Migration 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, the management team of Filterhuset found themselves in January 2023 with the results of a comprehensive S.W.O.T analysis, which clearly revealed that very little was as they wished.

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

Filterhuset wished for a more flexible webshop, a seamless customer journey, and far 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 2 expansion shops for the Swedish and Norwegian markets respectively. At the same time, both their customer service and email marketing setup received a fresh breath; Dixa was replaced with Gorgias and HeyLoyalty was discarded in favor of Klaviyo.

"I just ran around the house 4 times – I can’t contain myself! We are 20% over our 2022 figures. It's wild how we are converting!"

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

There is nothing sexy about buying filters. The people at Filterhuset are well aware of this. Therefore, it should be as easy as possible for the customer to find – and have delivered – the right filter. A filter should be replaced every 3 to 6 months, which is why the purchase journey is so important. The easier for the customer, the higher the conversion.

Optimizing the user journey had to be done without losing recognizability, so we ensured that customers would not be confused. There was also significant SEO work done on the previous site, which likewise needed to be considered. On this basis, we jointly identified the most important focus points:

• Improved product filtering with dimension-based search
• Optimized product page with filter type comparison
• Easier reordering via customer login and email campaigns

New specially developed filtering has reduced customer service inquiries by 50%

In Filterhuset’s previous shop, customers could search for the right filter based on plant model and brand. However, new customers were often in doubt and would easily contact customer service, which spent a lot of time providing guidance.

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

A solution that, together with an optimized product page and better information about delivery times, has reaped benefits: Customer service reports back that phone contact has dropped by 30% and email inquiries by 50%.

We added a clear overview of alternative filter types and their features on the product page. This makes selecting a filter both easier and quicker for the customer. The customer does not need to leave the product page to find crucial information, but can make their decision on the product page and proceed directly to checkout.

In addition to the comparison table with its many small refinements, the entire product page received a polish focusing on making it easy for the customer to find information about changing the filter – naturally tailored to the system the customer has in their home.

Conversion Rate Increased by 30%

As 80% of Filterhuset's sales come from reorders, it is 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 with 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 have been 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 yielded results immediately. The conversion rate increased by over 30%*.

*Measured against the same period the previous year.