Wordpress to Shopify re-platform
About
Mizuno is a company passionate about sports – helping customers find their inspiration for 100 years and counting. When they approached Convert Digital regarding a new website, they were seeking an online customer experience that was synonymous with the well-renowned, sought-after Mizuno brand name.
Convert Digital where engaged to provide the following services website design and development, a transition from WooCommerce/WordPress to Shopify, followed by an upgrade to Shopify Plus, and the maintenance of their current organic search authority and visibility through a well-planned migration with Calibre Nine.
Solution
Convert Digital’s task was to deliver a full re-platform from WooCommerce/Wordpress to Shopify (followed by an upgrade to Shopify Plus), geared towards numerous improvements and features, including:
• Streamlining of content heavy pages/marketing information
• Adding golf and baseball as product offerings (which were previously only offered in the US/UK)
• Filter-by-sport for stockist locator
• Adding the functionality to book a golf club fitting in Australia (using Timely)
• Inclusion of dynamic, visual brand content on each product page, i.e. running specifications
• Advanced product filter by running technology, price, sport and more
Content migration
Specialist SEO Agency, Calibre Nine, were also engaged to drive the content migration process – including a technical SEO audit to flag issues affecting site rankings and a full competitor keyword analysis. Through a holistic, strategic approach, Calibre Nine mapped out and redirected 600 pages – managing to both maintain Mizuno’s traffic post-migration, while also driving a significant increase in organic traffic.
The resulting web experience is visually sharp, fully optimised for a streamlined user experience that is tantamount to the Mizuno brand. This also created a solid foundation for the launch of an SEO campaign to drive organic visibility for generic keywords and branded search helping to exponentially increase traffic and revenue.
Some key achievements
Working alongside both Convert Digital and Calibre Nine, Mizuno have achieved some impressive results:
10%
Decrease in bounce rate
24%
Increase in sessions
49%
Increased organic keyword visibility
43%
Increased keyword visibility (SEM Rush)
26%
Increase in total clicks (Search Console)
50%
Increase in total impressions (Search Console)
“We approached Convert Digital in 2020 when we were looking to re-platform our website from WooCommerce to Shopify. We had a vision of what we wanted and from our first meeting we felt Convert understood the brief and had the best knowledge and recommendations to help us get to where we wanted. The process was seamless, they were incredibly knowledgeable, professional, helpful and easy to work with.Since the completion of the project, we have seen a significant increase in traffic, reduced bounce rate and positive uplift in online revenue. One of the most notable measures for us is the continuous positive feedback from both customers and internal stakeholders. This has allowed us to take full advantage of the strong shifts to online through a turbulent retail period. We look forward to continuing to work with the team at Convert Digital."
Alexandra Chew (Ecommerce Specialist, Mizuno)
"We first engaged Calibre Nine in 2020 when we were migrating our website. We knew this would be big task and one that required expertise in the area to ensure our current pages didn’t lose any of their current search engine visibility. Calibre9 was proactive, professional, and knowledgeable, allowing us to focus on other key areas of the website build, knowing that the SEO work was being capably handled. Once our new website was complete, we approached optimisation with a renewed focus and have already seen huge movement and page 1 jumps for non-branded search terms, which was one of our key visibility goals. All SEO metrics continue to show positive growth and we are encouraged to see this continue through the 2021 calendar year. Calibre Nine’s expertise in this area ensured we were applying best practice to our migration and as such we continue to see the results” Alexandra Chew, E-Commerce Specialist, Mizuno
Alexandra Chew (Ecommerce Specialist, Mizuno)
