Global premium spirits company combining tradition, innovation, and sustainability to craft high-quality iconic products for markets worldwide.
Founded in 2001, Frontline Safety UK is a key player in the safety equipment and solutions industry, dedicated to protecting workers across various high-risk industries through high-quality products, comprehensive training, and expert consultancy services.
The Challenge
SixBySix have been key, long-term partners with Frontline Safety, having provided ongoing consultancy and development. This involved initially implementing an ecommerce store on Magento 1, with multiple custom requirements and integrations critical to business operations, and then migrating the site to Magento 2 / Adobe Commerce and continuing to play an integral role in driving growth.
As the business caters to B2B primarily, our development team has worked with the Frontline Safety team to ensure the buying experience for customers is similar to a B2C website with an intuitive user journey, online payment methods and helpdesk features on desktop and importantly on mobile.
Our Approach
Leveraging Adobe Commerce for Optimal Results:
We commenced with a comprehensive project to revamp Frontline Safety’s ecommerce platform, ensuring the native Adobe Commerce features were utilised to their fullest potential.
Our approach started with an in-depth discovery phase with Frontline Safety’s ecommerce team to understand their pain points and gather the below detailed requirements.
- Improve search to enable quick discovery of products and adding to cart
- B2B features to allow customers to place purchase orders and request cart quote
- Custom catalogue pricing by customer
- Advanced search with auto-suggest and dynamic filters
- Product configurators for products like Multi-gas detectors.
The Outcome.
Significant Improvements in Conversion and Revenue
Through the responsive, user-friendly platform and the enhancements implemented by our team, we have seen Frontline’s e-commerce conversion rate increase by 49.27% and their overall online revenue increase by 65.4% compared to the previous year.
Our partnership with Frontline Safety has transformed their ecommerce experience, making it more intuitive, responsive, and efficient. The continuous collaboration, ongoing technical support, and strategic SEO efforts have not only enhanced the user experience but also significantly boosted conversion rates and online revenue. This exemplifies how a tailored approach to website development can drive substantial business growth for B2B ecommerce platforms.
Key projects
Custom Development of Extensions
Through custom backend development we developed several custom extensions to enhance Adobe Commerce functionality, including features for RMA (Return Merchandise Authorisation) and quote building. The RMA feature allows customers to request returns directly from their account dashboard, providing clear instructions and options. This included creating custom forms and workflows using commerce APIs to handle RMA requests, trigger email notifications, and streamline processing.
Redesign and Migration of Blog
Our frontend and backend development team worked together to seamlessly redesign and migrate Frontline Safety’s blog from WordPress to Magento, focusing on maintaining SEO value and enhancing user engagement. We preserved SEO settings and URL structures with 301 redirects to maintain search engine rankings. Content migration was meticulously handled using a combination of automated tools and manual reviews, ensuring accuracy in transferring images and metadata. The new blog design was custom-built to align with their brand, featuring a responsive layout optimised for all devices.
GA4 Issues and Data Tracking
We resolved issues with Google Analytics 4 (GA4) that were causing inaccurate tracking of categories and purchase data. By ensuring reliable data analytics, we provided Frontline Safety with the insights necessary to refine their marketing and sales strategies effectively.
Advanced Search Implementation
Our advanced search implementation enhanced the user experience by incorporating features such as auto-show results and fuzzy search with synonym matching to improve search accuracy. We also added dynamic filters and faceted search options, allowing users to refine their search results based on product attributes and relevant CMS pages.
Brand Page Designs
We designed custom templates to give brand pages a clean, brochure-like appearance, featuring a grid layout for brand logos and dedicated sections for brand information and featured products. Each brand received a dedicated listing page optimised for performance and SEO, making it easier for customers to find and explore brand offerings.
SEO Friendly Catalog and Category Restructuring
To optimise the catalogue and improve navigation, we conducted workshops with Frontline Safety to understand their product range and customer needs. We reviewed existing categories and identified areas needing cleanup or restructuring. This restructuring made URLs more SEO-friendly and improved site crawling for search engine bots.
