Recovering sales after a Shopify migration

Overview

In 2022, a premium furniture brand approached us after experiencing a significant setback—a sharp drop in rankings and visibility following their migration to Shopify. The challenge was clear: not only did we need to recover this loss but we also had to accelerate growth in a fiercely competitive market.

Two years later, we are happy to report that we have not only regained the lost revenue but have also achieved an impressive annual growth rate of 100%. This case study outlines how we overcame the initial hurdles and the strategies that drove this turnaround.

The Challenge

• Following their Shopify migration in May 2022, the brand experienced a steep drop in organic revenue, alongside a fall in clicks and impressions to their lowest levels
• The immediate task was to restore and surpass the pre-migration visibility and traffic levels to achieve sustainable growth
• Establishing strong organic rankings across key product categories was crucial to driving sales and recovering market position

Our Strategy

To address these challenges, we implemented a comprehensive, multi-faceted strategy focused on site structure and content optimisation, fuelled by data from Macaroni.

1. Site Structuring:
   • We expanded and refined product categories to enhance site navigation and improve user experience. This included the implementation of a new faceted navigation system in November 2023, which significantly boosted traffic to collection pages
   • Optimised internal linking structures and improved site filtering options to make it easier for users to find specific products, thereby increasing user engagement.
2. Content & SEO:
   • Developed and deployed targeted content strategies to capture traffic across various high-intent keywords
   • Refined keyword strategies to align with user search behavior, ensuring that high-converting keywords were prominently featured.
   • Conducted regular technical SEO audits to maintain optimal site performance and improve page loading times, which is critical for both SEO and user experience

The Results

Our strategies yielded impressive results, demonstrating the effectiveness of our approach to recovering and exceeding pre-migration performance levels.

Core Growth Areas

• Since implementing our strategies, overall visibility increased by 200%, with traffic doubling. Organic sales have shown consistent month-over-month growth
• We saw substantial growth in critical product categories, particularly in collections like wood types and coffee tables. This growth was driven by our refined site structuring and targeted content efforts.

Key Metrics

• Following the initial dip post-migration, impressions increased by 3,236.63%, and clicks by 3,107.34% from their lowest points
• Year-over-year comparisons show substantial growth in clicks and impressions, with a 157.98% increase in clicks and a 98.56% increase in impressions in August 2024 compared to August 2023