Clean Data, a Better Shopping Experience, and Growth-Driving Marketing

Today's Patio is a leading online retailer specializing in high-quality furniture and home decor products. With a diverse range of offerings and a rapidly expanding customer base, Today's Patio recognized the need to migrate their website from WordPress to Shopify to enhance scalability, streamline operations, and elevate the overall user experience. Additionally, they sought to integrate their advanced Enterprise Resource Planning (ERP) system, STORIS, to synchronize inventory, orders, and customer data seamlessly.

Today’s Patio had outgrown WooCommerce. They needed:

• Clean catalog data and consistent variant grouping to power search, filtering, feeds, and merchandising. Their previous WordPress website housed a vast catalog of products with intricate variations, attributes, and images. Migrating this data to Shopify while maintaining accuracy and integrity posed a significant challenge.

• Enterprise plumbing: reliable STORIS sync for inventory, orders, and customer data. Integrating Shopify with the advanced ERP system, STORIS, was crucial for real-time synchronization of inventory, orders, and customer data. This integration required seamless communication between the two platforms while accommodating complex data structures and workflows.

• Modern UX that made discovery easy and put all decision-making info on the PDP. The client aimed to modernize their website's design and enhance the user interface (UI) and user experience (UX) on Shopify. This involved creating a visually appealing layout, optimizing navigation, and improving site performance.

1) Catalog Re-Architecture & High-Quality Data

We transformed the WooCommerce export into a Shopify-ready catalog with consistent attributes, variant grouping, and metafields—so filters, feeds, and SEO all worked the way they should. This follows our “Layer Cake” best practices for grouping variants and enforcing consistent attribute values.

This was handled by a dedicated team, who conducted an in-depth analysis of Today's Patio's product data structure. They developed a customized migration plan, mapping each product attribute, variation, and image from WordPress to Shopify. Automated scripts were utilized to expedite the migration process while ensuring data accuracy.

2) Decision-Ready Product Detail Pages

We added structured features tables, variant-level availability/lead-time messaging (ATP/PO logic), multiple variant images, badges (Bestseller, Low Stock, Free Shipping), and related-items logic—so shoppers could evaluate faster with fewer clicks. These updates were preluded by a comprehensive redesign process, collaborating with experienced designers, that focused on enhancing the website's aesthetics and usability, with a focus on intuitive navigation.

_{Decision-ready product pages with badges, specs tables, variant images, and availability messaging.}

3) Product Listing Pages That Guide Discovery

On top of a modernized aesthetic, product lead pages were redesigned to highlight and take advantage of the new filtering and grouping options brought about by the catalog re-architecture and improved functionalities offered by Shopify. Expandable filters help clients quickly focus in on what fits their needs, while meaningful badges highlight key product differences and fulfillment options. Curated first pages for different category pages further aid in creating a tailored, focused custom experience.

_{Smart filters and visual badges help shoppers find the right furniture faster — and boost conversion.}

4) STORIS + Shopify + Klaviyo

Leveraging Shopify's robust API capabilities, developers seamlessly integrated the platform with STORIS ERP. Bidirectional data synchronization enabled real-time updates of inventory levels, order statuses, and customer information between Shopify and STORIS. Custom middleware was developed to handle data transformations and maintain data consistency across systems. Klaviyo integration allows post-purchase review flows to tie back to STORIS events.

_{A connected system: Shopify at the center, fully synced with STORIS, Klaviyo, and Google Ads.}

5) Search Marketing Foundation

Google Merchant Center cleanup, structured data enhancements, content/“ankle” build-outs, and disciplined PPC management (PMAX + targeted campaigns) with ongoing analytics reviews.

• Data discipline → Clean attributes & variant groupings unlocked filters, feeds, and SEO.

• Clarity at the point of decision → PDPs surfaced specs, availability, pricing, reviews, and related items without friction. Everything a shopper needs to know is highlighted visually.

• Operational sync → STORIS integration reduced manual intervention and improved customer communications. The combination of STORIS with Shopify means less manual work and more accurate information for both customers and employees.

• Always-on optimization → Monthly agendas prioritized Merchant Center quality, schema, content, and ROAS-positive PPC shifts to keep growth climbing.

Under Endertech's management of their SEO and PPC campaigns, traffic has increased 41% compared to their prior site. The structured PDPs and improved merchandising has helped convert this traffic into a huge increase in sales.

With the old Today's Patio site, online sales only made up about a third of total sales. However, thanks to the SEO upgrades and improved ease-of-use brought on by the site migration and redesign, online sales leapt up to 51% of total sales in the first year of the new site, an increase in online revenue of 94%. That percentage increased to 62% in the following year, even as total sales continue to climb, with a projected 74% increase in online revenue from the previous year. Overall, that's a 239% projected overall increase in year two compared to the old site.