Background
Valspar was facing limitations with its legacy website, built on an older version of Umbraco, that couldn’t scale or deliver the level of digital experience needed for a rapidly growing online audience. The existing site reached mostly users already ready to buy, but lacked tools for inspiration, guidance or post-purchase support. Additionally, there was no robust tracking or goal measurement, making it unclear how users engaged with the site or how marketing efforts converted.
Solution
We migrated the site from Umbraco 7 to Umbraco 10 and delivered a flexible, scalable CMS using Umbraco (front-end + headless via Heartcore) that could support Valspar’s broad catalogue and evolving content needs. We designed a refreshed user interface with a modern design system, simplified user journeys and streamlined paths to purchase (linking to retailers rather than direct selling). A main highlight was the creation of a “Virtual Assistant”, built with microservices, headless CMS and integrations, which helped users pick colours by uploading photos, visualise paint in their own spaces, calculate coverage and receive decorating guidance. The in-house team received CMS training so they could manage and publish content independently.
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year-on-year increase in website conversions
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year-on-year increase in website sessions
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year-on-year increase in website users
Impact
The new digital experience led to a 66% increase in website conversions, a 23% uplift in sessions, and 35% more users overall. The improvements broadened Valspar’s reach, attracting people earlier in the buying journey (inspiration, research), and made the decision process easier for users facing a very wide product choice. The site’s performance, UX, and functionality helped position Valspar as more accessible and user-friendly, supporting both brand perception and commercial outcomes.
“Thanks to Enjoy for transforming our ambitious vision for the Valspar website into reality. We’re very proud of our new digital experience; it’s received a lot of positive feedback from our customers, and it’s delivered some fantastic results, too.”
