Making a perfect website from the start was never the goal

FUSION Wanted to Be Challenged – and they were more than ready to switch to a system with greater independence

When FUSION reached out to us, they felt limited in their ability to manage their webshop and wanted to shake up their design.

This meant we had two primary focus areas:

Greater Internal Usability

"The plan to switch to Shopify 2.0 was to make us more independent in our day-to-day work. We have a background in e-commerce ourselves, so we already had some clear ideas about how this should be solved. And we have to say that Grafikr has managed it really well, because we have a great solution with great flexibility."

– Troels Vest Jensen, CMO at FUSION

Reinventing Both the User Experience and Design on Their Webshop

"A decision was made, something needed to change. We were already happy users of Shopify, and even though we had a good relationship with our existing partner, we approached Grafikr because we wanted to be challenged, in the way we thought about e-commerce. And we wanted an agency that could contribute with extensive experience from other clients."

– Troels Vest Jensen, CMO at FUSION

The Bottom Line: They needed a partner who could challenge them, inspire them, and bring valuable experience to the table.

Fortunately, we quickly agreed on how we would reach our goals – and with a pure sports mentality, we put together a plan. A plan that (at least with no major bumps along the way) was followed to the letter.

To stay with the sports metaphors: All parties had their eyes on the prize.

We never planned to finish everything before launch

At FUSION, they do not come up with new designs every quarter.

Instead, they improve on the classic styles they have. And that approach has also been a big part of our work with their webshop.

For FUSION, it was never the intention that their website would be (110%) perfect before going live.

As Troels himself puts it:

“It can always get better.”

Now, let me tell you why this strategy is not such a bad idea:

We launched the site when it was in line with their existing site — at least functionally.

And let us just say...

Troels is on to something here.

What we did with FUSION actually makes a lot of sense. Not necessarily for everyone - but the idea of dropping the launch anxiety and simply recognizing that the work on a website will never be finished can save you a lot of grey hairs.

And you are much better off because you have real and comparable data to work from.

Besides a lack of rampant launch anxiety, we also worked on:

• Moving communication to where it actually made sense
• Making it easy for FUSION to work with the site
• Faster load times
• Easier navigation
• Cutting to the essentials and ditching everything unnecessary

Less classic e-commerce - more conscious, brand-driven and box-breaking

The relaunch was never intended to achieve a huge sales boost.

In fact, almost the opposite.

For FUSION, creating a more brand-driven universe was a big priority, so neither of them expected the new site to generate more sales. That simply was not the primary focus.

Maybe you have already guessed what actually happened?

A 45% increase in conversion rate.

And then the question is:

Did the rate increase despite or because they dared to think differently?

There is certainly something worth thinking about here.