6X Organic Traffic Boost by Merging Brands & Migrating to Shopify
PDU Cables Case Study
Tools & Technologies Used
The Hurdle
PDU Cables and its sister brand EPCO wanted to centralize their product offerings on one website while preserving their brand authority and creating a more intuitive user journey.
The Challenge
PDU Cables selected Shopify for its unmatched security and out-of-the-box functionality. However, PDU Cables is not an eCommerce brand. Brandography needed to configure Shopify to work without a checkout option, supporting PDU Cables’ established sales process without disrupting the user experience for their longstanding customers.
The Results
Our Approach: Choosing Shopify Over WordPress
When Brandography began working with EPCO and PDU Cables, we initially planned to launch a new website for each brand, moving them from Magento to WordPress.
As the project progressed, PDU Cables decided to pivot and combine their two brands on one website. This would let them bring over the best-performing products from EPCO and create a more streamlined customer experience for contractors and distributors who rely on EPCO and other specialty electrical products, particularly for data center construction.
Although WordPress was initially considered, we ultimately agreed that Shopify would be the better choice because it allows PDU Cables to:
- Display products under different vendors (PDU Cables, EPCO, Busway Solutions, SurgGuard, and AirGuard).
- Build reports around each separate vendor for better performance visibility.
- Intuitively filter products and resources to help users find the right solutions.
After using Magento & Drupal for their original websites, PDU Cables had major security concerns. However, Shopify’s robust, built-in security features let PDU Cables launch without security issues and even let them stop using Cloudflare and Sucuri, which they previously relied on to keep the old website secure.
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A Streamlined Experience for PDU Cables and Their Customers
The new PDU Cables website is structured around how customers interact with and think about their product offerings. Shopify’s metafields & metaobjects allow us to display everything a contractor or distributor needs to make a decision, including:
- Product specifications
- Data sheets
- IES files
Because PDU Cables doesn’t currently sell products online, we customized Shopify to remove the checkout function and allow users to reach out to the sales team to discuss ordering products. Instead of going through checkout, customers are directed to fill out a form or call the sales team directly to place an order. This supports the process long-term customers are familiar with, while remaining flexible if PDU Cables decides to sell products online in the future.
To make the sales process more intuitive, we built a custom map so users can select their region and instantly find their local sales representative. This reduces friction by visually displaying the correct contact, rather than making customers scroll through a list to find the information on their own.
This project represented more than a website for us. It was an opportunity to bring together our brands, showcase our expanded capabilities, and create a stronger digital presence for our customers. None of that would have been possible without your expertise, patience, and commitment to helping us bring our vision to life.
From planning and strategy to design, development, testing, and launch preparation, your team consistently provided thoughtful guidance, creative solutions, and unwavering support. We know there were countless details, revisions, and challenges along the way, and we truly appreciate the professionalism and responsiveness you brought to every stage of the project.
On behalf of the entire PDU Cables team, thank you for being such a valuable partner. We are proud of what we’ve accomplished together and excited to see the impact this new website will have on our customers, partners, and business.
