metals4U Case Study

Business Overview

metals4U is a dedicated online metal, tools, and equipment supplier in the UK offering a wide spectrum of high-quality and specialist metal products to a broad range of end users such as individuals, companies, enthusiasts and more. With over 50,000 products and a significant number of regular, business, institutional and individual customers, metals4U custom cuts materials to size and delivers them, thereby saving customers’ time and money. metals4U is also favoured for their large stock of raw materials and top-notch customer service.

The Brief

metals4U had been looking to take the next step in their online and offline business model. The previous metals4U site had been built on bespoke technologies and had reached a point where a full rebuild or application either via a custom build or proprietary solution was being considered due to poor mobile responsiveness, lack of advanced payment and shipping options and scalability for inclusion of advanced filters and navigation capability. The key imperative was to update the site so that the user experience and the site’s search visibility could be enhanced and optimized leading to improved conversion and sales.

Solutions Overview

metals4U required a secure and feature-rich platform that could easily manage warehousing and shipping. We started our journey with metals4U by helping them migrate from their older platform to Magento 2. We improved the site’s navigation, integrated it with a wide range of external parties, and developed it employing a mobile-first approach. We preempted issues ahead of time and embedded solid QA and testing frameworks.

We created custom cutting options, complex shipping rules that gave clients efficient delivery costs, extensive filter functionality that improved user experience, reduced time to purchase, integration of advanced search, and optimizing for advanced tracking and SEO capabilities, all ensuring a clear and measurable ROI.

In addition, we also carried out an extensive exercise to remodel the site's mega menu by reducing the number of clicks that would allow a user to move 5 levels down into the site in just two clicks. This helped potential customers move to their required product more quickly. As a result, we have been the brand’s core technical partners for several years and counting.