Migrering fra DynamicWeb til Shopify: Sådan fik Filterhuset alt hvad de drømte om
CASE: Filterhuset

Migration from DynamicWeb to Shopify: How Filterhuset Achieved Everything They Dreamed Of

"DTAILS has realized our vision of a seamless, flexible, and customer-oriented e-commerce platform. Our conversion rate is skyrocketing."

– Henrik Friis, CEO, Filterhuset.

After a successful Black November 2022 and a series of Gazelle awards behind them, Filterhuset's management team found themselves 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 switched platforms 3 times in just 7 years. Each time with a result that did not live up to what they had been promised.

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

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

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

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

Who is

Filterhuset

Filterhuset, a part of Danfilter A/S, is a leading supplier of all types of filters for ventilation systems. The company is passionate about good indoor climate and works purposefully and innovatively to create sustainable products that make clean air a given.

Filterhuset.dk

Goal: The shortest route from need to filter change

There’s nothing glamorous about buying filters. Filterhuset knows this all too well. Therefore, it should be as easy as possible for the customer to find – and receive – the right filter. A filter needs to be changed every 3 to 6 months, which makes the purchasing journey vital. The easier it is for the customer, the higher the conversion.

Optimizing the user journey needed to happen without losing familiarity, ensuring that customers weren't confused. A significant SEO effort had been made on the previous site, which also needed to be considered. Based on that foundation, we identified the key focus points together:

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

New Custom Filtering Reduced Customer Service Inquiries by 50%

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

Since Filterhuset had measurements for all their products, we expanded the feature with a custom-developed filtering, allowing customers to search by dimensions +/- 10 mm.

A solution that, along with an optimized product page and better delivery time information, has paid off: Customer service reports that phone inquiries have dropped by 30% and email inquiries by 50%.

Specially developed app made complex volume discount possible

Price is an important factor when shopping for filters, and customers are happy to buy in bulk if it proves economical. On the product page, there's space allocated to display a volume discount table, which calculates the percentage savings and provides customers with a comprehensive overview.

To meet Filterhuset's needs, where both unit quantity and discount rates can be tailored for each product, and combined with additional discounts based on cart size, we developed an app that addresses the task and is easy to use in daily operations. With a simple CSV file, where data lands in a metafield, prices can be updated in no time.

Another app from DTAILS monitors profit margins. If there's an order with a profit below the minimum threshold, the app sends an email to Filterhuset, allowing them to make quick adjustments.

35% fewer returns due to easily accessible information on the product page

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.

Customized Feature: Campaign emails with direct link for reordering

Filterhuset's marketing team wanted the ability to send campaign emails with general offers on the webshop, while also showing each recipient exactly which product or products they last purchased, along with the latest offer prices on these.

In Klaviyo, we therefore created a dynamic product block, where product data is fetched via API from the customer's latest order. The result is relevant and personally tailored content, which increases click and conversion rates.

In Klaviyo, Filterhuset also gained the ability to automatically send a friendly reminder to customers when it’s time to replace their filter.

Discover more about Filterhuset's solution.

Filterhuset has established 3 independent shops, each with their own Klaviyo account, for each market: Denmark, Sweden, and Norway. This solution was chosen to handle different legal entities, local payment methods, and to avoid unnecessary conversion fees in Shopify.

All products are initiated in Business Central, but the majority of product enrichment occurs in Shopify. With over 300 collections, a good data structure is key to ensuring everything lands exactly where it belongs. From the Master shop, synchronization occurs to the 2 expansion shops, allowing the team at Filterhuset to focus on what they do best instead of repetitive tasks. The synchronization itself is handled with a DTAILS specially developed app. Translation is conducted in Shopify’s own Translate & Adapt app.

When Shopify Markets is mature enough to meet Filterhuset's needs, we can quickly consolidate everything into one shop with 3 language layers. All customer service is managed in Gorgias, regardless of which shop or channel the inquiry comes from, making daily operations much more efficient.

Midway through the project, Shopify announced metaobjects. A product innovation that arrived at just the right moment. Metaobjects ensure we deliver a 100% on-brand layout. Each collection, product page, and several content pages use clear rules we've established, making it easy for Filterhuset to maintain and update across the board.

Small tweaks in the code have elevated the level even further. To mention a few:

  • Filter type icons are inserted in the comparison table on the product page with the option to open an overlay for more information.
  • Content sections are shown or hidden depending on whether there is content to display or not.
  • Content from navigation can be pulled into pages, where links to collections are automatically created.

On the product page, the delivery time is automatically displayed for each product. This information is carried forward into the checkout and the order confirmation. If an order contains products with different delivery times, the order confirmation will automatically update to inform the customer that the order will be delivered together, and the delivery time will follow the item with the longest delivery time.

The migration project has been successfully completed, but the collaboration continues. Filterhuset has secured a DTAILS Care agreement, focusing on optimizing cross-selling, up-selling, conversion rate, cart size, and much more.

A subscription solution is in the works and a B2B webshop is also on the horizon. We’re excited!

"DTAILS has been magical. We've not only had a project manager for our case – it felt like gaining an extra team member. This has made a huge difference."

– Henrik Friis, CEO, Filterhuset.