eCommerce migration from Contentful to Shopify Plus

Completed in October, 2021

Project Overview

Forging a new board game empire with migration to Shopify Plus

Our aim was to help Steamforged Games create an immersive experience through their
website for customers globally to become engrossed in the world of their tabletop games through a custom Shopify Plus build, to increase user engagement
and sales.

Visit website
Steamforged Games
Shopify Plus Build
Paid Search


A selection of key highlights after migration was complete (Nov 21 - Mar 22 vs 3 June 21 - Oct 21)

Global site sessions

Average session duration

Pages visited per session

Site conversion rate

The Brief

The objective of the new website build was to migrate the existing site from Contentful to Shopify Plus whilst creating an immersive and engaging experience for users visiting the website, rather than just a place to purchase the games. We needed to create a hub for players to return to and find all the resources they needed to make the most out of their tabletop experiences, including downloadable rule books, game FAQs, and additional game peripherals.


  • Design and build a custom shopify Plus website and theme

  • Increase engagement and direct business through the new website

  • Build online brand awareness through paid marketing activity on Google including search and shopping.

  • Localised content through easy to switch global storefronts

How we did it

  • Interactive Product Pages: A key part of the initial design proposal was to create more enriching product pages to bring their games to life. Through the custom elements available on the Shopify platform, product pages featured an in-depth look at each game including striking visuals taken from concept art and detailed closeups of the character models to tell the backstory of the game. Interactive carousels allow customers to click or tap on various elements on the page for more detailed information.

  • Global Storefronts: One of the many benefits of Shopify Plus for global eCommerce brands is the ability to manage and maintain their different regional stores under one storefront at no additional cost. Integrated into the build was the functionality to allow customers to seamlessly switch between the UK, USA, and EU storefronts through Expansion stores, which offer local shipping options and currency to provide a localised content experience. This allowed us to immediately launch Paid Search activity in both the US and UK and direct customers to landing pages relevant to their geographical location.

  • Paid Search: Off the back of a new immersive website, paid search was introduced to drive additional traffic and increase direct B2C sales in the lead up to Black Friday weekend. Bespoke search ads were created for each board game IP to capture the unique settings and play styles which resonate wit hthe intended target audience.

  • Google Shopping: Shopping campaigns were also set up and structured by IP, and split out by core game experiences, expansion packs and additional game accessories. This ensured the correct level of products were being shown against the most relevant search queries.

From concept to delivery of our new Shopify Plus build, Herd have gone above and beyond our expectations. We have been so impressed with their whole team who completely understood our brief and ethos to craft a bespoke and fully immersive site which is exactly what we needed for our customer base. When they respond to a call at 10pm at night to resolve an issue, you know you have found an agency partner you can trust, who truly cares as much about your success as a business you do. We can’t recommend them enough and look forward to a long partnership with Herd going forwards.

Adam King, Steamforged

Project Highlights

Full Site Migration

Migration from a bespoke platform to Shopify Plus and website rebuild, incorporating interactive elements for an immersive customer experience.

Mobile Friendly Site

The latest design and development techniques for a mobile first approach was implemented on the new website to ensure user experience was fully optimised.

Unified International Storefronts Through Shopify Plus

Expansion stores come with all the necessary requirements for managing international eCommerce, from offering local shipping options and currency, to providing a localised content experience.

Paid Advertising

A mix of Search and Shopping ads through Google increased site traffic by 27% and site revenue by 18% over Black Friday weekend in the US.

Reviews Integration

Integration of to form the gathering of positive customer feedback to build trust signals

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