- +42%Checkout conversion
- 0.9sLargest contentful paint
- -61%Support tickets on ordering
The challenge
Northwind sold to trade buyers who ordered the same forty products every fortnight, but the storefront treated every visit like a first-time browse. Search took eight seconds on a large catalogue, saved carts expired nightly, and a third of orders were being phoned through to a sales rep instead.
What we did
- 01
Ran a week of session recordings and rep interviews to find where orders actually broke down, rather than guessing from analytics alone.
- 02
Rebuilt the catalogue on server components with a dedicated search index, taking query time from eight seconds to under two hundred milliseconds.
- 03
Introduced persistent order templates so a fortnightly restock became three clicks from the account dashboard.
- 04
Moved checkout to a single page with saved payment terms, and added a CSV bulk-upload path for the largest accounts.
The outcome
Checkout conversion rose 42% in the first quarter after launch. Phone orders fell by more than half, freeing two sales reps to work on new accounts instead of transcribing repeat ones.
“They spent the first week understanding how our customers order before writing a line of code. That is why it worked.”