- WooCommerce
- Figma
How Decallab Stabilized a Problematic WooCommerce Build and Moved Into Continuous CRO
Decallab had recently made a significant investment in a new WooCommerce website developed by another agency. The project objective was to stabilize the existing WooCommerce store, improve the customer journey and conversion performance, increase AOV, and continuously develop an international eCommerce experience capable of supporting Decallab's highly customizable products and seasonal growth.
- WooCommerce platform stabilized
- Ongoing CRO and optimization programme
- CVR / AOV / revenue uplift still to be validated
Decallab
Decallab had recently made a significant investment in a new WooCommerce website developed by another agency. Instead of creating a reliable foundation for growth, the new store launched with numerous technical issues, bugs and usability problems. The client had already invested heavily in the platform but was left with an experience they were not satisfied with.
- Global — Europe, Australia, USA & Canada
- decallab.com
- WordPress / WooCommerce
Services Provided:
- WooCommerce Stabilization
- Usability Audit
- CRO
- UX Optimization
- Ongoing Development
The Challenge
The Starting Point
Decallab had recently made a significant investment in a new WooCommerce website developed by another agency. Instead of creating a reliable foundation for growth, the new store launched with numerous technical issues, bugs and usability problems. The client had already invested heavily in the platform but was left with an experience they were not satisfied with.
What the Client Believed Was Wrong
The immediate problem appeared technical: the recently developed website contained too many bugs and reliability issues. As WD Market became more involved, it became clear that the opportunity extended beyond fixing defects — the customer experience and conversion journey also needed continuous improvement.
What Had Already Been Tried
Another agency had recently designed and developed the new WooCommerce store. Despite the investment, the finished project contained substantial technical and usability issues, which led Decallab to look for a new long-term eCommerce development partner.
Why It Needed Attention
Decallab had already invested significantly in the new website and needed to protect that investment. Rather than continuing with an unreliable development setup, the company needed a technical partner capable of stabilizing the existing platform and improving it before valuable seasonal traffic was lost.
Risk of Doing Nothing
Technical and UX issues would continue creating friction for international customers and potentially suppress conversion during the limited peak riding season. Because Decallab is highly seasonal, underperformance during high-demand periods can have an outsized effect on annual eCommerce performance.
Constraints That Shaped the Solution
Decallab had already invested substantially in a new website, making another immediate rebuild difficult to justify. The business also sells highly customizable products internationally, creating a more complex product-selection and configuration journey than standard eCommerce. Improvements need to account for seasonality, international customers and the existing WooCommerce infrastructure.
What Success Needed to Mean
Transform the existing investment into a stable and continuously improving eCommerce platform: fewer technical problems, a better customer experience, stronger conversion performance and higher-value orders without unnecessarily rebuilding the store again.
Our Approach
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What the Evidence Showed
Once the immediate technical issues were addressed, the opportunity shifted from stabilization to optimization. Product pages, customization journeys, mobile UX and conversion funnels presented opportunities for improvement. Because Decallab sells configurable premium products, reducing friction around product understanding, selection and customization is particularly important.
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What We Prioritized First
Technical stability first. There was little value in investing heavily in CRO while fundamental bugs and technical issues remained unresolved. Once the platform became more reliable, WD Market could analyze usability and prioritize improvements to the actual purchasing journey.
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How We Delivered It
WD Market first took over and stabilized the existing WooCommerce platform, resolving bugs and technical problems left from the previous development project. The relationship then progressed into a comprehensive usability audit and ongoing CRO → UX improvement → development → optimization cycle focused on improving customer experience, conversion and AOV.
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How the Engagement Evolved
The relationship evolved from technical rescue to continuous eCommerce optimization. Once the most urgent platform problems were addressed, the focus shifted toward usability, CRO, product-page improvements and increasing AOV rather than continuing purely reactive bug fixing.
The People Behind The Work
Project Management, WooCommerce Development, CRO / Usability Specialist, UX/UI, QA / Technical Support.
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Einārs Melderis
Project Manager
Focus: Project Delivery · Communication · Coordination
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Tomass Bērziņš
Head of E-Commerce & Co-Owner
Focus: Growth strategy · CRO · Customer Journey
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Deins Grets
Head of UI/UX & CRO
Focus: UI/UX · Usability · Customer Journeys · CRO
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Anush Avetisyan
QA Team Lead
Focus: QA · Payments · Integrations · Release Quality
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Mārcis Motcats
E-commerce System Engineer
Focus: Full-scale enterprise systems · Automation Workflows · Technology
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Rainers Leitarts
Full-stack Developer
Focus: Development · Integrations · Checkout
25+ Developers, Designers, CRO Specialists & others Strategic Decisions
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Recommendation
The important strategic decision was not to treat the previous project’s problems as justification for another immediate rebuild. WD Market focused on determining what could be fixed and improved within the existing WooCommerce platform.
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What We Deliberately Did Not Recommend
We did not recommend throwing away the recently developed website and paying for another full rebuild. The client had already made a substantial investment. WD Market instead prioritized stabilizing that investment and improving it incrementally where there was a clear technical or commercial reason.
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Rebuild / Redesign / Spend Decision
Effectively, we avoided an unnecessary rebuild. The underlying WooCommerce platform could be stabilized and improved. The priority became resolving technical problems and improving conversion rather than replacing the entire platform simply because the previous implementation had been problematic.
Results We Delivered
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Measured Results
The confirmed outcome is the transition from a problematic newly developed store into a stabilized WooCommerce platform with an ongoing CRO and optimization programme.
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Evidence and Metrics
WD Market completed a comprehensive eCommerce Usability Audit to identify conversion and UX opportunities. Current optimization priorities include product-page performance, customer journey, mobile usability, conversion rate and AOV.
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What the Client Gained Beyond the Metric
Decallab gained a long-term eCommerce partner capable of protecting and improving an existing technology investment rather than automatically replacing it. The company moved from dealing primarily with bugs and technical instability toward proactively improving UX, conversion, AOV and the international customer journey.