More than 100% increase in organic traffic thanks to website transformation

Flowstore are a materials handling solutions manufacturer. They design and build lean and ergonomic solutions that support the movement of goods and parts in manufacturing, automotive and e-commerce.

The Challenge

As a long-term customer of Simpala, Flowstore asked us to help with some pre-launch blockers for their B2B commerce project. The team engaged Simpala to redesign, rectify and deploy the final stage of this ambitious roll-out. The initial launch needed some refining and updating to support an enhanced customer experience for Flowstore.

• Integration with the on-premise ERP (Unleashed) was at risk due to a retiring managed package, threatening data sync stability.
• Broken functionality in key commerce areas:

• • • Charges and surcharges calculation
    • Self-registration, RFQ, and contact support
    • Cart-to-order process (Order Summary calculations)

• Internal restructuring required updates to record-level security, sharing rules and ownership automations in Salesforce.
• The customer-facing website didn’t align with Flowstore’s brand standards or deliver a consistent customer experience
• SEO performance had dropped sharply after launch, and missing product pages were preventing the site from ranking for core solutions

Our Solution

After a significant investment, we wanted to ensure Flowstore would get the most out of the platform. We broke the project down into two parts to tackle the technical updates and the customer-facing brand and content experience.

Back End & B2B Commerce:

• Extended the custom ERP integration to prevent data sync disruptions.
• Fixed and optimised all broken B2B Commerce functions.
• Updated record-level security and automations to match the client’s new internal hierarchy.

Web Design & SEO-First Content:

• Redesigned the user experience and refreshed the site design to reflect Flowstore’s brand.
• Conducted SEO keyword research and rewrote all on-site content for better search visibility.

Results

The complete redesign, technical updates and new content are proving to be effective. Results include:

• An online store that reflects Flowstore’s brand and its quality solutions
• Customer-first content and product information available for every solution
• Smooth customer experience with accurate pricing, orders, and customer workflows.
• Reliable, future-proof ERP integration.
• SEO visibility and traffic regained through optimised content and structure
  • 64% higher average click-through rate in organic search
  • 14.8-point improvement in search engine rankings
  • 101% increase in web page views