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Helping WD-40 improve their digital goals

Re-developing their CMS & KPI performance across Europe and beyond.

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Written By Daena King

May 2020 / Reading Length: 6 minutes

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A re-development of their CMS system & KPI performance across all European sites

 

As part of WD-40’s KPI’s they wanted to improve on page speed and mobile compliance. We also needed to look at decreasing bounce rate and increase in engagement. Allowing for a more user friendly administration system and front end experience globally across all their European sites as well as improving site performance.

WD40

Design UX

WD-40 Company had some very specific thoughts on how the site should look and be developed. In an attempt to promote the brand and products within it. We worked in conjunction with WD-40 Company’s marketing and IT departments to provide what they needed.


wd40 website cms

WordPress CMS Development

For this phase of the website it was important that the existing WordPress CMS was used. Which would help to create continuity for the support and content teams. An examination of the plugins was undertaken in line with the desired KPIs for the new build. Any plugins that were no longer considered relevant were removed as were any plugins considered to be sub-standard. These were replaced with modern, supported alternatives which would help deliver a low friction administration experience for the content teams.


There was a need to deliver multiple sites all tightly aligned to WD40 Company brand guideline. So it was decided that all the sites would use the same theme code base and plugins. This therefore required a more sophisticated build and deployment pipeline. This was achieved by moving the codebase over to Bedrock and adding a little piece of WTBI magic.

 

Results

 

Load times on the new site compared to the old site improved by over 50% on desktop with a staggering 67% on mobile. The same can be said with page speeds. We also introduced  AMP (Accelerated Mobile Pages) on to the sites blog area. These posts are now loading in milliseconds rather than seconds. By adding this it has helped to increase both pages per session and session duration by 35% and 28 % respectively.

Minimising dead ends on the site along with clearer signposting of key information has also helped decrease the sites bounce rate across all devices by 17%-26%. Along with increasing page views.

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