2.5x Turnover growth
Via migration to Serenity Source
Increased growth in sales by 250%
Founded in 2011 and based in Hampshire, Click4Electrics is an independent online electrical wholesaler serving contractors, trade professionals and the general public across the UK. A member of A.W.E.B.B, one of the country's largest electrical buying consortiums with a combined annual spend exceeding £600 million, they offer the pricing power of a major operation with the service of an independent business.
Over more than a decade of trading, they've built a strong reputation on competitive pricing, reliable next-day delivery and customer service that keeps both domestic and trade buyers returning. Their two-floor warehouse holds around 75% of their listed range in stock, making fast fulfilment a genuine capability. Click4Electrics needed online infrastructure to support scalable growth.
Our support provided the following range of cost effective solutions delivering true return on investment for our partner:
Key outcomes for Click4Electrics
Via migration to Serenity Source
Since migration to Serenity Source
After migration to Serenity Source
Click4Electrics is a well-established electrical retailer based in Hampshire (UK), with a growing loyal customer base who choose them for high quality products, reasonable prices and fast fulfilment. Like many ecommerce businesses wedded to legacy systems, their digital infrastructure had significantly reduced their capacity for positive growth.
Their website was running on an ageing Zen Cart platform. It functioned, but lacked engagement and it was not built to scale. With significant growth aspirations and a team further stretching across multiple responsibilities, Click4Electrics needed migration to a bespoke ecommerce engine and growth marketing support to keep pace with their commercial ambitions.
The challenge wasn't just technical. It was about aligning a strong, established business with a built-to-scale website foundation and strategic marketing to compete and grow effectively. They needed a partner who could see the whole picture: platform, performance and pipeline. And then work collaboratively with them to deliver it.
Our relationship with Click4Electrics has bloomed for over six years and it's a good example of how we like to work; establishing trust, creating a robust platform to build on and investment in promotion once there is commercial justification to do so.
Stabilise and support
We were initially employed to maintain Click4Electrics' existing Zen Cart website which involved handling maintenance updates, resolving bugs and keeping the platform running reliably.
Before recommending any significant change, we took the time to understand the business, its customers and where the real bottlenecks were. Over a period of 24 months we supported Click4Electrics with the ongoing management of the status quo, demonstrating not only our web development credibility (supporting off-the-shelf platforms with real line-by-line programming talent) but also with tenacity; approaching challenging situations with an open-mind and we innovative solutions.
Platform rebuild
When it became clear that further growth required a more capable, robust foundation, we justified the case for a full migration to a new platform.
At that time, Click4Electrics faced many challenges with Zen Cart.
In early 2023, we launched a new ecommerce website built in our bespoke Content Management System (CMS), Serenity Source with our proprietary ecommerce engine also attached. Our platform provides a scalable ecommerce solution built on a solid framework optimised for speed and security with greater scope for new, customised features via an intuitive user interface.
Solid increase in total lead/sale conversions generated through Google Ads campaigns (June 2025–April 2026).
Strong uplift in paid campaign revenue achieved across the June 2025 to April 2026 performance window.
Significant efficiency gain, converting a much higher percentage of Google Ads traffic into completed actions.
We've continued to work with Click4Electrics to make iterative improvements to the website, each one aimed at supporting business growth, improving operational efficiency and increasing the site's commercial value.
Search and visibility
Following redeployment our enhanced SEO services commenced to ensure optimum visibility of Click4Electrics’ products and category pages. We utilised a review of the site’s products and its customers to help us develop a keyword strategy grounded in how their customers, both trade and public, actually search. This is a vital phase of SEO as it informs our entire strategy going forward.
Alongside optimising thousands of products individually with alternative text for users with impairment, optimised images for speed and engagement and correct HTML tag usage to identify the most important information on screen, we focused on cross-selling opportunities wherever possible to maximise order values. This included the introduction of related products on product pages and internal linking on category pages which all gives positive context signals to search engines.
Following the successful implementation of this strategy we continually review popular products and update the sitemap to reflect this with optimised landing pages to maximise click through rates and conversions. We have taken care and time to review pages with high impressions but low click through rates and used heat mapping to optimise further; resulting in improved bounce rate and higher conversion rates.
Click4Electrics' affiliation with branded products provided an opportunity to strengthen their backlink strategy which was successfully implemented, once again giving search engines the context and trust signals to rank the site and products accordingly.
"Our SEO strategy continues to evolve as we monitor and review how customers are using the site and to reflect the company's growth ambitions."
Broadened brand discovery and attracted a higher volume of new visitors via SEO when comparing Q1 2026 to Q1 2025.
Steady year-on-year increase in overall online store transactions recorded across Q1 2026 vs Q1 2025.
Drove higher total e-commerce sales value coming directly from organic search results in Q1 2026 vs Q1 2025.
Paid advertising
Having built trust through measurable results from the SEO campaigns, we've extended our partnership to include paid advertising across both Google and Microsoft advertising platforms.
We've taken over the advertising management from an alternative provider where performance looked good. A closer inspection revealed the return on investment (ROI) was heavily skewed by brand searches - as we so often find. A deeper, more rigorous interrogation of the data showed a huge opportunity for improvement. As Click4Electrics face little competition on their own brand name, that traffic will always provide higher engagement and conversions. It was not a reflection of how the campaigns were performing in the open market and with cold interest.
Where strong numbers exist, but the ROI is low, the strategy needs adjustment. We were careful, taking time to analyse and adjust the account, making significant improvements to the campaigns which provided substantial gains and now provides a solid foundation for future growth.
More than doubled total conversion volume generated via Microsoft Advertising (June 2025–April 2026).
Substantial revenue expansion, more than doubling sales coming directly from Microsoft PPC channels.
Exceptional return on ad spend improvement (ROAS), drastically reducing acquisition costs and maximising profitability.
What began as a maintenance contract has become one of our longest-standing and most developed client partnerships. The ecommerce site now operates on a modern, scalable platform with ongoing feature development, while SEO and paid advertising work in tandem to drive consistent, qualified traffic.
The result is a business that continues to grow turnover year on year; one that's better equipped to compete online, with infrastructure that supports growth, marketing channels that deliver measurable ROI and a digital presence that reflects the quality of what they offer.
Click4Electrics is a business that always had significant potential but needed the right partner to help them unlock it. Over six years, we've moved from supporting legacy systems to overhauling their primary sales platform, search presence and paid advertising; we have the privilege to continue this support because the work we provided consistently justified the right to expand further.
For businesses with genuine growth ambition, this is the model we believe in: support and construct a stable platform, build trust through high quality delivery and develop long term partnerships as the results provided justify the need.
If you're keen to learn more about this case study or have similar challenges, don't hesitate to reach out.
