Flexible Roofing Supplies

Following the succesful completion of a new Shopify website for Aqualiners Direct, the client came to us to discuss a similar migration of the FRS Magento website to Shopify. While the design and user experience of the Magento website were good, the ongoing maintenance requirements for the Magento website were proving hard to justify, and reducing the amount of time/funding available for website optimisation.

The brief was relatively simple - deliver a Shopify website for Flexible Roofing Supplies that echoed the design of the recently launched Aqualiners Direct website, albeit showcasing a slightly different range of products, and with a focus on the trade sector.

Behind the scenes, there were a few specific requirements for this website:

• A discounted pricing schedule for particular customer groups;
• Some products needed to be priced per square metre; and
• We needed to rebuild the custom-built Roofing Calculator tool.

Part of the brief for this project was to echo the design of the Aqualiners Direct Shopify site, so we were able to reduce the overall project budget by replicating that theme as a starting point. The majority of content types within the website borrow the same layout, with adjustments to brand colours to account for the Flexible Roofing Supplies-specific brand requirements.

The Info & Guides section of the website was a departure from the base theme, and as these resources are a popular traffic-driver on the website, the layout and accessibility of this section of the site was critical.

The Roofing Calculator migration proved to be the most complex element of the build. The tool allows visitors to enter the specifications of their roofing project, and depending on their choices at various stages of the user journey, they are presented with a quote that includes all the products they might require for the project. Those products can then be added directly to the customer's shopping cart for seamless checkout. The client took the opportunity to make some changes to the options available within the calculator in order to enhance its functionality further.

The new website was launched at the start of October 2024 and has immediately offered a significant improvement in user experience. With a design that complements its sister business, our client is now in a stronger position to dominate the EPDM market.

Time will tell what impact the migration has on key website performance metrics. The Clear Digital Marketing team are now in a position to drive traffic to the website knowing that the on-site user journey is strong, with conversion rate potential optimised, ready for that increased traffic volume.