How we helped Yogamatters achieve a 19% increase in total sales

The Challenge

While the pandemic increased demand for sportswear and yoga equipment, higher demand highlighted that the Yogamatters website had become outdated, making growth difficult to achieve and our marketing activity less effective. We decided that a new Shopify Plus website was the way to go, and that the site would have to offer flexibility to showcase different products in different types of ways, as well as replicate complicated cart script functionality from the previous site. Our technical SEO team had to ensure that any negative impact of migrating platforms was limited and did not drastically impact the search rankings that we had worked hard to achieve.

Strategy

PPC

PPC is one of the biggest channels for this brand, working in conjunction with our multi-digital marketing strategy. Our team worked on maximising spend whilst aiming for a minimum of 800% ROAS. We worked closely with the Yogamatters team to deliver profitable Performance Max campaigns to promote specific products and collections from the Yogamatters inventory. Through a combination of Google Search, Microsoft Search and Facebook ads, we steadily increased return on ad spend, website traffic and conversions.

SEO & content

Our SEO strategy involved regular audits to ensure we are addressing any SEO issues quickly and efficiently. From here we could also monitor the position of key pages to identify opportunities to overtake competitors or regain any lost positions through improved on-page content.

Magento to Shopify migration

As a number of URLS were changing due to the platform change, we carried out a robust migration plan to limit negative impact on organic rankings. As well as a thorough redirect import and checks, we contacted several high profile websites to ask them to update their links accordingly to preserve domain authority.

Shopify Plus development

Though best in class at the time it was built, their Magento 1.9 site had a large amount of technical debt and legacy code which meant that changes to the front end were laborious and troublesome, and changes to the back end were difficult to achieve without affecting several other functional areas in tandem.

A Shopify Plus build was the obvious solution, allowing the Yogamatters team (as well as our own) to customise their website easily and quickly, freeing up time to focus on growing the brand.

We first embarked on a full technical, front end and user experience audit with Yogamatters to pinpoint their problems, goals and what was currently working for them.

Approaching the design and build from the ground up, we used historical data, rapid design prototyping, workshops and iterative feedback with the client to design a series of key journeys for every area of the site to sell key product ranges and types in markedly different ways. We identified several product page templates to be able to showcase them differently and optimise conversion through copy, imagery, customer reviews and related products.

The new website provides them the flexibility of development and deployment, ease of administration and the scalable growth needed for the next leap in their business, and has been globally recognised as an award-winning ecommerce website.