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Adobe Commerce Hyvä Redesign & Performance Engineering for Benum's B2B2C Commerce Platform
Magento Hyvä storefront implementation, B2B2C UX/CRO redesign, Core Web Vitals optimization, and ERP migration support for a Nordic professional audio distributor
Project Summary
Elogic Commerce partnered with Benum, a Norway-based distributor of professional audio equipment operating across the Nordic region, to redesign and rebuild its B2B2C Adobe Commerce storefront, which functioned more like a static product catalog than a conversion-focused sales tool, creating friction across product discovery, evaluation, and purchasing.
The engagement covered behavioral analysis, UX/UI redesign, Hyvä implementation, and performance engineering across Benum’s core storefront, while Elogic Commerce simultaneously delivered API updates to support a separate, client-led migration to Visma Cloud ERP. AI-assisted practices supported behavioral analysis, development, and QA throughout the engagement.
Key Outcomes
+29%
overall conversion rate — 2.4% → 3.1%
+47%
mobile conversion rate — 1.5% → 2.2%
+28%
average desktop PageSpeed Performance score — 64 → 82
–69%
average desktop Total Blocking Time — 848ms → 260ms
About the Client
Benum is a Norway-based distributor of professional audio equipment, operating mainly across the Nordic region. The company runs B2B ecommerce storefronts, ships orders nationally, and provides technical support for repairs and maintenance alongside its commerce operations.
Before the engagement, the store had grown to function more like a catalog than a sales tool, limiting its effectiveness as customers moved from browsing into evaluation and purchase. Benum prioritized a coordinated UX redesign and Hyvä implementation to reduce funnel friction, improve mobile conversion, and modernize the storefront’s technical foundation, while a parallel client-led migration to Visma Cloud ERP had to be supported without disrupting either workstream.
Project Complexity
The redesign spanned homepage, navigation, search, PLP, PDP, cart, checkout, login, account, favorites, and static pages, requiring coordinated information architecture and UX changes rather than isolated template fixes.
Migrating to Magento Hyvä while rebuilding key storefront templates required performance work at the theme and template level, not just visual redesign, to hit measurable Core Web Vitals targets.
A parallel, client-led migration of Benum’s CRM/ERP system to Visma Cloud required Elogic to deliver API updates coordinated tightly around the Hyvä release timeline, starting before the Hyvä release and completing shortly after it, without disrupting either workstream. This added real delivery-sequencing risk on top of the redesign itself.
Business Challenge
01
Catalog-style storefront
The existing site did not support efficient product discovery or decision-making for B2B and B2B2C buyers.
02
Full-funnel friction
Key user flows, including search, PDP, checkout, and login, created friction rather than supporting conversion.
03
Weak mobile conversion
Mobile experience was underperforming and limited conversion potential relative to desktop.
04
Limited account functionality
The platform needed stronger account functionality and personalization tools to support complex, considered buying journeys
05
Baseline performance debt
Storefront responsiveness and stability needed improvement independent of the redesign itself.
Elogic Commerce's Solution
Behavioral Analysis & CRO Discovery
Elogic Commerce analyzed behavioral data across navigation, search, PLP, PDP, cart, checkout, login, and account flows to identify measurable funnel friction and prioritize UX and CRO hypotheses by customer-journey impact. AI-assisted analysis supported the research process, with findings reviewed and interpreted by the delivery team.
UX/UI Redesign
Elogic Commerce redesigned Benum’s core storefront across desktop and mobile, including homepage, navigation, search, PLP, PDP, cart, checkout, login, account, favorites, and static pages, restructuring information hierarchy and user flows around product discovery and purchase.
Hyvä Implementation & Performance Engineering
Elogic Commerce implemented the redesigned storefront on Magento Hyvä and rebuilt key commerce templates with a focus on frontend responsiveness, Total Blocking Time, Cumulative Layout Shift, Largest Contentful Paint, and overall PageSpeed Performance. AI-assisted development and QA supported the engineering workflow under engineer oversight.
ERP Migration Support
In parallel with the Hyvä release, Elogic Commerce delivered API updates supporting Benum’s separate, client-led migration to Visma Cloud ERP. The work was sequenced around the storefront release, beginning before the Hyvä launch and completing shortly afterward.
Results & Business Impact
Note: performance measurements compare the storefront before and after the implemented Hyvä optimization work; the broader engagement remains ongoing. On the static/About page, desktop Performance score rose from 57 to 94 (+37 points), included for completeness though commerce-facing templates above are the more commercially relevant proof points.
Conversion & Customer Behavior
+29%
overall conversion — 2.4% → 3.1%
+47%
mobile conversion — 1.5% → 2.2%, the largest relative gain among the measured segments, following the redesign and performance optimization work
+31%
PDP add-to-cart rate — 7.8% → 10.2%
Storefront Performance
+28%
PageSpeed Performance score — 64 → 82 across tested core templates
–69%
Total Blocking Time — 848ms → 260ms
–65%
Cumulative Layout Shift — 0.065 → 0.023
Page-Level Performance Detail
Homepage
Performance score rose from 56 to 81 (+25 points); Total Blocking Time fell from 1,320ms to 260ms (–80%); Largest Contentful Paint improved from 1.9s to 1.4s (–26%); Speed Index improved from 2.5s to 1.7s (–32%).
PLP
Performance score rose from 75 to 85; Speed Index improved from 2.0s to 1.3s (–35%); Cumulative Layout Shift improved from 0.220 to 0.071 (–68%).
PDP
Total Blocking Time fell from 900ms to 410ms (–54%); Cumulative Layout Shift improved from 0.038 to 0.019 (–50%), reducing JavaScript-related blocking and layout movement on high-intent pages.
Mobile Performance
Total Blocking Time fell 31% on PLP (620ms → 430ms) and 36% on PDP (750ms → 480ms); PLP Cumulative Layout Shift dropped 86% (0.028 → 0.004); homepage mobile Largest Contentful Paint improved from 17.2s to 13.6s (–21%) and Speed Index improved from 10.9s to 10.1s (roughly –7%).
Capabilities Demonstrated
01
Adobe Commerce (Magento) UX/UI redesign and CRO optimization
02
Magento Hyvä storefront implementation
03
AI-assisted behavioral analysis and conversion funnel optimization
04
Full-funnel redesign
(navigation, search, PLP, PDP, cart, checkout, account)
05
Frontend performance engineering
(Core Web Vitals: TBT, CLS, LCP, Speed Index)
06
Desktop and mobile commerce optimization
07
AI-assisted behavioral analysis, software engineering, and QA
under engineer oversight
08
API development
supporting third-party ERP/CRM migration (Visma Cloud)
09
B2B2C commerce experience design
for long-term multi-channel platform evolution
When This Solution Is a Good Fit
01
Adobe Commerce storefront has become a passive catalog rather than an active conversion tool02
Coordinated redesign, Hyvä implementation, and performance engineering are needed together, not as separate initiatives03
A concurrent business-system migration must be supported without disrupting the redesign timeline04
Performance and conversion outcomes need to be measured against Core Web Vitals and real funnel dataPlanning a Magento Hyvä Redesign or Performance Engineering Project?
If your Adobe Commerce storefront has become more catalog than sales tool, or your performance metrics are lagging on key commerce pages, Elogic Commerce can audit the customer journey, redesign the core experience, and rebuild it on Hyvä with measurable performance and conversion gains.