Techno Ferum
Since 1996, Techno Ferum has been producing and distributing tools and equipment.
Its online catalog covers cordless, power, hand, pneumatic and measuring tools, garden equipment, construction machinery, fasteners and safety equipment, with brands such as Bosch, Makita, Metabo, Stanley and Knipex.
The project covered a complete redesign and technical upgrade of this e-commerce platform. Customers often arrive with a specific model, product code or technical requirement in mind, so search, filters and site speed were just as important as the design.
That is why the project required serious work on both the frontend and the backend of the system.
The main goal was to make the existing store more modern, faster, clearer and easier to use, especially for customers who need to quickly find a specific product in a large catalog.
Alongside the visual redesign, the store needed better navigation through categories and subcategories, better search, and filtering by brand, price and technical specifications.
The list also included better product and specification pages, faster loading, better PageSpeed scores and a better experience on mobile devices.
All of this had to be done while preserving the site’s SEO structure and keeping the risk to existing Google rankings as low as possible. Part of the work also involved automating product data entry and exchange.
The biggest challenge was redesigning and optimizing a large e-commerce system without disrupting the existing product structure, data and SEO value of the site.
Techno Ferum has a deep category hierarchy and a large number of products and URLs, so old and new pages had to be mapped carefully. This meant setting up proper 301 redirects while avoiding redirect chains and 404 errors.
Another challenge was the large amount of data that needs to be searched and filtered quickly, along with automating product imports from external sources.
Large WooCommerce stores always require a balance between a large number of products, complex filters, dynamic content and the best possible PageSpeed score.
1. Search and filters
We introduced Fuzzy Search based on Elasticsearch. Unlike standard WordPress search, it finds relevant products even when a customer makes a typo or enters only part of a product name, code or term.
This is especially important for a catalog full of technical names and model codes.
Filters adapt to each category and its technical specifications, so customers only see options that make sense for the products they are browsing.
2. SEO migration
We mapped old and new URLs and set up 301 redirects to preserve the site’s existing SEO value as much as possible.
3. Performance and PageSpeed
We optimized frontend resources, images, JavaScript and CSS files, added lazy loading and caching, and reduced the number and size of HTTP requests.
We also optimized WooCommerce queries, aiming for better Core Web Vitals and PageSpeed scores, so the store stays fast and responsive despite a large catalog and complex functionality.
4. Automated product import
The system imports and updates a large number of products from external sources, including name, SKU, prices, descriptions, categories, brands, technical specifications, images and availability.
A large part of catalog maintenance is automated, which significantly reduces the need for manual data entry.
5. API for partners
We developed API services for data exchange with external partners, through a JSON API and XML feeds.
Partners automatically receive up-to-date data on products, SKUs, prices, stock, categories, descriptions, images and specifications, while Techno Ferum maintains its catalog in one place.
Techno Ferum now has a modern and scalable WooCommerce platform that handles a large product catalog, complex technical data and integrations with external systems.
The redesign improved the look and user experience, as well as the store’s entire technical infrastructure.
This includes search and performance, automated product imports and API integrations with partners.
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