IRON COMPANY Increases Conversions by 12% with Hyvä and Magento 2
Fitness eCommerce Project Snapshot
- URL: www.ironcompany.com
- Country: US-based with worldwide logistics
- Industry Vertical: Gym equipment and flooring solutions for residential, commercial, and government markets, including specialized sectors such as military and institutional fitness facilities
- Business Model: B2B, B2C, B2G, and Omnichannel
Hyvä Project Scope and Key Results
- SKUs: 2000+ in stock
- New Website Launch with Hyvä: Completed in May 2024
- Page speed up 96% on mobile, 51% on desktop (Performance score up to 99)
- Conversion rate up 12%
- Revenue up 12%
Client’s Quote:
Switching to Hyvä was a transformative decision for IRON COMPANY. The dramatic improvements in page load times, especially on mobile, have enhanced the overall shopping experience for our customers, leading to increased engagement and conversion rates. Hyvä's modern development approach allowed us to overcome the performance limitations we faced with Magento 2, giving us the speed and flexibility we needed to scale. We are proud of the results and confident that this change will support our long-term growth. ”
About IRON COMPANY: A Leader in Gym Equipment eCommerce
Established in 1997, IRON COMPANY was a pioneer in online gym equipment sales. Founded by J.P. Brice, the company has grown from a small venture into a top provider of fitness equipment and flooring solutions for the US Government, serving clients like the Pentagon and the White House. With a focus on empowering individuals through fitness, IRON COMPANY has earned its place as a leader in military, government, and commercial sectors.
What Makes IRON COMPANY Stand Out in the Fitness eCommerce Market?
IRON COMPANY is dedicated to delivering high-quality fitness equipment and exceptional customer service. Their expert team, composed of fitness professionals and equipment specialists, ensures every customer—from home gym users to elite military organizations—gets the products they need to succeed. They go beyond just selling equipment, guiding customers through their fitness journey.
Market and Digital Strategy: Targeting Government, Commercial, and Home Fitness Markets
IRON COMPANY operates in a growing gym equipment and flooring solutions market, catering to government agencies, military sectors, commercial fitness centers, and home gym enthusiasts. The market is driven by increasing health awareness and the rising demand for fitness facilities.
Key Market Characteristics:
- High-quality, durable equipment demand
- Strong growth in government and military sectors
- Trends toward home fitness and personalised equipment
Challenges Overcome with Hyvä and Magento 2
IRON COMPANY faced significant challenges with slow load times and performance limitations in their Magento 2 store. With an increasing focus on mobile users, their default Magento theme was not optimized for modern eCommerce standards, leading to poor performance and lost sales opportunities.
Key Challenges:
- Mobile performance limitations
- Resource-heavy Magento 2 theme
- Scalability and customization needs
Plumrocket’s Approach and Tech Stack
IRON COMPANY turned to Plumrocket to resolve performance issues and improve their Magento 2 store. With extensive experience in Hyvä implementations, Plumrocket recommended migrating to Hyvä to optimize website speed and user experience.
Why Hyvä and Magento 2:
- Significantly improved website speed and performance
- Modern, lightweight development approach
- Seamless integration with existing third-party extensions
Implementation Approach for IRON COMPANY's eCommerce Transformation
Plumrocket took a phased approach to migrating IRON COMPANY to Hyvä. They initially focused on the homepage and product pages, ensuring compatibility with custom features and third-party modules. The process was structured to reduce risks and ensure a seamless transition.
Key Implementation Steps:
- Gradual migration of key pages (homepage, product pages)
- Hyvä compatibility ensured for custom functionality
- Updated third-party extensions to Hyvä-compatible versions
Results of the Hyvä and Magento 2 Implementation
Performance Gains:
- Desktop performance score: 99
- Mobile performance: Passed Core Web Vitals
- Total Blocking Time reduced by 96%
SEO and Business Metrics:
- Search clicks increased by +6.79%
- Search impressions grew by +12.23%
- Average search position improved by 5.8 points
- Conversions increased by +12%
- Revenue increased by +12%
Developer Experience and Satisfaction:
- Faster development times with Hyvä's streamlined tech stack (Alpine.js, Tailwind CSS)
- Easy code maintenance and scalability for long-term growth
- Improved developer efficiency, reducing business costs
Reflecting on the Journey: Lessons from IRON COMPANY's eCommerce Success
Reflecting on our experience, the migration to Hyvä has been pivotal for IRON COMPANY, allowing us to significantly enhance our website’s performance and deliver a better experience to our users. One of the biggest lessons we learned is how crucial it is to focus on speed and efficiency. ”
Key Advice for Merchants:
- Focus on performance from the start
- Plan for third-party extension updates
- Allocate resources for a smooth transition
About Plumrocket
Founded in 2008, Plumrocket is a leading web development company specializing in eCommerce solutions on Magento, Shopify, and Salesforce platforms. Our team of skilled developers and designers uses cutting-edge technologies to deliver high-performance, innovative solutions that drive business growth and enhance customer experiences.
Agency Quote:
Migration to Hyvä themes has become a game changer for businesses struggling with Magento 2 performance. We saw a significant improvement in page load times and overall site usability, leading to better user experience and SEO. Hyvä's seamless development and migration process was instrumental in the project's success. ”
