Increased ROI with BigCommerce eCommerce Website Redesign for Diono

eCommerce Website Redesign for Seattle Car Seat Brand

The eCommerce Client

Diono, founded and headquartered in Seattle, Washington, is a visionary manufacturer and seller of an ever-evolving range of all-in-one convertible car and booster seats, strollers, baby carriers and related accessories.

Established in 1999, Diono has been producing safe travel solutions to enable families to experience the #JoyOfTheJourney wherever their excursions may take them.

CEO Tim Maule joined the company in 2017. With more than 30 years of experience with children brands, Tim brought to Diono a new vision and fresh focus for repositioning the company as a digital-first business.

The eCommerce Challenge

When Tim started at Diono, he inherited a website with WooCommerce built in and it just wasn’t working. He said, “It just fell over the whole time. It was not stable and required daily, if not hourly, attention to keep everything live. The biggest issues I had with the site were that it was structurally unsound, unstable, commercially inflexible and unscalable. It was a disaster.”

The company did try to make things work on the platform, but by the end of 2019, it was clear the brand needed to migrate to a whole new platform. To tackle the intensive process, Tim turned to his friend and mentor, our very own Fred Lebhart, the CEO of efelle creative.

The eCommerce Solution

Here at efelle creative, we’ve been fans of BigCommerce for years. That’s why we’re a BigCommerce Elite Agency Partner. We introduced Tim and the Diono team to BigCommerce and it was a match made in heaven.

When Tim first reached out he was on a broken WooCommerce store that we had to fix before we could get the new site started. Showing Tim a path forward that alleviated much of the pain points they were experiencing was intriguing. Moving to a much more complex site with a robust technology stack enabled us to add nearly a dozen integrations, including robust content management and localization through FusionCMS, Salsify PIM and BigCommerce.

At the end of the day, Diono launched five headless eCommerce stores on BigCommerce in less than 12 months. These stores operate in the US, Canada, Mexico, the UK and other places within Europe.

“We have gone as all-in as possible to make BigCommerce the center of everything we're doing. It's a testament to the platform that we can get a complex website with a complex tech structure in five different instances done in less than a year,” Tim said.

The eCommerce Results

As we know at efelle creative, ROI is everything! When we started work with Diono, we knew that the numbers needed to move in the right direction.

Here’s what we saw:

• 44% increase in transactions
• 48% increase in average order value
• 114% increase in revenue

These performance metrics compare March 1, 2021-December 31, 2021 over April 29, 2020-February 28, 2021.

Our partnership with BigCommerce and knowledge of the eCommerce industry meant that Diono was able to take advantage of a newly designed website and see increased ROI.

For more on this redesign, check out our portfolio for a before and after. 

Interested in ROI results like this for your eCommerce website? 

We’re here to help. At efelle, we’ve got over 15 years of experience working with clients to design and build effective websites and digital marketing strategies. Fill out the form below and one of our digital strategists will reach out and we can get started.