Steel Builders

Shopify migration increases conversion rate by more than 15%

Solving dynamic pricing challenges and enabling their transition to Shopify, 4mation worked with Steel Builders to create an easy-to-use and intuitive e-Commerce website. Working hand-in-hand with their digital marketing agency, Yoghurt Digital, we delivered their e-commerce site on time, on budget and increased their conversion rate.

The story

The original Steel Builders website launched in 2015 on Magento, and while it was fit for purpose then, the company has evolved and grown to be NSW’s largest supplier of steel and building products.

Steel Builders wanted their website to reflect this growth with a more user-friendly design and a platform that was easy to manage for all internal teams. 4mation was selected as the partner because of our consultative approach and proof of concept.


The challenge

Steel Builders had a Magento e-commerce website, designed and built by a smaller agency. It was slow and difficult to navigate, and any changes they requested required custom development. The website was no longer fit for purpose, and the Shopify platform was chosen as a better fit.

Dynamic pricing and quote request form

Steel Builders have a lot of complicated products (such as custom structural steel items) that require a third-party tool to calculate prices based on factors such as the steel’s weight, length and finish.

We solved the dynamic pricing challenge using the same tool used in Magento. However, this added complexity to the migration because the tool behaved differently on Shopify, and there was no way of bulk exporting the formulas that determined the variables. To create a seamless checkout experience, we fixed the formulas for each variable for Shopify and tested them thoroughly before launch.

4mation also built a new quote request form for Steel Builders based on Yoghurt Digital’s design. We adapted the form builder plug-in (jotform) to fit within the design and workflows. It was a great example of working in partnership with Yoghurt Digital to achieve conversion growth for a mutual client.

Timeline and budget

We worked within Steel Builder’s strict timeframe and budget. Clear communication was essential to ensure all stakeholders were on the same page. We used Jira and project management tools, communicated in person and didn’t bamboozle them with technical jargon. We defined all deliverables and milestones up-front and assigned responsibilities using simple checklists.

The result

Getting ready for launch meant going above and beyond – we worked over the Easter public holiday alongside their digital marketing agency, Yoghurt Digital. One month post-launch, the Shopify migration helped increase the conversion rate by more than 15%. 

Based on the completed research and proof of concept, we achieved a great result within the budget and timeline. We continue to support Steel Builders post-migration with ad-hoc support and ongoing strategy sessions to help shape their tech future.

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