Flexico, a key player in the design of packaging and solutions, leverages its 80 years of expertise to provide high-quality products, meticulously manufactured in its four European factories. With a strong reputation among industry professionals, Flexico has become a trusted partner for companies looking for top-tier packaging solutions.

Since 2020, we’ve proudly supported Flexico in its digital transformation. This journey began with an SEO audit and optimization, followed by SEA campaign management, a complete site redesign, and more recently, the conversion of their website into a robust e-commerce platform that streamlines the ordering process and enhances the user experience.

Our collaboration with Flexico, led by our agency Ylly, aims to modernize the company’s image while staying true to its identity, boosting its commercial efficiency, and addressing the specific challenges of its industry.

Context and Challenge:

Historically, Flexico relied on catalogs and remote sales to grow its business. However, with changing customer expectations and the rise of digitalization, modernizing their online presence became essential. We initially implemented a lead generation strategy focused on SEA and SEO to help Flexico attract new prospects and improve its search engine ranking.

In 2023, they took their digital transformation a step further by turning their website into a fully functional e-commerce platform, while maintaining the visual identity and core values that have built their reputation.

Key priorities for this evolution included:

• Preserving the graphic and functional essence of the existing site.
• Continuing to support the sales teams with a strong lead generation strategy.
• Designing an engaging sales funnel to maximize conversions.
• Simplifying order management, including multiple delivery addresses and optimized shipping options.
• Implementing a dynamic pricing system based on quantities, product dimensions, customer types, and the user’s country.

The goal was to create a seamless, intuitive online shopping experience while ensuring that the site remained a powerful tool for lead generation and featured smooth integration with Flexico’s accounting systems.

Our response:

Since Flexico’s website was already built on WordPress, WooCommerce was the natural choice for their e-commerce transformation. As a leading and reliable solution for WordPress sites, WooCommerce offers great flexibility and customization while integrating smoothly with the existing infrastructure.

This allowed us to leverage the current architecture while adding the essential features Flexico needed for its e-commerce transition.

We’ve also previously detailed the advantages of WooCommerce in a blog post you can check out here.

Project Development:

With a particularly demanding design phase where we deployed our complete UX/UI methodology, the project unfolded across four key stages:

• Design and UX/UI Strategy: We started with an in-depth competitive analysis to design an effective sales funnel tailored to the unique needs of Flexico’s product catalog. Working closely with Flexico’s multidisciplinary team, we held workshops to define key personas (new customers, resellers, regular customers) to personalize the site for each segment’s specific needs. These efforts led to the creation of wireframes and graphic mockups, optimized for smooth navigation and delivering an experience aligned with the brand’s visual identity.
• Technical and Functional Scoping: To ensure the success of this ambitious project, we defined a clear technical and functional framework. This involved mapping out the site’s architecture and detailing the new core functionalities, such as order management, dynamic pricing, accounting integration, and user account management. This structured approach allowed us to organize the development into distinct modules, each addressing specific needs while ensuring coherence and alignment with Flexico’s strategic goals. We also ensured that all technical requirements, particularly WooCommerce compatibility, were met to guarantee optimal performance and scalability.
• Tracking Plan Definition and HubSpot Integration: To maximize e-commerce performance and give Flexico full visibility over user activity, we developed a detailed tracking plan. This enabled us to monitor visitor behavior throughout their shopping journey, from landing on the site to order completion. Additionally, we optimized HubSpot integration to centralize customer data and automate marketing efforts. This integration allows Flexico to better understand interactions with prospects and customers, measure campaign effectiveness in real-time, and manage leads and sales opportunities more efficiently.
• Development and QA: The development phase involved fully customizing WooCommerce to meet Flexico’s unique requirements, including tailored product management, dynamic pricing, and other specific functionalities. Rigorous testing was conducted to ensure the site’s stability and smooth functionality, ensuring a seamless launch and user experience.

Impact and Feedback:

Our longstanding partnership with Flexico allowed us to approach this project with confidence and efficiency. Through a methodical approach and proven tools, we delivered a high-performing, intuitive site that met Flexico’s high expectations.

The new e-commerce platform has already shown promising results, with increased online orders and an improved user experience. Flexico now benefits from a website that reflects its industrial excellence while meeting the modern needs of its customers in online shopping.

Ready to take your business to the next level with our digital solutions?

This project showcases our expertise in complex website redesigns and our ability to support long-standing businesses in their digital evolution. If you're considering a similar revamp to optimize your online presence, contact us today to discuss your project!

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