Windscreen Wipers
Shopify Plus platform migration skyrockets brand visibility and achieves record sales
- +102% Uplift in organic visibility
- +68% Keyword improvement
- +226% Uplift in P1-P3 keyword rankings
- +66% Increase in organic revenue YoY
- +59 New keywords in P1
Project overview
Windscreenwipers.co.uk is an ancillary brand of Vertu Motors plc, selling a wide variety of windscreen wipers to fit almost any vehicle. Their extensive range of high quality, value-for-money wipers come from brands such as Bosch, Michelin, Lucas, Valeo, and Blades.
Their aim was to take a bigger market share from competing brands by launching a best-in-class eCommerce solution. This would remove risk and reduce long-term costs by creating a scalable and future-proofed infrastructure.
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The brief
The primary goal of this project was to re-platform four of Vertu Motors' ancillary eCommerce websites from two bespoke platforms onto Shopify. This would create stores which are scalable in software, functionality, and resource over a phased 24-month period.
The new eCommerce stores would need to integrate with their existing custom built Registration look up tool (VRM), enhance the user journey and Cost Value Reconciliation (CVR), and mitigate against any drop in organic SEO performance.
Herd proposed a careful SEO platform migration to Shopify Plus stores, with custom theme design, and ongoing SEO support from re-launch.
Key objectives
- Careful platform migration to Shopify Plus for all four websites over 24 months, starting with Windscreenwipers.co.uk
- Conduct a robust SEO migration of all products and data
- Develop a custom Shopify Theme, with design refreshes throughout
- Activate marketing channels, providing ongoing support for SEO to help drive traffic and business growth post launch
Project highlights
An SEO audit and careful platform and data migration to Shopify Plus. This mitigated a decline in organic search visibility whilst integrating existing data and maintaining conversion rates.
The new site boasted record sales on launch, which is very rare so soon after a site migration.
Use of ‘sections’ (component-based design) to allow Vertu staff to add or build into any new page with ease – empowering them to do more in-house in the future.
We also used Launchpad to schedule themes, allowing them to change content efficiently to drive sales and promotions.
We integrated their VRM Registration look-up tool to improve UX and conversion rates.
We implemented custom discount functionality using Shopify Functions, and product bundling solutions to discount and match single and twin blade packs. This assists with upsells and conversion rates.
