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E-Commerce case study, 2023 to 2024

Grew RAFZ conversions 28% with a rebuild that loads in 2 seconds.

A Swedish eco-friendly furniture brand had a site weighed down by plugins that took over 15 seconds to load. We replaced it with a light, custom rebuild. Conversions rose 28%, server requests fell 82% and the store now links to place2place through an API.

Web Development WooCommerce Development API Integration Speed Optimization
Homepage of RAFZ Cirkulära Interiörer, a Ecommerce · Sustainable Furniture · Sweden business, shown in a browser window
RAFZ.SE
+28%
CONVERSION RATE

Conversion rate rose 28% after the rebuild and speed work.

2s
PAGE LOAD

Full page load time dropped from over 15 seconds to just 2 seconds.

-82%
SERVER REQUESTS

Server requests fell 82%, so the site runs leaner.

Headline result · +28% conversions, 2s load Reporting cadence · monthly

CLIENT SNAPSHOT

Profile Sustainability brand
Sector Sustainable furniture · circular economy
HQ Sweden
Recognition Eco-conscious furniture leader
Engagement Web rebuild partner
Timeline 2023 / 2024
Platform WordPress and WooCommerce

The brief

A Swedish brand that sells eco-friendly, affordable furniture to businesses and people, so they can buy, sell or make better use of space with good used pieces.

RAFZ Cirkulära Interiörer is a Swedish brand. It sells eco-friendly, affordable furniture to businesses and people. It mixes logistics, design and eco-friendly practices. Clients can buy, sell or make better use of their space with good used pieces.

RAFZ reuses and repaints furniture to create modern, eco-friendly workplaces.

The problem

A site heavy with plugins, load times over 15 seconds, abandoned carts and no API links.

RAFZ had an outdated site packed with plugins that took 15+ seconds to load. Customers left, and many abandoned their carts.

The products were eco-friendly, but a slow site and downtime hurt trust.

The site did a poor job of showing the products.

A weak homepage did not draw shoppers in. With no place2place API link, reach was limited.

What we did

A light custom theme, a faster WooCommerce store and API links.

Speed came first, then features that fit a circular furniture business.

We rebuilt the website from the ground up and moved the original design into a lean, light theme. Plugins the site did not need gave way to tight custom code for WooCommerce. A custom repaint feature fits the brand's green mission, and the new homepage is made for browsing products. We also linked the store to place2place through an API, so listings post on their own.

RESULTS, CHARTED BEFORE AND AFTER
CONVERSION RATE +28%
Before
After
2s PAGE LOAD Full page load time dropped from over 15 seconds to just 2 seconds.
SERVER REQUESTS -82%
Before
After

BARS SHARE ONE SCALE PER CHART. BEFORE IS THE STARTING POINT.

Light custom theme

Lean code in place of plugin bloat.

WooCommerce tuning

Custom code instead of leaning on plugins.

place2place API link

Products list on other platforms on their own.

Custom repaint feature

Fits the brand's green mission.

Homepage built around products

Shopping that starts with browsing.

FREE · WRITTEN IN 24 HOURS · NO PITCH

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WRITTEN IN 24 HOURS · 10,000+ SITES RUN · 300+ CLIENTS SINCE 2021