Capital Analytical


A fresh, modern upgrade for a leading global provider of specialist laboratory equipment

Capital Analytical are a major provider of specialist chemicals and products to environmental, research and quality testing laboratories.

From the latest in laboratory instrumentation to consumable and chemical product ranges, Capital Analytical have delivered custom solutions to chemical, life science, medical and academic clients for more than 30 years, cementing their reputation as global suppliers of specialist laboratory equipment. The Capital Analytical team required a fresh, modern website with greater functionality to create a smooth user journey, and showcase the wide range of products and services available to their customers.

We quickly set to work to design, build and launch a brand-new Shopify website with advanced functionality that reflects the business’s cutting-edge approach to their products and services.

We collated data from Capital Analytical’s existing site using behaviour analytics software Hotjar to record how users interacted with the site. This data allowed our design team to plan an uninterrupted user experience by ironing out any pain-points in the new design for a smooth user journey across the site. 

With over 13,000 products, planning for easy site navigation was key. We implemented a main sidebar menu with sub-categories under each main navigation link. This helped to showcase each category and promote a smooth user experience, allowing customers to find what they are looking for quickly and easily. The new site also allows Capital Analytical to easily and efficiently manage product listings and orders in-house, saving valuable time and resources.

Shopify is natively responsive and fast-loading, providing outstanding performance for users across all devices, easily maintaining 1000+ product pages.

By integrating plugins to facilitate pricing customisation, Capital Analytical have the ability to provide different payment terms across different customer accounts. For instance, Capital Analytical can add custom discounts for wholesale accounts, flexible payment options are available, and customers have the option to ‘request a quote’, rather than adding to basket, allowing Capital Analytical to uphold excellent customer service throughout the sales process. 

Our marketing specialists then adjusted each page for SEO (search engine optimisation) best-practice to boost any future optimisation efforts and carried out CRO (conversion rate optimisation) reviews to ensure the site was ready for launch. 

After thorough testing, the new site was ready to deploy and our team of specialists were on hand to assist with pointing the website domain to the new site.

The successes

  • Capital Analytical now have a modern, conversion-focused website that reflects their cutting-edge products and services
  • Their new Shopify site is a significant upgrade on their previous web presence, offering reduced ongoing maintenance costs, improved analytics and efficient product management
  • More than 13,000 products successfully migrated for uninterrupted transition and business continuity
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