Introduction
This case study focuses on the theme migration of an eCommerce leading brand in the pet care market. With the pet care that is natural and of high quality as a mission, such a brand targets a small but expanding base of pet owners in search of useful home care products. The migration was intended to improve the performance of the site, user experience, and its scalability in future, according to growing demand. This case study analyses the factors that were taken into account while planning the migration, its difficulties, and its results, which were important for the further business development of the brand and the functionality and aesthetics of the digital store’s interface.
Challanges:
Poor Page Speed score, Cluttered Navigation, Limited theme customization options for Conversion Optimization, Layouts etc.
Analysis:
The theme migration assessment was qualitative because it enabled the team to pinpoint areas that needed quick wins as well as those with further development potential. To realize this, various methods were employed.
- User Behavior Monitoring: Tools such as Google analytics and MS Clarity were utilized to determine user touchpoints as well as areas of conflict within the current site, conversion, and interaction rates. Analyzing such data pointed to specific inefficiencies, for instance, high abandonment rates for particular pages, vertical abandonment during checkout, and lackluster portrayal of some calls to action.
- Accessibility Audit: An accessibility review was done to determine areas of non-compliance with ADA standards using tools like MS Accessibility Insights, NVDA screen reader and more. This included assessment of image alt text, color contrast ratios, keyboard operability and screen reader support highlighting features that could potentially disenfranchise disabled audience members.
- Performance Evaluation: Tests for loading time were carried out to determine how well the site was performing, page speed tests and on different devices were among the tools used. Results from both Page Speed Insights and GTmetrix were compared and the findings suggested that the existing template under study loads suffered from slow performance primarily because of massive images combined with too many third-party app dependencies.
- Conversion-Focused Feature Analysis: The current theme had limited upsell and cross-sell options so revenue growth was being hindered and additional apps were needed to complicate the user experience.
Solution:
Based on DENT’s analysis, below solutions were implemented
Theme Migration: DENT decided to change the site theme to a more advanced one (in the best sense of the word) which allows implementing further cross-selling and up-selling options to product and cart pages in one coherent user journey and helps grow revenue without the use of any additional apps.
Removal of unwanted Applications: Uninstalling superfluous third-party apps helped in decreasing the site’s clutter which in turn increased its loading speeds and decreased the number of interdependencies meaning that more of the native features of the new themes could be put into practice.
Enhancement of User Experience: With respect to the new theme, better focus was given to mobile optimization and ease of navigation with the introduction of a mega menu and sticky buttons to ‘Add to cart’ for better and faster shopping experience.
Enhancement of Accessibility: The new theme showed a clear understanding of ADA compliance as it has great contrast, operability by keyboard, and screen reader support to allow all users to participate equally.
Improving Performance: By effectively using new theme features to optimize image storage and scripts, DENT made further revision to loading speed enhancing quicker page load which almost instantly improves user experience.
Results:
- Improvement of Page Speed
Average page load time shrunk from 6 to around 3.6, thereby improving by 40%.
Desktop and Mobile Performance scores- GTmetrix ensured 30% better mobile page speed, whereas a 35% improvement was attained on Google PageSpeed Insights pertaining to mobile page speed performance.
- Conversion rate
All these features including targeted upsell and cross-sell opportunities within the theme, streamlined navigation, and an efficient checkout process that eliminated the need for third-party apps helped increase the conversion rate by 20%.
- Cart Abandonment Rate
The cart abandonment rate decreased by 18% when the cart area was enhanced with features like a sticky “Add to Cart” bar and delivery time estimation.
- Improved Accessibility
100% adherence to ADA guidelines was attained, ensuring that the website is completely compatible with screen readers and enhancing accessibility for
- Revenue Growth:
Average Order Value (AOV): Increased by 12%, attributed to effective cross-sell and upsell strategies that integrated smoothly with the new theme, enhancing product discovery and customer spend per visit.
By adopting DENT’s carefully executed theme migration and performance optimizations, this pet care brand has not only improved website performance but also strengthened its foundation for long-term growth, scalability, and a better user experience.
