentially boosting sales. Plus, we meticulously addressed technical problems, such as rectifying Google feed errors and resolving the BOGO Script error.
Final Result:
In the pursuit of enhancing the customer experience and driving sales for Trade4Tools, our efforts of more than 2 months witnessed remarkable achievements for their brand. The implemented strategies resulted in an outstanding 51.86% surge in revenue gain, marking a substantial leap in the brand’s financial success. Moreover, there was an impressive spike of 78.71% of new users on the site.
Furthermore, the implemented measures led to a notable 51.59% increase in the transaction rate. The strategic focus on enhancing the customer journey and optimizing sales avenues has not only bolstered the overall revenue but also broadened the brand’s reach. As we analyzed and addressed the site for critical touchpoints within the customer journey, the brand has achieved substantial milestones. Tools4Trade owner was thankful to our developer, who revamped the site in such a manner that their customers love to stay and purchase from.
