Brief
Speclite is a B2B distributor specializing in commercial lighting, and a large part of its growth comes from its Shopify store
In a sector where the sales cycle is long and purchasing decisions are technical, the online experience plays a decisive role. Speclite needed a team capable of continuously working on their online store to identify friction points, test solutions, and move the needle on key metrics.
Goals
Act as a dedicated team for continuous improvement
The goal is not to deliver a one-off project but to establish a continuous optimization rhythm over time. Each initiative aims to enhance customer experience, increase conversion rates, and support online sales growth, relying on data rather than intuition.
Tools and partners
Complexity and challenge
Optimizing a B2B e-commerce store where the buying journey is complex and expectations are high
Commercial lighting targets professional buyers who compare, validate, and consult before placing an order. Translating this reality into a fluid, clear, and convincing online experience requires a deep understanding of the customer context and a rigorous, iterative approach.
Approach
A continuous collaboration model based on the test, implement, monitor cycle
Maze works in direct partnership with the Speclite team in an agile approach: identifying optimization opportunities, prioritizing based on potential impact, deploying CRO and UX initiatives, and then measuring the results. Each cycle feeds the next to build coherent and measurable progress.
Solution
Annual strategic support that continuously improves customer experience and conversion performance
Rather than a one-off redesign, Maze acts as an integrated external team: analyzing user behavior, identifying friction points, targeted UX optimizations, and performance indicator monitoring. This approach allows for continuous pressure on growth levers without overwhelming internal teams.
- +22%Sales
- +34%Conversion rate
- +12%Average order value (AOV)
Results
Tangible optimizations across the entire purchasing journey, at a relentless pace
Maze has implemented a series of targeted optimizations on product pages and the ordering process, two critical areas in an industrial purchasing context. The experience is clearer, friction is reduced, and the path to purchase is smoother. Testing and implementations continue across the entire front-end and back-end to further grow Speclite.
“A young and energetic team. A perfect mix of technical know-how and creativity!”
Speclite
