Custom Ecommerce Development Project Description
This was an ecommerce website maintenance project where eQuilter owner and co-founder Paul Rubin came to Pell Software seeking assistance with their home-grown custom PHP eCommerce website.
They were first and foremost working on updating the PHP version that their eCommerce application runs on from PHP version 5.4 to 7 and Pell Software assisted them in handling errors and warnings that surfaced due to the update. Pell Software then continued to support and maintain the website, adding new features and improvements throughout the site.
Major Features
Codebase Modernization
During this custom ecommerce development project, the team overhauled the PHP application to resolve errors and warnings triggered by the transition to PHP 7. We replaced outdated functions, restructured database queries to support MySQLi or PDO, and introduced namespaces to improve code organization.
Google Rich Snippets Integration
We embedded dynamic structured data elements into product pages, which improved search engine visibility. By implementing JSON-LD formatting, the team optimized these snippets for google shopping, increasing discoverability of eQuilterโs products and driving more organic traffic to the site.
UX & SEO Optimization
We also redesigned the product pages to eliminate Cumulative Layout Shift (CLS) issues during this custom ecommerce development project. We preloaded image dimensions, stabilized layouts, and improved mobile core web vitals scores by optimizing server response times, lazy loading assets, and improving mobile responsiveness. These changes significantly boosted SEO rankings and delivered a smoother user experience.
Work With Us
Through our technical expertise and tailored software development solutions, Pell Software transformed eQuilterโs ecommerce platform into a high-performing and future-ready system that is scalable.
Now we want to do the same for you.
With our top-rated team of engineers who are 100% US-based, we can help you with your ecommerce website maintenance needs. Connect now to propel your business forward.
