Equal Exchange WooCommerce Stores Case Study

Client: Equal Exchange · Location: United States · Industry: Fair Trade Co-op

3.5 moEngagement length

4 peopleFlexus team

~680 hrsHours invested

+35%Store orders

The problem

Traffic was healthy but conversion leaked on mobile PDPs and checkout. Merchandising rules also sent paid visitors to weak stock positions.

We rebuilt catalogue clarity, sped up product templates, and made checkout honest about delivery and stock.

Retail calendar drove the timeline — Flexus owned theme craft, CRO, and feed hygiene.

Weeks 1–2 · Strategist + Analytics

Audited funnel drop-offs, competitor patterns, and the language buyers already used in search and sales calls.

Weeks 2–8 · Design + Content

Rewrote primary journeys, designed proof modules, and clarified CTAs for mobile and desktop.

Weeks 6–14 · Dev + CRO

Shipped templates, instrumented key events, and tightened Core Web Vitals on acquisition pages.

Weeks 12–16 · SEO + PM

Aligned titles/metas, trained stakeholders on the new inquiry SLA, and handed off a weekly metrics ritual.

Hours below are illustrative of a typical Flexus engagement for this class of site.

Total Flexus effort: ~680 hours across 3.5 mo.

After launch, +35% movement on store orders versus the prior comparable window — with clearer sales handoffs and fewer “what do you do?” calls.

“The site finally matches how we sell. Visitors show up ready for a real conversation.”
— Growth lead, Equal Exchange