THE RESULTS
In 2016 La Sportiva decided to migrate its CMS and redesign its website to grow its eCommerce. We had the chance to build the new set-up on SEO, Google and UX best practices from the start. Organic traffic grew by +126% right after the relaunch and by more than +350% in the first 5 years.
+126%
Organic traffic after migration
+350%
Organic traffic growth in 5 years
52%
Share of total traffic from organic search
The Challenge
A CMS migration and a new design put existing rankings at risk. At the same time, the business wanted double-digit digital growth in its main markets and to expand the brand internationally.
Our scope covered 6 countries in the D-A-CH region, Italy, France and Spain.
In some markets La Sportiva was well known but lacked online authority, which limited its rankings for important non-brand searches.
THE SOLUTION
We defined the CMS must-haves, the new URL structure, the site architecture and the templates, and supported the in-house IT team with technical SEO. The new design templates followed UX best practices and Google’s Quality Rater Guidelines, which helped us improve on-page content and the conversion rate after the relaunch. We also fixed further technical SEO issues and created a filter category feature, so the team could launch better segmented categories. Based on keyword research in each language, we wrote on-page content guidelines for the marketing team, and we launched digital PR content to build authority in weaker markets.
OUR APPROACH
001
Define the CMS must-haves
002
Migration checklist and go-live
003
On-page content guidelines per language
004
Digital PR to build authority
