Success Story: WS Display


WS Display, a leading eCommerce retailer, utilized SuiteCommerce Advanced (SCA) as their primary platform. Despite a robust online presence, they were hindered by suboptimal website performance, affecting critical metrics such as site ranking and user experience.

UnlockCommerce, an expert in eCommerce solutions and a partner to NetSuite, was approached to diagnose and resolve these challenges. With a history of working with different eCommerce businesses, we were uniquely positioned to address WS Display’s specific needs.


Background of WS Display

WS Display, a company specializing in wholesale portable trade show displays, banner stands, and large format digital printing, has a rich history of growth and transformation. Founded in 2001, the company’s mission has been to provide clients with the highest quality display hardware and custom signage at fair prices. With warehouses on both the West and East Coasts, WS Display stocks large quantities of hardware and offers custom printing, sewing, and finishing services, shipping throughout the U.S. and Canada.

WS Display’s decision to choose SuiteCommerce Advanced (SCA) as their eCommerce platform was driven by a strategic alignment with their growth and innovation goals.

Problems WS Display Was Facing

Core Web Vitals Score

WS Display’s website was plagued by a low Core Web Vitals score, a critical issue that impacted various performance metrics. This score, a key indicator of a site’s overall health, was reflecting poorly on aspects such as loading, interactivity, and visual stability. The consequences were far-reaching, affecting not only user satisfaction but also the site’s ability to retain visitors.

Page Loading Time

Further compounding the performance challenges was the site’s slow loading time across different devices and browsers. In an era where speed is paramount, these delays were leading to a diminished user experience. Visitors were left waiting for pages to load, leading to frustration and, in many cases, abandonment of the site altogether.

Unindexed Pages

SEO engine issues had caused some pages on WS Display’s website to become unindexed by major search engines like Google and Bing. This technical flaw meant that certain pages were virtually invisible to potential customers searching online, severely affecting the site’s ranking and reach.

Inefficient Configurations

WS Display’s site suffered from configurations that were not optimized for performance. These settings, including server configurations and database queries, were hindering the site’s efficiency and responsiveness.

Complex Settings Management

The management of various settings was cumbersome and lacked coherence, leading to inconsistencies in performance and user experience.

Ineffective Asset Management

WS Display’s handling of digital assets, including images, videos, and scripts, was suboptimal. The lack of proper asset management techniques, such as compression and caching, was contributing to slow load times and an overall lag in site performance.

CCPA Compliance

In addition to performance and SEO challenges, WS Display faced a pressing need to align with the California Consumer Privacy Act (CCPA) regulations. This legal requirement necessitated specific tools and configurations to ensure that the site was handling user data responsibly and transparently. The complexity of compliance added another layer to the challenges, requiring a nuanced understanding of legal standards and the technical acumen to implement them effectively.

What UnlockCommerce Has Done?

SSP Enhancements

UnlockCommerce’s team of experts generated custom alterations on the SSP (SuiteScript Server Pages) to significantly improve performance. This involved optimizing server-side code, reducing unnecessary computations, and enhancing the efficiency of database queries.

Cumulative Layout Shift Improvements

Targeted work on Cumulative Layout Shift (CLS) was undertaken to enhance the site’s core web vitals score. This involved adjusting visual elements to prevent unexpected shifts, improving the visual stability of the site, and enhancing user experience.


Implementation of Lazy Loading

UnlockCommerce applied the technique of lazy loading to images and other assets. By loading these elements only when they were about to be viewed, the general load time was significantly reduced, leading to faster page rendering.

Assets Management

A strategic approach to managing digital assets was implemented, including proper file organization, compression, and caching strategies. This not only optimized user interaction but also reduced server load, contributing to overall site performance.


Technical SEO Adjustments

Specific fixes were implemented to resolve the unindexed pages issue. This involved correcting crawl errors, optimizing robots.txt files, and ensuring proper canonicalization, allowing search engines to index the site correctly.

Settings Review

A comprehensive review of Configuration Settings was conducted, including server configurations, security settings, and database optimization. This in-depth analysis allowed UnlockCommerce to identify areas for refinement, leading to enhanced processes and performance.

Optimization of Processes

Specific changes were made to streamline both user experience and backend operations. This included optimizing database queries, reducing server response times, and implementing best practices in code execution, all contributing to a more efficient and responsive site.

CCPA Compliance

A specialized tool was installed for WS Display to ensure full compliance with California Consumer Privacy Act (CCPA) regulations. This involved configuring the tool to match WS Display’s specific needs, testing its functionality, and ensuring seamless integration with existing systems.

UnlockCommerce conducted a meticulous review of WS Display’s privacy policies, cookie usage, and data handling practices. They ensured that all aspects of the site were aligned with CCPA regulations, providing both legal compliance and enhanced trust among users.

Results and Success Metrics

Performance Improvements

Through a series of targeted enhancements, UnlockCommerce was able to boost WS Display’s site performance. This improvement was not merely a statistical achievement but translated into tangible business results, including increased user engagement and conversion rates. The optimization of various elements, such as SSP enhancements and lazy loading, contributed to this success.

User Experience

Beyond the numbers, the real victory lay in the transformation of the user experience. The improvements led to a more responsive and engaging user experience, reducing bounce rates and increasing time spent on the site. The cumulative layout shift improvements and assets management played a crucial role in enhancing the overall user interaction with the site.

Site Rankings

UnlockCommerce’s meticulous work on SEO, including technical adjustments and on-page optimization, resulted in a 21% more organic traffic. This upliftment in ranking meant that WS Display’s products and services were more easily discoverable by potential customers, leading to increased organic traffic.


Organic Visibility

The SEO success extended beyond rankings. The increased visibility on major search engines like Google and Bing drove more organic traffic to WS Display’s site. The resolution of unindexed pages and the optimization of meta tags and crawl errors were instrumental in this achievement, leading to higher lead generation and sales.

Compliance Achieved

In an era where data privacy and compliance are paramount, UnlockCommerce ensured that WS Display achieved full legal compliance with the California Consumer Privacy Act (CCPA). By installing and configuring a specialized tool, and aligning WS Display’s policies with legal standards, UnlockCommerce enhanced their reputation as a responsible retailer, instilling trust among consumers.

Before Improvements
After Improvements


UnlockCommerce’s collaboration with WS Display is a case study in technical excellence. From identifying intricate challenges to implementing robust, technical solutions, UnlockCommerce transformed WS Display’s online presence. The results, both in terms of performance and compliance, stand as a testament to UnlockCommerce’s expertise and commitment to excellence.

For similar challenges with your eCommerce platform, reach out to UnlockCommerce. Our proven expertise can unlock your potential.