E-Commerce · Web & SEO

E-Commerce Platform
Rebuild

How we replaced a monolithic WooCommerce site with a headless Next.js storefront, driving 340% organic traffic growth and a conversion rate jump from 1.2% to 3.8%.

340%Organic Traffic Growth

3.8%Conversion Rate

0.9sPage Load (LCP)

$1.4MIncremental Revenue

Overview

Client Context

A B2B industrial supply company with a catalog of 15,000+ SKUs was running a heavily customized WooCommerce store on shared hosting. Page load times averaged 8.4 seconds, the mobile experience was essentially broken, and organic search traffic had declined 40% year-over-year as Google's Core Web Vitals updates increasingly penalized slow sites.

Despite a $120K annual ad spend, their conversion rate was stuck at 1.2% — less than half the industry average. Cart abandonment was at 78%, with most dropoffs occurring during the checkout flow where the page required 3 full reloads. The site's architecture made improvements nearly impossible: 47 active WordPress plugins created a dependency web that broke on every update.

The company's marketing team was producing excellent technical content, but none of it ranked. Competitive analysis showed their top 50 target keywords were dominated by competitors with faster, better-structured sites scoring 90+ on Google's PageSpeed Insights — while their own score averaged 22.

Next.js 14 React Server Components Vercel Edge Headless CMS Schema.org Markup Core Web Vitals Stripe API Algolia Search

The Challenge

A Storefront That Repelled Customers

The client knew they needed a new platform but feared losing the SEO equity they'd built over 7 years. Legacy URL structures, fragile redirects, and 200+ indexed product pages made migration a high-risk operation.

🐌 8.4-Second Load Time

Shared hosting, unoptimized images, and 47 WordPress plugins created a cascade of render-blocking requests. The Largest Contentful Paint was 8.4 seconds on mobile — Google's threshold is 2.5 seconds.

📉 Declining Organic Traffic

40% year-over-year decline in organic search traffic. Core Web Vitals failures meant Google was actively demoting the site. High-quality content couldn't rank against faster competitors.

🛒 78% Cart Abandonment

The 3-page checkout flow required full page reloads at each step. No guest checkout option. Payment processing took 12+ seconds. Mobile checkout was nearly unusable with misaligned form fields.

🔍 Zero Search Visibility

No structured data, no semantic HTML, no internal linking strategy. Product pages had duplicate meta descriptions, and the sitemap was stale by months. Google Search Console showed 1,400+ indexing errors.

The Solution

Headless Commerce Architecture

We designed a headless architecture that decouples the frontend experience from the commerce backend, enabling sub-second page loads, seamless checkout, and full technical SEO control.

01 — Next.js Storefront

Built a React Server Components-based storefront on Next.js 14. Static generation for product pages, dynamic rendering for personalized content. Deployed to Vercel's edge network for global sub-100ms TTFB.

02 — SEO Architecture

Implemented comprehensive Schema.org markup (Product, BreadcrumbList, Organization, FAQ). Built an automated internal linking engine, dynamic XML sitemaps, and canonical URL management. Preserved all legacy URLs with 301 redirects.

03 — One-Page Checkout

Replaced the 3-page checkout with a single-page, AJAX-powered flow. Integrated Stripe Elements for PCI-compliant inline payment. Added guest checkout, address autocomplete, and real-time shipping estimates.

04 — Instant Search

Integrated Algolia for instant search with typo tolerance, faceted filtering, and search analytics. 15,000+ SKUs are searchable in under 50ms with autocomplete suggestions appearing after 2 characters.

Technical Deep-Dive

Server Components & Dynamic SEO

React Server Components allow us to render product data on the server with zero JavaScript shipped to the client for static content. This dramatically reduces bundle size and creates perfect SEO-crawlable HTML.

app/products/[slug]/page.tsx

// React Server Component — Zero client JS import { Metadata } from 'next'; import { getProduct } from '@/lib/commerce'; export async function generateMetadata( { params }: Props ): Promise<Metadata> { const product = await getProduct(params.slug); return { title: `${product.name} | Industrial Supply`, description: product.seoDescription, openGraph: { images: [product.images[0]?.url], }, }; } export default async function ProductPage( { params }: Props ) { const product = await getProduct(params.slug); // Structured Data — auto-generated const jsonLd = { '@context': 'https://schema.org', '@type': 'Product', name: product.name, sku: product.sku, offers: { '@type': 'Offer', price: product.price, priceCurrency: 'USD', availability: product.inStock ? 'InStock' : 'OutOfStock', }, }; return ( <> <script type="application/ld+json" dangerouslySetInnerHTML= {{ __html: JSON.stringify(jsonLd) }} /> <ProductLayout product={product} /> </> ); }

Every product page is statically pre-rendered at build time with ISR (Incremental Static Regeneration) revalidating every 60 seconds. The result: sub-second page loads with always-fresh inventory data, and Google receives perfectly structured HTML on every crawl.

Results

Measurable Impact

The migration was completed in 12 weeks with a phased rollout. All 15,000+ product URLs were preserved with 301 redirects, and organic traffic began recovering within the first week of launch.

Metric	Before	After	Improvement
Organic Traffic	12K visits/mo	52.8K visits/mo	▲ 340% growth
Conversion Rate	1.2%	3.8%	▲ 217% increase
LCP (Mobile)	8.4 seconds	0.9 seconds	▲ 89% faster
PageSpeed Score	22/100	97/100	▲ 341% higher
Cart Abandonment	78%	34%	▲ 56% reduction
Indexed Pages	1,400 errors	0 errors	▲ 100% clean

Client Feedback

We spent years pouring money into ads because our website couldn't rank organically. Within two months of the new platform, we were on page one for our top 15 keywords. Our conversion rate tripled and we actually reduced our ad spend by 40% because organic traffic was delivering better-qualified leads. The site is so fast it feels like a native app.

Chief Marketing Officer

B2B Industrial Supply — 15,000+ SKUs

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