Kegworks Website Redesign

Website | Shopping

When the KegWorks website was hosted on Magento 1, the KegWorks team experienced a great amount of technical overhead related to service and maintenance needs. Additionally, the site’s taxonomy confused existing users and introduced friction in the customer experience. To help, the Groove Commerce team alleviated the existing technical debt, increased site speed and enhanced KegWorks’ technology stack by migrating their eCommerce store to BigCommerce.

Whether you’re a contractor looking for bar rails or a beer connoisseur looking to purchase home-brew kegging equipment, KegWorks’ BigCommerce website is now designed with organization in mind. The Groove Commerce team optimized the navigation to create a seamless experience.

Most importantly, we created a custom bar-rail configurator to allow B2C and B2B merchants complete order flexibility. Using variants in BigCommerce, our developers created this unique solution to allow users to select individual measurements, finishes and more.

With performance in mind, our team of developers reviewed and identified all the scripts that are loaded within the site theme. We then prioritized the scripts that needed to load immediately and found effective ways to defer non-essential scripts – reducing page load time and allowing the client’s site to present to users as fast as possible.

Finally, we streamlined apps and collaborated with Reflektion, an AI-driven personalization platform, to offer on-site search functionality. Further, our development team created and implemented a HubSpot BigCommerce Integration so that KegWorks can capture abandoned carts and follow up with customers after they’ve purchased. We leveraged HubSpot’s advanced dashboard and reporting tools to enable KegWorks to cater to their customers based on past purchasing behavior, interests and more.

In the first 30 days after launching KegWorks’ BigCommerce website, compared to year over year, they’ve seen transactions increase by over 35% and the eCommerce conversion rate increase by over 48%.


> Kegworks
> Groove Commerce