Easy Bathrooms ecommerce platform, trade portal and ongoing optimisation

Easy Bathrooms is a national bathroom and tile retailer where the website has to support ecommerce, showroom discovery, and design-led decision-making at the same time. Customers are not usually making quick, low-context purchases. They are comparing finishes, sizes, ranges, documents, samples, store availability, delivery options, and the practical steps involved in creating a room that works.

That makes the platform more than a storefront. It needs to connect catalogue depth, showroom discovery, product guidance, trade requirements, internal operations, and content control in one dependable environment. This is exactly the kind of ecommerce agency work where the trading model and the technical model have to be shaped together rather than treated as separate tracks.

The Magento migration was an important starting point, but it was only one part of the wider relationship. Easy Bathrooms had outgrown a platform that had become slow, expensive to own, and harder to adapt around the way the team needed to trade. The brief was not simply to recreate the old site elsewhere; it was to move into a setup that could support more control, cleaner management, and a much stronger route for future development.

We moved the site onto Aero as a more flexible ecommerce base, with the migration work handled as the beginning of an ongoing improvement programme rather than a one-off handover. That gave the business a stronger platform for replatforming and migration risk, bespoke feature ownership, internal process alignment, and the specialist customer journeys that have continued to evolve over the past three years.

The launch still needed the discipline of a serious migration because the existing catalogue, content, and URLs carried real commercial value. We migrated the data carefully, protected integrity across the product set, and managed hundreds of thousands of redirects so the move could happen without careless losses in search visibility, customer routes, or operational continuity.

That work sat close to SEO migration support because the risk was not just technical. Product data, category paths, imagery, and inherited assets all had to be assessed with the post-launch team in mind. We stripped out and cleaned up imagery rather than blindly carrying every old asset problem forward, leaving Easy Bathrooms with a cleaner base to manage after launch.

A major part of the value has come from building owned ecommerce functionality around how Easy Bathrooms actually sells. The platform includes bespoke modules for specifications, product documents, see-it-in-store behaviour, and richer product support, giving customers clearer information while making the same data easier for the internal team to manage across a large catalogue.

That approach is central to bespoke ecommerce work. We replaced an added-cost V12 Finance calculator plugin with a one-off build, giving Easy Bathrooms ownership over a key conversion feature rather than leaving it tied to ongoing plugin cost. We also built a tile calculator to improve clarity around sizing and coverage, implemented inspirations content, and upgraded high-traffic showroom pages so discovery, searching, and local store support worked harder together.

Easy Bathrooms needed the website to support the real buying journey around planning, appointments, collection, delivery, and operational rules. We integrated with room-planning tools so customers could build baskets from a planning journey rather than starting again once they returned to the ecommerce site. We also built bespoke forms for virtual and in-store appointments, giving the team clearer lead routes that connect online intent with showroom and design support.

The cart and checkout work followed the same principle: the site had to reflect the operational reality behind larger bathroom and tile orders. Click and collect, delivery-time handling, and checkout rules for restricting over-purchasing all helped the customer experience stay aligned with stock, fulfilment, and store handling. Those details matter because conversion is not just about reducing clicks; it is about making sure the order can be fulfilled cleanly after the customer commits.

As the partnership developed, the ecommerce platform became more deeply connected to the internal systems Easy Bathrooms relies on every day. We integrated stock management so availability could be handled more dependably, and connected order data into fulfilment workflows so the site could operate as part of the wider business rather than as a disconnected storefront.

Those integrations are deliberately described at a high level because the private systems matter less than the outcome. The important work sits in integrations and middleware that create cleaner data flow, reduce manual workarounds, and help the platform support a complex retail operation day after day. That kind of operational fit is where long-term ecommerce work often becomes more valuable than the original launch.

The trade portal turned the website into a more useful account layer for a different and important customer segment. Using the flexibility of Aero, Easy Bathrooms can present an entirely separate display website when a trade customer logs in, rather than forcing trade requirements into the same journey used by retail customers.

That makes the work closer to a customer portal than a simple logged-in price view. The portal connects with internal systems to gather trade customer data and expose the information that matters to that audience, including balances, orders, referrals, cashback, and cashouts. It gives trade customers more self-service visibility while keeping the customer-facing layer tied back to the data Easy Bathrooms already uses to run the business.

The relationship has continued into structured optimisation work rather than stopping once the platform and bespoke modules were live. Our first product-page A/B test gave Easy Bathrooms a high-confidence signal on a new product-page direction, with roughly 180k visitors included, more than 5,000 add-to-cart events measured, and a 99% win chance for the new variant.

The tested product-page variant showed roughly 6% uplift against the control. More importantly, the work gives the team a clearer method for CRO and optimisation that improves high-value journeys through evidence rather than guesswork. For a site with this much catalogue depth and customer consideration, that means testing meaningful page changes and using the results to guide the next layer of design and development.

Over more than three years, the relationship has become a practical long-term platform partnership rather than a sequence of isolated projects. Easy Bathrooms has continued to bring new commercial, operational, and editorial requirements into the platform as the business changes. Recently, that has included building a full site builder to empower the marketing and design team to create and manage pages themselves.

That matters because good ongoing support is not only about keeping a site running. It is about lowering total cost of ownership, reducing dependency for everyday content work, and freeing the roadmap so the team can spend more time on the specialist ecommerce features that make the platform stronger. The site builder is a good example of that balance: more autonomy for the internal team, and more room for Techquity to focus on the bespoke work that creates deeper value.