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
Platform
Magento
Magento
The Challenge
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.
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
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.
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
UX Strategy & Design
Brand Integration
Responsive Design
Platform Version Upgrade
SEO Site Audit
Backlink Audit
SEO Migration Planning & Roadmap
Redirect Mapping
Migration Monitoring
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
Project Highlights
Liberty Sport’s customers no longer need 20/20 vision to navigate their website. The 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.
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.
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.
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.
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.
Technologies
Technologies
The Results
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
100%
Complete organic traffic recovery
31.2%
Visibility Increased
21.1%
Ecommerce conversion rate increased
7.8%
Transactions increased
14.4%
Revenue Increased
VIEW MORE WORK
Business and technology are challenging enough, why add unnecessary BS? Move on up to the front and drop us a line.
Let's Chat
Business and technology are challenging enough, why add unnecessary BS? Move on up to the front and drop us a line.
Let's Chat
Business and technology are challenging enough, why add unnecessary BS? Move on up to the front and drop us a line.
Let's Chat
Contact
503-389-0277
Portland, OR
329 NE Couch St.
Rijswijk, Netherlands
070-701-3914
South Sea, Portsmouth, UK
02-394-387-794
Florence, Italy
31-70-701-3914
Contact
503-389-0277
Portland, OR
329 NE Couch St.
Rijswijk, Netherlands
070-701-3914
South Sea, Portsmouth, UK
02-394-387-794
Florence, Italy
31-70-701-3914
Contact
Portland, OR
329 NE Couch St.
Rijswijk, Netherlands
South Sea, Portsmouth, UK
Florence, Italy