From Slow to Sleek: A UI-Focused eCommerce Redesign

What happens when a leader in connectivity solutions faces lagging site performance, mobile usability issues, and declining SEO rankings? Cable Leader, a well-known name in networking, computer, and audio/video cables, took on the challenge of transforming their online store into a high-performing eCommerce platform.

About the client

Cable Leader is a California-based distributor and wholesaler of cables and accessories for networking, computing, and audio/video systems.

Known for their large inventory (3,5k+ products in their catalog) and competitive pricing, Cable Leader offers a wide range of products from standard PC and network cables to high-end HDMI and audio/video connectivity solutions. Their mission is to deliver quality, reliability and affordability, making them a trusted name among professionals and enthusiasts.

Business needs and goals

Despite excellent customer reviews, Cable Leader had some pressing issues with their online store. Slow-loading pages, poor mobile usability, and SEO struggles were killing their site’s performance, directly impacting bounce rates, conversions, and brand credibility. Their platform’s bugs and suboptimal user experience risked undermining the trust they had built with customers.

Cable Leader had the following goals for their eCommerce transformation:

• Improve overall website performance with faster loading times and enhanced responsiveness, especially on mobile devices
• Increase visibility on search engines and attract more organic traffic
• Reduce bounce rates, increase engagement and conversions
• Add new features like configurable products and streamlined cart and checkout flows
• Enable a page builder for CMS pages for easier content updates
• Create a fresh, modern site design and update to the latest Magento version.

Approach and solutions

To achieve these goals, we started with a thorough analysis of Cable Leader’s existing platform, followed by a full Magento 2 migration with the Hyvä theme.

The project workflow was separated into design and development phases to allow parallel progress without delays. Developers, designers, QA, and growth experts worked together with experienced project and delivery managers to ensure everything stayed on track and within budget.

A significant gap between Magento versions added complexity to the data migration process and required careful planning to ensure data integrity and compatibility. Furthermore, fixing the site’s performance was critical as it was impacting SEO, user experience, and conversions.

Migration to Hyvä theme for improved performance and SEO

We upgraded the site from the Rubix theme to the Hyvä theme to tackle performance and SEO challenges head-on. Hyvä’s lightweight, efficient architecture cut page load times dramatically, making browsing smooth and seamless. Its SEO-friendly design made it easier to optimize the site for search engines, boosting rankings and organic visibility.

Discover how Hyvä has improved site performance and user experience for other businesses across various industries.

Also read: How scandiweb Migrates from a Legacy eCommerce Platform to Magento.

Careful data migration

We carefully migrated all of Cable Leader’s data—including products, customers, orders, and CMS pages—from the old Magento 2 system into a clean database. We ensured everything was transferred smoothly, with no disruptions to operations or customer access to the catalog. The seamless migration preserved data integrity and set the stage for improved performance and scalability.

Styled & customized pages based on Hyvä theme templates

Our design team tailored the Hyvä theme templates to reflect Cable Leader’s brand and meet user needs. We gave product listings, the checkout process, and CMS blocks a modern, cohesive look, creating a professional and engaging shopping experience.

Enhanced UX/UI design for increased engagement and conversions

We redesigned the site with users in mind. Clear navigation, intuitive product displays, and a user-friendly interface make it easy to browse the catalog, which in turn boost engagement and encourage conversions.

Custom features, extensions, and integrations

We retained key integrations like ShipStation, Avalara, and Yotpo, while adding custom features like configurable products and a streamlined single-step checkout, simplifying the shopping experience and enhancing functionality to support customer needs.

Optimized mobile experience for accessibility and usability

The mobile UI got a complete overhaul, delivering a clear, intuitive experience on every device. With mobile eCommerce continuing to grow, the new update not only ensures smoother browsing, but promotes higher engagement and mobile sales.

Analytics setup for enhanced tracking and insights

To fix critical tracking issues, we set up a fresh analytics system tailored to the Hyvä theme. Google Analytics 4, which had stopped collecting data, was restored immediately after launch, resuming traffic and sales tracking. We also created a new Google Tag Manager container, updated old tags for compatibility, and added tracking for key actions like product views and add-to-cart events to get valuable insights for marketing.

Results

The Cable Leader project was launched ahead of schedule in just four months and exceeded the client’s expectations. The redesigned website now features a modern, user-friendly design that makes browsing the catalog easier and more engaging. A fully revamped mobile UI delivers a clear, intuitive experience, boosting customer satisfaction and interaction.

Switching to Magento 2 with the Hyvä theme dramatically improved site performance, speeding up load times and creating a smoother browsing experience. This has a direct impact on user experience and SEO, driving more organic traffic and making products easier to find for both customers and search engines.

A new analytics system restored reliable data tracking, including key customer actions like product views and add-to-cart events. Having a robust data tracking solution allows Cable Leader to fine-tune their marketing strategies and better understand customer behavior.

Because of the Magento 2 architecture, the platform is now designed for flexibility and scalability, making it easy to implement updates, add new features, and optimize performance as the business evolves.

Curious how your platform can be transformed to achieve its full potential? From boosting SEO and site performance to creating modern, user-friendly designs, scandiweb has the expertise to drive your growth. Contact us today for a free consultation where we’ll discuss your options!

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