Improved conversion rates on both desktop and mobile.

Improved conversion rates on both desktop and mobile.

We’ve partnered with OPC, supporting their eCommerce development, platform customisation, and seamless integration with their core business systems. As a specialist provider of power and control solutions, OPC required a scalable and flexible platform to manage a wide range of products, complex pricing tiers, and streamlined ordering processes. Using our LiveCube platform, we delivered a customised eCommerce solution integrated directly with their ERP and inventory management systems, automating order workflows and ensuring accurate, real-time product and stock information. This integration enhances operational efficiency and strengthens OPC’s commitment to delivering quality solutions with exceptional customer service. Their reputation as a trusted industry leader is supported by a robust digital infrastructure designed for long-term growth.

The Strategy

The previous OPC site had almost doubled in turnover over the past 5 years and averages 19% growth each year and the number of site visitors had grown by approximately 30% when comparing 2021 to 2022. Since launching the new site the overall conversion rate has increased from 4% to 16% with the desktop and mobile converting at roughly the same conversion rate. We are proud to have partnered with OPC since 2004 and during the last 5 years we have seen an average growth of 19% year on year.

The OPC upgrade moved the site from its previous development in LiveCube 3.6 to the newest version 4.6, which has several security and performance enhancements, a new admin interface and is developed in the latest Microsoft technology.

The clients wanted to create a differentiation between retail and wholesale customers with a focus on the wholesale customers as B2B comprised 91.42% of orders vs B2C at 8.58%, and a key objective was to increase mobile conversions from 1.8% to 4%, to improve overall conversion rate from 6.68% to 8% plus, and a redirection for retail customers to move to their sibling brand OAPL Shop.

As part of the upgrade process an interface improvement was required with a new design, look and feel was developed with our Design Partners KSD Design Studio, to be more visually impacting and tie in with the OPC marketing strategy. The new website had several additional features and requirements including intuitive navigation and search capabilities for ease of use, the ability to create multiple favourites, requirement to login to the website to view pricing, and a focus on optimisation for mobile users.

The Technology

Continuing the integration with Microsoft D365 Business Central (BC), the clients requested improved product information, videos and images, multiple product layout options for standard, compression, and speciality products. They needed the continued ability for wholesale customers to be able to view purchase history, current orders, pay accounts, view reorder forms, link to a quote and display their unique pricing. Invoicing requirements needed to be able to view and pay any outstanding invoices. In addition, product layout for compression needed to include product attribute dropdowns, and speciality products to allow space on pages to include product information, videos, specs, and more.

The Challenge

The overall useability and performance of the website needed improving and was not compatible with all internet browsers and not mobile friendly. Customisation was required to improve the search functionality and results, with considerable updates to search algorithms, design, tags, without spaces, incorrect spelling, priority results and categories.

The outdated platform created issues with an inability to use latest technology, plugins, and standards, and had several potential security issues. Automation was required for customer registrations online to improve process internally. A large part of the scope was the data and inventory migration requirements which needed to be seamlessly integrated and included customers, addresses, items, inventory, pricing, orders, invoices, quotes, back orders, account payments and more.

Additional Updates

Continuous small enhancements and conversion optimisation will continue to be updated throughout the rest of the year, including version updates and refinements. Further larger updates will be completed at a later stage to update the checkout functionality, with consideration to the special pricing function for large order wholesale customers.

The Feedback

“Just wanted to reach out and say a massive thank you to the dbg team for all of your hard work on the website. We are pretty stoked with the end result and can’t wait to keep improving it.”

Jordan, OPC Health