Powering Up With A Magento Upgrade

Industry

Vehicle & Accessories

Services

Website Upgradation, SEO Retention, UI Optimization

Technology

Magento

Client Objective

Retain Traffic Revenue Through Migration

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Introduction

Our client manufactures and sells smart gear for vehicle-based adventures. Their roof racks, water tanks, tents, awnings, drawer systems, and camping accessories are enjoyed by casual campers, the U.N., overlanders, NGOs, outdoor enthusiasts, and extreme athletes. Their products have a well-deserved reputation for quality, intelligent design, and durability.

With market presence in eight countries, including the US, UK, Germany, France, Australia, South Africa, and Eastern Europe, their goal has always been to keep their site up to date with the latest technology while continually achieving a consistent growth in online sales.

Challenge

Complicated Structure

The Magento 1 website was incrementally developed adding feature by feature over several years, which made it a little complex and harder to administrate.

SEO Retention

Given the fact that outdoor gear industry is a mature e-commerce sector where distributors compete to grab the top positions in search results, going for an upgrade bore the risk of drop in SEO rankings, and traffic.

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What We Did?

We began with a thorough analysis of the client’s website. It was built in three different languages-French, German and English and they were experiencing a huge number of visitors with a monthly traffic ballpark of around 250k.

A website upgrade was necessary, not only to keep it up-to-date with the latest technology but also to provide its visitors with better features and experience. That said, it takes years to build on search rankings, website authority, and online presence. Given the fact that the outdoor gear industry is a mature e-commerce sector where distributors compete to grab the top positions in search results, going for an upgrade bore the risk of drop in SEO rankings, and traffic.

If done incorrectly by an inexperienced team, the site could even be completely wiped off by Google. For such a major deployment, an upgrade from Magento 1 to Magento 2.24 Enterprise Edition initially seemed to be a daunting task.

We started off by benchmarking the pre-launch SEO metric to ensure that the rankings, traffic, and authority remained unaffected. The search engine ranking for the site was maintained by customizing URLs for post types such as Forums, Blogs, and Pages.

Project Initiation

Requirement Gathering

Design

Project Planning

Development

Creating post types with the same slugs as current website, and keeping the post titles and aliases consistent helps keep the URL format same post-upgradation. For the unique non-post type categories, tags and such, slugs are manually created for different sections and categories in Magento 2.

Our team upgraded their store to Magento 2 and customized the storefront experience as per their requirement. A fully functional, responsive website with a customer-friendly interface and similar design scheme was rolled out ahead of the deadline. The new website could handle the visitor load of their booming business without any lag or breakdown.

We offered our client tools that analyze, optimize and strategize their whole business model, working simultaneously to boost every aspect of their online presence. Their team was made a part of the post-upgradation process to improve their efficiency and capability to perform various functions afterwards.

Outcome

Quite often the reason behind an upgrade is to give customers a better experience and thus improve conversion rates. The transit wasn’t easy. The site could lose SEO juice and its visibility in search results but our careful and well-defined approach ensured that the transit was smooth.

Not only the traffic but organic keywords, domain authority, backlinks, referring domains and other SEO metrics remained untouched.

The site gained momentum within one month of its upgrade and thus was able to drive consistent traffic to the site. The website’s SEO profile along with other parameters were perfectly retained. Nothing was lost during the process.