Building a Faster, Stronger
Magento Website for Growth
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Average Order Value
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Faster Page Load
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Return on Ad Spend
Overview
About Roofing is a specialist roofing and building supplies business with a Magento website that plays an important role in day-to-day trading. Our partnership focuses on keeping the platform stable, improving performance, supporting key integrations, enhancing payment journeys, and making ongoing improvements across SEO and the customer experience.
What began as a need for greater stability and clearer technical ownership has developed into an ongoing partnership focused on making the website faster, easier to manage, and better equipped to support the business as it grows.
The Starting Point
Before the partnership began, About Roofing relied on a combination of agencies and freelancers to support their Magento website. While Magento was already central to the online business, the support structure had become fragmented, making it harder to manage issues consistently and plan improvements with confidence.
Technical ownership was unclear
Issues took longer to resolve
Support was spread across multiple parties
Platform stability needed improvement
The first objective was to bring clearer ownership, more dependable support, and a stable technical foundation that could better support day-to-day trading and future growth.
Establishing Stability & Ownership
2simplify became About Roofing’s primary Magento partner, bringing clearer ownership, consistency and structure to the way the platform was supported. This helped rebuild confidence in Magento as a reliable day-to-day trading platform.
Over time, the relationship developed into a stable, long-term partnership built on trust, communication and practical technical guidance.
Ongoing support and maintenance
Day-to-day Magento support to keep the site stable and trading smoothly
Clearer development processes
A more organised way to plan, test and release improvements
Better prioritisation and communication
Clearer focus on what needed attention first, with better visibility for the client
Technical oversight across the platform
A single Magento partner with a wider view across the site, integrations and performance
Improving Site Performance & Online Visibility
Hyvä was implemented to give About Roofing a faster, more modern Magento front end, supported by further server optimisation from Corefinity.
This helped deliver:
- 81% improvement in measured site speed
Stronger Core Web Vitals performance
Faster page loading for customers
A better technical foundation for SEO
Alongside this, ongoing SEO work has helped key online categories improve in visibility, while paid search optimisation has increased return on ad spend by over 230%.
Operational & Growth
The platform integrates with:
Payments & Operations
We transitioned About Roofing from Sage Payments to Mollie, improving payment flexibility and making backend payment management easier for the team
Apple Pay and Google Pay
Easier payment management
Secure payment links for customers
Marketing Efficiency
Paid search activity has been refined to improve return on ad spend, while ongoing SEO work continues to support visibility across key online categories.
Over 230% improvement in ROAS
Ongoing category-level SEO work
Stronger focus on long-term visibility
Increasing Order Value
Average order value has increased by over 60% since the start of the partnership, supported by a stronger website, improved checkout experience and more focused acquisition activity.
Improved checkout experience
Broader payment options
More targeted acquisition strategy
The Ongoing Partnership
Today, our role spans:
- Performance monitoring and improvement
- Ongoing Magento support and maintenance
- SEO optimisation in a competitive industry
- Strategic technical guidance
About Roofing now has a more dependable Magento platform, supported by a long-term technical partner who understands the business, the website and the role ecommerce plays in its growth.
In their words
Working with Ramesh and 2simplify has been an easy and productive experience. Before working with the team at 2simplify, we struggled to find an agency that were reliable and offered the expertise that 2simplify offer.
We have a lot planned for the road ahead and we are confident that the team at 2simplify will be able to support us and exceed our expectations.
Is your Magento site holding the business back?
If you’re dealing with performance issues, fragmented support, slow development or unclear next steps, let’s talk about how your platform can become easier to manage and better equipped for growth.