Hale Pet Door
Hale Pet Door: E-Commerce Redesign & Rails to WordPress Migration
E-commerce redesign and replatforming from Ruby on Rails to WordPress, delivering a 45% desktop speed increase, 169% mobile speed increase, and 49% more page views.
Overview
Hale Pet Door, a family-owned brand manufacturing durable, energy-efficient pet doors for over 30 years, needed to modernize their e-commerce platform by migrating from Ruby on Rails to WordPress with WooCommerce.
Challenge
The existing Ruby on Rails e-commerce site was difficult to maintain, expensive to update, and lacked the flexibility needed for modern merchandising. Hale Pet Door needed a platform that their team could manage independently while providing a best-in-class shopping experience.
Approach
Fruition conducted a full discovery process that included improved information architecture, competitor analysis, heatmaps, user interviews, and surveys. The team designed and built a custom WordPress site with improved visuals and a better checkout experience over a 6-month timeline.
Results
The redesigned site delivered a 45% increase in desktop site speed, a 169% increase in mobile site speed, and a 49% increase in page views. An improved UX led to a consistent increase in sales, and the aesthetic improvements positively impacted how visitors perceive the brand — reflecting the professional, upscale quality that Hale Pet Door is known for.
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