eCommerce Migration

– CASE STUDY –

How leading an eCommerce migration to a new architecture delivered a 175% increase in sales YoY.

– THE CHALLENGE –

“The website wasn’t right, we knew that.

We worked with Luke; putting him at the centre of digital to tell us why, understand impacts on our business and see what it should look like.

The results speak for themselves – it was great working with Luke.”

Andrew Percival, Managing Director, Mayflex

The brief:

During extensive analysis of their website, it was clear there was a number of fundamental issues that were impacting SEO but more importantly customer experience, usability and creating an unnecessary waste of precious dev resources.

It was clear that to tackle these issues head on, it would be easier to replace and start from scratch. Convincing the business to say ‘yes’, however was a challenge.

Key challenges:

  • Getting buy-in and approval from key stakeholders and decision makers
  • How to migrate to an all-new website without eroding SEO performance
  • Working out how to move to a new ecommerce design without frustrating or confusing customers
  • Convincing decision makers that there is a positive ROI in the site migration project

The results

  • A 175% increase in online sales year-on-year
  • A strong increase in the number of repeat customers and sales
  • A new eCommerce website that’s up to 3x faster than its predecessor
  • An almost instant increase in CRO and AOV
  • Dramatically improved visibility on highly competitive terms
  • A new product taxonomy making it easier for customers to browse/buy
  • Restructuring and re-aligning teams for increased efficiency and improve communication

How did I help to deliver a successful migration?

Primary focus was conversion followed by SEO

The new website has to cater for its audience first and then supporting those key foundations with an effective and robust SEO strategy.

It’s important to get this the right way around as ultimately customers buy from you, not search engines. Equally, there’s more to traffic than just organic.

Building a site with a narrow-minded view of just SEO is destined to fail.

Migrating Equity-rich and core URLs was paramount

For an SEO migration to be successful, all URLs have to be considered, but there’s a strong priority that URLs that drive a healthy amount of sales and SEO equity.

The same approach was used here – this ensures all key ‘money pages’ are safely redirected and are preserved on the new website.

Building robust logic and rules

When it comes to eCommerce SEO these fundamental rules are essential. Mayflex is no exception.

With millions of URLs that each needed to be migrated to their new locations on the new website, this was no small migration. Handling these manually would have been seriously counter-productive and largely unnecessary.

Developing the correct redirect logic and rules was centre-stage to the success of the migration.

Proactively collecting qualitative feedback

Once the migration had been delivered, it was essential to constantly monitor vital KPIs and SEO metrics to ensure nothing untoward was taking place before deeming it a success.

Equally, just because the migration is technically sound doesn’t always mean that customers deem it a success.

An important, final step in the migration project was to capture qualitative feedback from customers and users and address their feedback proactively.

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