Client Feedback
Moving to Shopify was the best decision we made. The site is finally stable, trade and retail customers can find the right equipment without confusion, and the enquiries and orders coming through show it’s working.
Case Study · Shopify Migration
Koolmax
How We Migrated Koolmax From a Broken WordPress Site to a High-Performing Shopify Store
8.6K%
Organic traffic increase
8.6K%
Increase in organic traffic
£1,750.08
Average order value (Jun–Sep)
263
Live products, including 80 dedicated B2B lines
440
Calls generated since April 2026
- Industry
- Refrigeration Suppliers
- Location
- Bolton, United Kingdom
- Services Provided
Client Snapshot
About Koolmax
Koolmax is a UK refrigeration supplier based in Bolton, serving both trade (B2B) and retail (B2C) customers across a specialist, commercial product range. The business needed a stable, modern platform to properly present and sell a catalogue of 263 products to a technical, considered-purchase audience.
The Challenge
Migrating a Commercial Catalogue Without Losing What Little Was Working
Before migration, Koolmax’s WordPress site was actively working against the business. The interface was outdated and hard to navigate, server errors were frequent enough to affect accessibility, and a significant number of broken 404 pages had accumulated over time.
On top of that, search engines had indexed many irrelevant, unnecessary pages, diluting the site’s SEO health and making it harder for the valued products to be found.
For a refrigeration supplier serving a specific commercial B2B and B2C audience, this wasn’t just a cosmetic problem. A confusing, error-prone site directly undermines trust with buyers making high-value equipment decisions.
Our Approach
A Full Platform Migration Built Around Reliability First
Rather than patching an unstable WordPress build, we migrated the site to Shopify, a purpose-built commercial platform, and used the migration to modernise the entire buying experience from the header down to individual product pages.
Platform Migration
- Moved from WordPress to Shopify, eliminating the recurring server errors and giving the business a stable, scalable foundation to build on
Full UI/UX Redesign
- Rebuilt the header, footer, navigation, homepage, collection and product pages, plus custom sections, giving buyers a modern, trustworthy experience across a commercial catalogue
Catalogue Restructuring
- Organised 263 live products, including 80 SKUs operating under dedicated B2B pricing and conditions, so B2B and B2C buyers can shop appropriately without confusion
Ongoing Technical Cleanup
- Actively resolving legacy 404s and re-indexing pages post-migration, protecting long-term SEO health as search engines adjust to the new structure
The Results
Since migrating to Shopify, Koolmax has seen organic traffic increase by 8.6K%, a shift that reflects both the scale of the previous site’s underperformance and the strength of the new structure now being indexed correctly. The catalogue now runs 263 live products, including 80 SKUs operating under dedicated B2B conditions, giving trade and retail buyers a properly organised shopping experience for the first time.
Commercially, the new site is already producing high-value orders; an average order value of £1,750.08 between June and September reflects the considered, high-ticket nature of refrigeration equipment purchases. Alongside this, 440 calls have been generated since April 2026, showing the site is also driving strong offline engagement, a critical channel for B2B buyers who prefer to speak to someone before a major purchase.
404 cleanup and bounce-rate improvement are still in progress following the migration and will be added to this case study once resolved.
Unlock similar results for your business
Every business is different, but the approach is the same. Understand what’s working, fix what isn’t, and build a plan around real numbers, not guesswork. Get in touch for a free, no-obligation audit of your website and marketing.
Why This Worked
Migrating the Foundation Before Chasing the Numbers
Koolmax’s old site was failing because the platform itself was working against the business: frequent errors, a confusing structure, and years of irrelevant pages diluting its SEO health. No amount of design polish would have fixed that.
The decision to migrate to a stable, purpose-built commercial platform first, rather than trying to patch the old WordPress site, is what let everything else work. It’s why organic traffic could jump so sharply post-migration: the new structure gave search engines a clean, indexable site to work with for the first time. The principle: when the platform itself is the problem, no amount of surface-level fixes will move the numbers; fix the foundation first, and the results that follow are a lot easier to earn.