project: Express Electrical

The Challenge

Express Electrical already had an established ecommerce business, but its existing OpenCart website was causing problems at one of the most important points in the buying process.

Payment failures during checkout meant some customers couldn’t complete their orders online. The Express Electrical team then had to contact them and take payment over the phone, creating extra work internally and making the buying process harder than it needed to be.

The website also needed more functionality to support the way Express Electrical sells online, particularly for trade customers and people returning to place another order.

Our Solution

We redesigned the Express Electrical website in Figma before developing the new ecommerce site on WordPress and WooCommerce.

Moving away from OpenCart gave us the opportunity to improve the checkout and build more of the website around how Express Electrical and its customers actually use it.

The project included:

• Website redesign in Figma
• OpenCart to WooCommerce migration
• Responsive ecommerce development
• Trade account applications
• Bulk discounts and trade pricing
• Repeat ordering for returning customers
• Custom iconography and branded design elements
• Promotional banner design
• Upsell and cross-sell functionality
• Product brochure downloads
• Newsletter signup integration
• Store locator functionality
• Improved checkout and payment process

Alongside the website project, our PPC team continued managing Google Ads, bringing the new ecommerce site and paid search activity together as part of the wider work with Express Electrical.

The Results

Following the move to WooCommerce, Express Electrical recorded strong year-on-year ecommerce growth. Online revenue increased by 49%, orders increased by 55% and the number of products sold increased by 38%.

Google Ads also went on to record its best month in January 2026. A click spend of £5,997.40 generated 636 sales and £128,240.61 in revenue, giving the campaign a 21.38 ROAS.

The Website

The new website needed to improve the buying experience while making more sense for the way Express Electrical operates behind the scenes.

We designed the ecommerce experience around its large product range and the needs of trade and everyday customers. Trade account applications, pricing functionality and repeat ordering were built into the site, while the checkout was improved to address the payment problems customers had experienced on the previous platform.

The result is a WooCommerce website that gives customers a clearer way to shop and gives Express Electrical a better platform for running the ecommerce side of the business.

Client review