Enhancing ATGBICS's website with Shopify 2.0, improved SEO and optimised UX

Project Background

We've worked with ATGBICS for a number of years now. They are a leading supplier of networking components worldwide and approached us with a significant challenge: their existing Shopify website, hosting approximately 7500 products, was difficult for customers to navigate and looked rather dated. Product descriptions often included HTML tables that did not format well on web pages, leading to a poor user experience. Additionally, the site required substantial SEO improvements to leverage their niche market effectively.

Objectives

1. Upgrade to Shopify 2: Transition the existing Shopify theme to utilise the latest Shopify 2.0 advancements for improved performance, capabilities and improved user experience.
2. Implement Advanced Filtering: Utilise Shopify's metafields to create an advanced filtering system, making it easier for users to find specific products.
3. Improve Product Data Management: With a further 10,000+ new products planned to be added, create a streamline product management solution using Matrixify.
4. Enhance SEO: Develop and implement a robust SEO strategy to maintain the already impressive search optimisations. It was imperative to retain the same URL structure for the products and core collections and pages.
5. Increase Sales: Improve the overall user experience to increase conversions and drive sales.

Challenges

• Complex Navigation: The large number of products made it difficult for users to find what they needed.
• Formatting Issues: HTML tables in product descriptions were not displaying correctly resulting in a poor user experience and not optimal SEO.
• SEO Optimisation: Required a focused strategy to maintain and improve the current top-ranking for specific part codes.
• Client Resource Availability: Work with and support the client's internal resource availability.
• Platform: Due to the nature of the extensive product and collection edits required, we staged the new website on a new Shopify store and migrated across to this so that the live site was never impacted.

Solutions

1. Shopify 2 Upgrade

We transitioned ATGBICS's website to a Shopify 2.0 theme which we enhanced with bespoke sections to cater for specific requirements, providing a more robust and flexible platform. This upgrade facilitated the integration of advanced features and improved overall site performance.

2. Advanced Filtering with Metafields

To tackle the navigation issue, we implemented advanced filtering using Shopify's metafields. This allows customers to easily filter products based on specific attributes, significantly enhancing the user experience.

3. Product Data Management

Throughout the project we collaborated closely with ATGBICS to manipulate and streamline product data. Utilising Matrixify, we performed bulk edits and imports, ensuring all product information was accurate and well-formatted. This process involved extensive spreadsheet work to correct and optimise data while at all times making sure URLs indexed by search engines remained identical.

4. SEO Strategy

Given the niche nature of ATGBICS's products, a significant portion of search traffic comes from targeted search terms for specific part codes. Thousands of products rank very high (position 1 to 3), and it is crucial to maintain these rankings. We ensured that all technical and on-page SEO best practices were followed, and to date, search performance has remained strong in Google Search Console.

5. Sales Improvement

With the enhanced user experience and improved SEO, ATGBICS has already seen an increase in sales. The advanced filtering system and well-formatted product descriptions have made it easier for customers to find and purchase products. Added to that the new B2B function to encourage volume sales worldwide has proven a successful venture.

Results

• Improved Navigation: Customers can now easily find products using the advanced filtering system.
• Better Product Display: Completely reworked the specification tables to remove the basic HTML table formatting, and utilising a fully responsive grid pulling data dynamically from metafields.
• Top Google Rankings: ATGBICS ranks number one on Google for many specific part codes.
• Increased Sales: Initial sales have improved, with a positive trend continuing as we implement ongoing SEO strategies.

Ongoing and Future Plans

Our collaboration with ATGBICS is ongoing, with planned stages for continuous improvement. We are dedicated to refining their SEO strategy and enhancing the website's functionality to ensure sustained growth and success.

Conclusion

This project demonstrates the transformative impact of upgrading to Shopify 2 and implementing advanced filtering on a large-scale e-commerce site. By improving navigation, product display, and SEO, we have significantly enhanced ATGBICS's online presence and sales performance.

For more information about our services and how we can help your business grow, contact us today.

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