From Endless Upgrades to a Unified Experience

The Solution

The Granite Group partnered with Verndale to develop a digital strategy focused on unifying the customer journey and streamlining backend operations. Verndale led a phased implementation approach, starting with a soft launch of a corporate site to establish the new content framework and brand experience.

With that foundation in place, Verndale guided the ecommerce migration to a single domain: thegranitegroup.com. Navigation and site architecture were unified to make exploring, learning, and purchasing easier without friction.

To support ongoing optimization, Verndale implemented advanced analytics, including GA4 and custom data layers, giving The Granite Group visibility into how customers interact with content and categories—insights the team never had before.

The Outcome

The new site brings marketing and commerce together in one place, eliminating the need to toggle between domains. With the ecommerce and CMS now built on Optimizely Configured Commerce, The Granite Group has reduced upgrade fatigue and freed internal teams to focus on strategic initiatives.

Analytics now power real improvements, like click tracking, which reveals high-interest product categories like Plumbing and Tub and Shower, guiding layout refinements, and content prioritization. What was once based on assumptions is now driven by clear user data.

Since the launch in 2025, website sessions grew by 22% in January and 31% in February year-over-year. User retention rose by 5% in January and 22% in February compared to the previous year. With a modern, scalable digital foundation, The Granite Group is now equipped to grow smarter and have a customer experience that works as hard as they do.