Modernizing an Industrial E-Commerce Platform for Snorkel Lifts
Industry
Region
Duration
Tech Stack
HTML
CSS
PHP
JavaScript
WordPress
About Project
Snorkel Lifts is a global manufacturer of aerial work platforms and lifting equipment, serving industries such as construction, maintenance, warehousing, and industrial operations. Known for durable engineering and safety-focused design, Snorkel products are distributed worldwide through an extensive network of dealers and service providers.
As a product-driven organization with a diverse international audience, Snorkel Lifts relies on its website to showcase complex equipment specifications, support product discovery, and connect users with regional distributors and service partners. With evolving business needs and a growing digital footprint, the company required a modernized web platform capable of supporting advanced product structures, regional experiences, and ongoing scalability.
The Challenge
Snorkel Lifts’ existing site needed technical and experiential upgrades:
- Migration from an outdated server environment to a new, stable hosting setup without data loss or downtime
- A complete UI refresh aligned with newly provided PSD designs
- Complex product structures requiring dynamic fields, conditional layouts, and category-specific logic
- Advanced product search and filtering across multiple product types
- Region-specific experiences, including country-based redirection to a separate UK site
- Custom quote request workflows alongside standard e-commerce functionality
- Ongoing UI improvements, content updates, and email communication customization
The Solution
Website Migration & Infrastructure Upgrade:
- Successfully migrated the website from the old server to a new environment, ensuring stability, performance, and continuity of service.
UI Redesign & PSD Implementation:
- Implemented a full UI overhaul based on client-provided PSDs.
- Ensured responsive layouts, consistency across templates, and improved usability for technical and non-technical users.
Custom WooCommerce Product Architecture:
- Built customized product page templates using dynamic custom fields.
- Implemented conditional formatting and layout logic based on product category and type.
- Tailored product page UI to reflect different equipment specifications and use cases.
Advanced Product Search & Filtering:
- Developed advanced filtering functionality with category-aware and type-specific logic.
- Enabled intuitive product discovery through conditional filtering and refined search behavior.
Regional Redirection & Localization:
- Configured country-based redirection to route UK visitors to snorkellifts.co.uk for localized content and offerings.
Store Locator & Service Provider Integration:
- Set up and customized a Store Locations plugin to support service providers and distributor discovery.
Custom Request-a-Quote Functionality:
- Implemented a customized Request a Quote workflow integrated with product data and user submissions.
Email & WooCommerce Template Customization:
- Designed and customized transactional email templates for successful purchases and customer communication.
- Customized WooCommerce templates to align with the updated UI and brand standards.
Ongoing Enhancements & Maintenance:
- Delivered continuous UI refinements, content updates, and feature improvements as business needs evolved.
The Results
The updated Snorkel Lifts website now delivers a modern, high-performance e-commerce experience capable of supporting complex industrial products and global audiences. The combination of custom WooCommerce development, advanced filtering, and dynamic product templates has improved product discovery and usability, while regional redirection and customized workflows ensure a more relevant experience for users worldwide. Ongoing updates and enhancements continue to strengthen the platform’s scalability, reliability, and alignment with Snorkel Lifts’ operational needs.
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