The first step was to migrate E-Z UP’s site from Magento Commerce to Magento Cloud. The Silk team built the site on Magento Cloud while ensuring compatibility with the company’s existing Magento inventory management system. With the key goal of educating customers on the various product options that affect the cost of an order, the entire site and product structure was redesigned. All product pages now clearly explain different options, such as fabric quality, shelter configuration, and other premiums, enabling visitors to know why one version of the product costs more than another and how each selection affects the price. Additionally, each product page has a custom accessory page to showcase additional products that work with the shelter, including light systems, chairs, clips, gear runners, and so on.

A highlight of the redesign is the custom product configurator, which allows site visitors to select a shelter, include all the accessories that will make it fully functional to their needs, and receive an accurate price in real-time. Price transparency to customers were made very clear, so that they could see any additional charges on top of the base product and be more informed of the differences between various product options.

E-Z UP’s ancillary items were not selling at the same rate as its shelters, which lowered the company’s average order value. Previously, with these ancillary products sold only on separate product pages, it was difficult for customers to see that they may need, say, a lighting system with a particular shelter, and that they could also purchase it directly from E-Z UP. E-Z UP wanted its customers to know that it offered turnkey shelter systems and they could purchase all the elements at the same time they purchase a tent. By adding a custom accessory section below the product options, it became easier for E-Z UP to cross-sell and promote additional products to its customers on the same page. To showcase the whole E-Z UP experience, Silk also helped the company create a lookbook, where users see examples of the items in use, and can click on those parts where the product is shown in the image to be instantly taken to their product pages for purchasing.

Improvements in site performance, customer experience, and stability were apparent from day one, as E-Z UP received positive feedback and noticed improved site stability the very day the site was launched. The company is particularly pleased with the overall user experience, especially now that calls to the company regarding customers confused about pricing have ceased and the team can now better focus its time on other customer needs. The combination of the product configurator, cross-selling opportunities with accessories that are fully integrated into the product pages, and the lookbook have all contributed to a higher AOV for E-Z UP.