Natural stone driveway paving

Aspirational meets affordable

Aspirational meets affordable

The Brief

Many were appointed by Pavestone, one of the UK’s leading supplier of paving products and architectural masonry to deliver an ecommerce solution as part of their digital transformation programme.

Our main objective was to transition their business from an offline B2B supplier model into a mixed model incorporating a direct to consumer digital retail model. Many were chosen for our ecommerce, UX and digital consultancy experience, offering business analysis and strategic digital solutions to help rapidly build the digital arm of the business.

Our Approach

We worked closely with the Pavestone team as strategic digital consultants across brand, creative and technical implementation for the entire project. 

We advised on which ecommerce platform was best suited to meet Pavestone’s requirements and future needs, and outlined a roadmap of continual enhancements and improvements, focusing on user experience and operational efficiencies.

The Solution

Before we could develop a website, we needed to create a brand. To ensure it is perceived as part of the wider trusted business, Paving Direct’s is specifically designed to feel intrinsically part of the parent Pavestone brand. It is positioned as a down-to-earth direct to consumer offering – which is self-evident from its name.

We selected Magento 2 as the ecommerce platform as it offers tried and tested performance, extensibility, longevity and the ability to provide multi-site offerings as the business grows and wants to present different verticals and sub-brands.

The initial agile development was designed to get the business running within a short project cycle, with subsequent phases of enhancements and improvements to follow-on in rapid succession.

The initial build (MVP) is fully responsive and designed for mobile, tablet and desktop users and is coded to be SEO friendly and utilise structured data ( from the get-go to ensure it has inherent natural search capabilities.

Custom Magento extensions were written as part of this initial development to meet Pavestone’s operational requirements and to provided additional functionality and features.

Continual Improvement

Since launch, Many have introduced a series of site enhancements through iterative development sprints, adding features and functionality to meet Paving Direct’s commercial needs. These include tools and features such as a landscaper/trade login and pricing model, Google merchant feed manager, Instagram feed & gallery manager, video gallery & manager, VAT pricing toggle, ratings & reviews integration, new shipping partner integration, MOTO payments capability and Quotations module.

Our ability to present solutions, ideas and enhancement to Pavestone and deliver these features and functions in. scheduled sprints means that the Paving Direct website is able to continually evolve and offer its users a better experience. Our joint aim with Pavestone is to ensure that Paving Direct is the best ecommerce website in the paving and landscaping vertical.


YoY conversion rate growth


Growth in AOV


Increase in Customer Lifetime Value


Growth in traffic volume

The Results

The website was launched in October 2017 and within six months Paving Direct is already up 89% of its projected revenue, with rapid growth in both customer groups (end-users and landscapers). Based on the business plan the website is out performing projections in all KPIs.

Looking to drive better growth in your business? Get in touch with our expert team.

Every day, we’re challenged to increase conversion, drive more targeted traffic and blow KPIs out of the water. Every day we do. Fancy challenging us too?