Flooring Manufacturer Tracks Menus Across 9 Regional Sites

Project Overview

Organization

International Flooring Manufacturer

Industry

Lighting / Architectural Products

Challenge

A growing product catalogue relied on fragmented templates, manual content updates, and developer support for product, specification, and marketing pages.

Stack

4+ years overall; paid performance marketing as the primary focus for the last two. Results window: June 2025 to June 2026

Products / Services Used

CMS Development
Craft CMS Development
Craft Commerce
Custom Product Configuration
Website Development
Specification & PDF Tools

A high-end lighting manufacturer needed to move away from a fragmented system of static templates and manual updates.

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Their goal was a high-performance, public-facing platform that mirrored their Figma design system perfectly. It lets their team manage complex data without developer help. On the surface, the project looked like a standard brochure site. However, the underlying product data was incredibly complex.

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Mavlers Agency built a single Craft CMS-powered platform that keeps the front end faithful to the Figma designs while giving the client's team control over day-to-day publishing.

Performance Insights

Key results for the client

Adaptive Twig template powering every Light Fittings product, interior and exterior

Craft Commerce product types running through one catalogue structure

New front-end templates needed to launch a future product series or capability page

Client Objectives

The challenges the client faced

Talk to our team

Product pages needed different structures

Different lighting families required different order-code tables, specifications, filters, downloads, and related products. Building unique templates for every product family was unsustainable and expensive to maintain.

Product and content updates depended on developers

Editors couldn’t launch new product series or update marketing pages without code deployments and development support.

Complex order codes were difficult to manage

Interior and exterior products followed different SKU and order-code rules. Manual entry of order codes and specifications led to frequent errors and inconsistent branding.

The wider website needed flexibility without losing consistency

Projects, capabilities, resources, About pages, and marketing content needed different layouts while still sharing the same navigation, footer, components, and brand system.

Specification tools needed to work with the product catalogue

Users needed to filter products, configure options, shortlist SKUs, download files, and export product information without relying on a separate product database.

Mavlers Strategy

How we built the platform

Talk to our team

Data-driven product modeling

Instead of static pages, we modeled the business logic within Craft Commerce. We created separate product types for extrusions, drivers, and sensors, using a flexible field layout. This allowed us to use a single "Smart Template" in Twig that conditionally renders different columns, filters, and spec tables based on the product category.

Rule-based SKU generation

To eliminate manual errors, we built a custom engine that generates complex order codes (e.g., MDF64-MB-W-LT) based on predefined logic. Specifiers can now filter by CCT, CRI, or beam angle, and the system instantly provides the correct SKU and associated technical files.

Component-based design system

Using Figma as our source of truth, we developed a library of reusable Twig components. Whether it’s a "Project Gallery," a "Capability Band," or a "Technical Download Row," editors can drag and drop these elements to build new pages that stay 100% on-brand.

Integrated specifier tools

We streamlined the professional workflow by implementing:

Guest & Signed-in Shortlists: Allowing users to save products for specific projects.
On-the-fly PDF Generation: Dynamically creating branded datasheets and quote requests.
Global Asset Volumes: Centralized management for SVGs, Revit files, and 4K product imagery.

Results

What the client achieved

We move faster, optimize smarter, and help you outpace competitors with AI behind every move.

Organization

International Flooring Manufacturer

Industry

Flooring Manufacturing - Multi-Region B2B & B2C

Services Used

GA4, Google Tag Manager, Custom Event Tracking

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About

An international flooring manufacturer operated two websites across regional versions in the UK, US, Australia, New Zealand, and Canada. The client wanted to understand which navigation sections visitors used, starting with a training academy section in the About menu. But regional menus and spelling differences made one-by-one link tracking difficult to maintain.

Challenges

Track menu usage consistently across regional sites.
Eliminate repeated development work when links change.
Create a scalable tracking convention for current and future menu sections.
Make menu performance comparable across regions in GA4.

Goals

Identify exactly where data stopped reaching GA4.
Separate the actual tracking issue from incorrect security-policy assumptions.
Restore a reliable measurement path for portal page views and key events.
Give the development team a clear, testable implementation path.

Solution/Approach

Defined a single data-nav-section attribute for each menu column.
Created a {menu}_{column} naming convention based on visible menu titles, preserving regional spelling.
Built the Tag Manager logic once and mapped it across all regional versions.
Extended the same tracking pattern to individual buttons, including Find Documents.
Established a clear ownership model between the client's developers and analytics team.
Re-tested the implementation across nine regional site versions on the integration environment.

Results

9 of 10 regional site versions passed QA; the tenth redirected to a separate brand and was out of scope.
16 menu columns tracked on the UK commercial navigation.
0 additional developer tickets needed when links change inside a tracked column.
Menu usage by section and region became available in GA4 across both sites.
New menu links within tracked columns are automatically captured; new sections require only one attribute.

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Flooring Manufacturer Tracks Menus Across 9 Regional Sites

Project Overview

Key results for the client

The challenges the client faced

How we built the platform

What the client achieved

About

Challenges

Goals

Solution/Approach

Results

Results That Speak for Themselves.

Migrating 9,000+ pages across 12 languages

80% CPR reduction and 3x ROI over 6 years

35% cost reduction while scaling SEO delivery globally

Do you know which menu links get clicked?

Get in touch with us.

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