Marshalls migration drives 234% revenue rise

Marshalls owned multiple gardening brands, each with its own website, creating a fragmented experience for users. The sites varied in design, content and functionality, and some were not mobile-friendly despite the majority of traffic coming from mobile devices.

There was a need to consolidate the three websites into a single platform while maintaining clear user journeys, product visibility and good SEO performance.

We reviewed each of the legacy websites to identify the essential pages to migrate, advised on SEO accessibility issues and the new platform's performance during the design process.

• We also completed a comprehensive URL mapping exercise so the old URLs would redirect to their new location, preserving equity, inbound links and visits to bookmarked pages.

• Regular reviews of the Shopify eCommerce store occurred throughout the website build. We worked with Marshalls' designer to ensure an optimal menu and navigation. Our team also identified some inherent flaws in the default Shopify setting that would potentially interfere with organic visibility.
  

• The new platform migration allowed for the consolidation of the legacy sites into a single mobile-accessible, user-friendly integrated domain. The new platform had an updated CMS and design intended to display products quickly and create product publication efficiencies via the Shopify platform.

The site launched in 2020 with the refreshed, clean design, and the legacy domains switched over individually in the following days.

Performance compared against the same metrics of the three legacy sites combined in the previous period (Aug 6 2019 - Feb 24 2020):

• Users: + 102%

• Sessions: +168%

• Transactions: +269%

• Revenue: +365%

Following one year of operation (Feb 25 2020 - Feb 24 2021), organic traffic of Marshalls Garden compared to all three legacy sites YoY (up to launch): 

• Users: +15.7%

• Sessions: +28.7%

• Transactions: +140.5%

• Revenue: +234%