Parkside Tiles

From 1.4% to 4.6% conversion for Parkside Tiles with a new Shopify store

Timeframe6 Months

ServiceShopify, Ecommerce Design & Development

The brief

Make it easy for architects and tile specifiers working on large construction schemes to find the tiles they want and to order samples

We were asked to create a B2B facing website that would help architects and commercial tile specifiers to find tiles for their projects easily, filter by things like slip resistance and find out their sustainability credentials.

As well as the product discovery element of the customer experience, we were to make it easy for clients to order tile samples and, in the background, for project information to be collected and pushed to their CRM system.

Headless Shopify was the perfect solution for this project.

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Choosing the right tile meant checking more than its colour

The process of engaging architects and tile specifiers is a more considered purchase journey than that of someone buying tiles for their house.

We helped Parkside craft the product data they should have available at all stages of the purchase journey. With a mass of data available, it was important to consider the UX impact.

Our design team worked hard to maintain a clean, premium aesthetic, whilst also making it easy for specifiers to find what they were looking for and to eventually order samples.

The result was that conversion rate drastically increased from 1.4% on the previous website (not made by Imaginaire) to 4.6% and climbing on the current website.

The strategy

Ecommerce design for speed, precision, and usability

Our strategy centred around creating a highly functional ecommerce experience tailored for trade and commercial users. The key challenge was to make complex product data accessible and actionable, allowing users to filter, compare, and order samples with ease.

We began by analysing user behaviour from focus groups of architects and specifiers. Their top priority was speed – the ability to find suitable finishes and technical specifications quickly. From this insight, we designed a user journey focused on minimal clicks, instant feedback, and easy access to relevant documentation. We structured the site around clear collection hierarchies and a robust filtering system that allows users to search by colour, material, thickness, appearance, slip rating, sustainability, and suitability for different applications.

Additionally, the new design needed to complement Parkside’s sustainability focus. A gated document library was introduced for registered users, allowing access to EPD reports, sustainability data, and technical specifications, all pulled dynamically from product meta data.

The strategy

Ecommerce design for speed, precision, and usability

Create a fast, intuitive product browsing experience with advanced filtering
Integrate quick-add sample functionality directly from collection pages
Build dedicated landing pages for slip ratings (PTV) and other technical attributes

Introduce a logged-in document library for sustainability and EPD resources
Implement a “Get some help” form
Collaborate with Parkside’s in-house developers to sync orders and stock data with their ERP
Provide customer account functionality for repeat users, offering extended sample limits and quicker delivery options

The solution

Combining beautiful design with technical capability for the trade market

A product landing page for architectural tiles

The design phase focused on achieving a clean, architectural aesthetic similar to high-end brands in the B2B ecommerce industry. We created a modern, content-led interface that showcases product imagery and material finishes while keeping the experience fast and functional.

Each product page was built to house extensive technical data including slip resistance, material composition, and sustainability metrics, presented in a clear and accessible layout to offer specifiers all the information they need to make confident decisions without leaving the page.

A seamless sample ordering process was also implemented, enabling users to add up to five samples at once, compare technical attributes side by side, and proceed to checkout as a guest or logged-in user. Logged-in users benefit from faster sample delivery and access to the document library, reinforcing the value of account creation.

To support Parkside’s sales and marketing team, the site was built with future scalability in mind. Dynamic SEO meta tags were included for all product and collection pages, alongside structured landing pages for campaigns around key search themes like “PTV 36 Tiles” and “Sustainable Tile Collections”.