Welding Supplies From IOC

Client Situation

  • Welding Supplies from Indiana Oxygen Company
  • Leading multi-channel merchant in welding equipment, supplies and accessories
  • Consumer experience redesign project underway

The Team

  • Client – Chief Digital Officer
  • SEO consultant
  • Online advertising agency (pay per click – PPC)
  • Razoyo
  • Advertising agency led the design


Increase conversion and branding impact of web site based on A/B testing by Advertising Agency

  • Page layouts
  • Product recommendations (up-sell / cross-sell based on items in cart)
  • Checkout process shortened

SEO consultant provided new strategy for meta-data and content

The Digital Strategy

  • Due to redesign investment Razoyo advised moving to Magento 2
  • Replace extensions with built-to-suit modules
  • Hosting on Razoyo Fortress Cloud for Magento

Services Provided

  • Data migration (all products, customers, orders)
  • Catalog/category tree redesign
  • 301 redirects
  • Custom SEO data structure (open graph, schema.org) based on requirements provided by SEO consultant
  • Custom integrations to DataFeedWatch (they did not have a Magento 2 extension at the time) and improvements to data fed to Google Shopping Product Search
  • Project management/planning
  • Front end design implementation


  • Significant improvement in conversion rate from first week
  • Maintained or improved page rank on Google search
  • Easier to manage product recommendations for site admins
  • Solidified working team for future projects
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