Migrating from DynamicWeb to Shopify: How Filterhuset Got Everything They Dreamed Of

After a successful Black November 2022 and a series of Gazelle Awards behind them, Filterhuset's management team stood in January 2023 with the results of an extensive S.W.O.T analysis, which clearly revealed that very little was as they wanted it to be.

At this point, Filterhuset had changed platforms 3 times in just 7 years. Each time, the result did not live up to what they had been promised.

Filterhuset desired a more flexible webshop, a seamless customer journey, and far better utilization of customer data and purchase history.

With Shopify, Filterhuset has finally acquired a future-proof webshop, complete with integration to Business Central and synchronization of products and content for 2 expansion shops for the Swedish and Norwegian markets. Simultaneously, both their customer service and email marketing setup received a fresh boost; Dixa was replaced with Gorgias and HeyLoyalty was swapped out for Klaviyo.

"I just ran around the house four times – I can't contain myself! We are 20% over our 2022 numbers. It's incredible how we're converting!"

– Henrik Friis, CEO, Filterhuset. (7 weeks after launch)

There's nothing glamorous about buying filters. The team at Filterhuset is well aware of this. That's why finding and receiving the right filter should be as easy as possible for the customer. A filter needs to be replaced every 3 to 6 months, which is precisely why the purchase journey is so important. The easier it is for the customer, the higher the conversion.

Optimizing the user journey had to be done without losing recognition, so we ensured customers wouldn't get confused. Additionally, significant SEO work had been done on the previous site, which also needed consideration. Based on that, together we identified the key focus areas:

• Improved product filtering with search by dimensions
• Optimized product page with filter type comparison
• Easier reordering via customer login and email campaigns

New Custom Filter System Reduces Customer Service Inquiries by 50%

In Filterhuset's previous webshop, customers could search for the right filter based on system model and brand. However, new customers were often unsure and frequently contacted customer service, which spent a lot of time providing guidance.

Since Filterhuset had measurements for all of their products, we were able to expand the functionality with a custom-developed filtering system, allowing customers to search by dimensions +/- 10 mm.

This solution, along with an optimized product page and better information on delivery times, has yielded results: Customer service reports a 30% reduction in phone inquiries and a 50% reduction in email inquiries.

We added a clear overview of alternative filter types and their characteristics on the product page. This makes choosing a filter both easier and faster for the customer. The customer doesn’t need to leave the product page to find crucial information but can make their decision on the product page and proceed directly to checkout.

Besides the comparison table with its many fine details, the entire product page received a refinement focused on making it easy for the customer to find information about filter replacement—naturally tailored to the installation the customer has in their home.

Conversion Rate Increased by 30%

Since 80% of Filterhuset's sales come from reorders, it's crucial that returning customers feel welcome and can easily find what they ordered last time.

With the import of 5 years of purchase history and Shopify's customer accounts, Filterhuset can now offer its customers the ability to log into their account using their email and a dynamic code (there's no need to ask the customer to remember a username and password). On the account page, the customer can view previous orders and click “reorder”. All unnecessary clicks are eliminated.

The general market slowdown was also felt by Filterhuset in 2023. They were under budget until they went live with their new webshop. The easy login solution and other optimizations provided immediate results. The conversion rate increased by over 30%*.

*Measured against the same period the previous year.