A Protective Lens

Liberty Sport

Conversion rate increased 21.4% post migration to the new design.

With their legacy site on a version of Magento that was no longer supported, Liberty Sport knew it was time for a change. They decided to look at this migration to M2 through a new lens and instead of just being a must-do security task, they saw it as an opportunity to visually enhance their B2B website for eyecare service providers with a modern updated look, mobile-first design features, and improved UX/UI functionality.

Website
www.libertysport.com
Platform
Magento 2

The Challenge

Liberty Sport was wary of moving forward with a site migration because they didn’t want to lose their existing authority and organic traffic. Their site was already generating valuable traffic and revenue, and any missteps risked damaging long-standing SEO equity. They knew a migration without a solid plan could result in broken links, a cliff dive for their organic rankings, and a significant drop in visibility and revenue. The challenge was balancing the pressing need for a new, secure and supported website with the equally critical need to protect hard-earned performance in search.

The Solution

Above The Fray guided Liberty Sport through a seamless migration to Magento 2 by combining technical expertise with a focus on long-term growth. We began with a comprehensive SEO migration strategy to not only minimize any potential traffic loss during migration but to set them up for greater organic growth over time. We reviewed the highest value pages from four different perspectives: organic sessions, revenue, backlinks, and referrals. From there, we built out the new architecture, ported over content and metadata, carefully mapped and implemented 301 redirects, and launched the new site. Due to careful planning, traffic loss was minimal and Liberty Sport’s organic traffic was fully recovered within a month post-launch.

We modernized Liberty Sport’s digital presence with a mobile-first design, improved navigation, and enhanced search functionality to better serve eyecare service providers. Additional features, including a retailer locator and layered product filtering, provided tools that streamlined the B2B buying journey and strengthened the site’s role as a sales resource.

Services

• UX Strategy & Design
• Brand Integration
• Responsive Design
• Platform Version Upgrade
• SEO Site Audit
• Backlink Audit
• SEO Migration Planning & Roadmap
• Redirect Mapping
• Migration Monitoring

Project Highlights

Liberty Sport’s redesign features intuitive UX and smart design features built with mobile devices in mind.

Mobile First Design

Liberty Sport wanted ESPs to be able to use the site as a sales tool with customers so it had to look great on handheld devices.

Improved Navigation

Making it easy to find their products was key so we improved categorization and added layered navigation for quick filtering.

Enhanced Search

Lightening fast and accurate, Liberty Sport’s new search bar facilitates search by product name, category, or use case.

The Results

These are the stats 1 month post launching the new site:

100%

Complete organic traffic recovery

31.2%

Visibility Increased

21.1%

Ecommerce conversion rate increased 

7.8%

Transactions increased

14.4%

Revenue Increased

Technologies

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