Clothing Shop Online, the premier online destination for comfortable attire at the lowest wholesale prices, came to Corra to improve their site performance in time for the upcoming holiday season. The experience was slow, its extensions were not working properly, and CSO’s team was unable to perform even basic merchandising tasks. After a site evaluation, Corra determined that the site was not salvageable in this state, prompting a rapid replatform from Magento 2.0 to 2.2.5, just three days before Black Friday.
With the holiday season approaching, Corra sprung into action with an aggressive plan of attack: compress all timelines, extend functionality from Magento’s base Luma theme, and prioritize SEO readiness so there was no drop in traffic during the holiday season.
The UX team conducted an audit that identified quick-win improvements to the Luma theme including customization to the homepage layout, addition of multi-select filtering on product pages, and a customized mega menu. Improvements were made for the mobile experience to make color swatches and sizes easier to cycle through. The site was also integrated with Bluecore ESP (email service provider) and their custom ERP (enterprise resource planning) system within this timeline.
A site launch can cause a dip in organic traffic and, in this case, there was no time for recovering during the holiday. Corra produced a technical SEO execution plan that fit all typical best practices in the timeline, a 301 redirect plan, and preserved rich snippet results for product and customer review data. A multi-functional robots.txt file was created to accommodate the Google Shopping Feed bots, Image-bot, and Mobile-bot.
Since this under-the-wire reboot, conversion has increased 61% overall, with mobile up 82%. Bounce rates decreased by 28% and traffic grew by almost 10%.