Running E-Commerce for Bedrosians' headless store

Bedrosians Tile & Stone sells tile, stone and porcelain slabs, and wood and vinyl flooring through its showrooms and bedrosians.com, to homeowners and to trade pros: contractors, builders, architects and designers. The site is a custom headless build, not Shopify, and Bedrosians' own developers ship every change to it.

Bedrosians brought DYODE in to run the online store day to day and find where it was losing shoppers. Its team already had suspects: a five-page checkout that warned shipping rates could take up to 90 seconds to load, a disorganized Sale section, and a Trade Pro section that didn't make the case to contractors.

A DYODE E-Commerce manager handles updates to the homepage, product pages and blog, oversees on-site SEO and product catalog accuracy, tracks KPIs, and works with Bedrosians' developers on bugs, site speed and mobile. SEO title and meta rewrites and technical audits go to the dev team as URL-by-URL fix lists.

When Bedrosians added the Storyblok visual editor to its headless CMS, DYODE tested the integration on the dev site against Bedrosians' own test plan, marking every line pass, fail, skipped or blocked, with notes for its developers.

DYODE's UX audit benchmarked bedrosians.com against TileBar, Edward Martin and Clé, and sorted the findings into quick fixes, gaps against best practice, missed opportunities, and the work that makes sense on the current headless build.

A GA4 and Google Tag Manager audit walked the funnel from homepage to checkout. The shipping-info and payment-info events reached the data layer, but no GTM tag sent them to GA4, so the checkout funnel showed no progress past its first step. Shopping events also carried no value, and product categories dropped out of lists and checkout. DYODE wrote the fixes event by event for Bedrosians' developers.

The audit put product discovery near the top of the list: a deep catalog across tile, slabs, wood and vinyl, and a menu that made it hard to compare. Bedrosians' team drafted a wireframe from DYODE's audit notes, then handed it back for DYODE to design in Figma on the Bedrosians brand.

DYODE designed two desktop mega menus. Shop By pairs room and material image tiles with a color list. Tile groups links by material, application, style and color, with color swatches and featured image blocks. Branded drop-downs followed for Slabs, Outdoor, Trade Pro and Wood & Vinyl. On mobile, Tile and Slabs open as image buttons above accordion sub-menus.

Bedrosians' developers built the menus, and they went live once a major sale had ended, so promotional traffic wasn't disrupted. The team judges them on click-through, bounce rate and heatmaps, not conversion rate alone.

For A/B tests and heatmaps, DYODE recommended Convert, which supports server-side and single-page-app testing that theme-based tools can't handle on a custom storefront. Inside Convert, DYODE set goals for click-through, add to cart and scroll depth.

Small tests run in the tool while Bedrosians' developers build the larger changes, so testing doesn't stall waiting on development, and big sales go on the testing calendar too. DYODE also designed a simpler checkout to replace the five-page flow, and mapped product page changes: a sticky guided add-to-cart button, a "Why choose this" section, delivery timing, and "Complete your project" bundles. Both went to Bedrosians' developers to build.

Bedrosians has one partner running its online store day to day, auditing it, and designing the changes its own developers build. Shoppers now browse by room, material and color from a mega menu designed from the audit, on desktop and on mobile.

GA4 has a written fix list for the checkout events it was missing, and testing runs in Convert alongside development.