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OZtrail levels up on Shopify Plus

Full migration to Shopify Plus, ERP integration and SEO migration.

OUTCOME

  • Migration

PLATFORM

  • Shopify

Background

OZtrail, a beloved leader in Australia’s camping and outdoor equipment industry, has long been seen as a household name. As the brand has expanded into eCommerce in recent years, it became clear that a strong reputation would not be sufficient to gain a competitive advantage in the online marketplace.

Recognising the limitations of their current website platform, OZtrail hired Perceptiv Digital to create a new Shopify Plus site and manage a comprehensive SEO migration. The project started with an in-depth audit of the existing site, which allowed the team to identify opportunities and prepare key SEO elements well ahead of the new site’s launch.

The end result was a smooth transition that not only met, but surpassed expectations. Following the launch, ongoing SEO enhancements were implemented to ensure long-term growth and performance. OZtrail now has a strong eCommerce platform that is fully optimised to support their ongoing success in the digital space.

OZtrail’s Goals

  1. A successful migration with a carefully constructed plan to reduce or eliminate the risks typically associated with replatforming.
  2. Deliver the necessary frontend and backend functionality to support the marketing and sales activities and goals.
  3. Create a website with unique sections built for purpose and ease of use to enable the OZtrail team to efficiently build out internal pages without the need for a developer. 
  4. End up with a consolidated and improved tech stack, with Shopify Plus handling eCommerce marketing and sales, whilst the ERP handles product information, inventory and fulfilment with a Middleware sitting between both systems.
  5. Consolidation of multiple brands into one site.
  6. Maintain a fast website with a high conversion rate and low bounce rate. 
  7. Increase AOV.

How We Did It

  • We worked closely with the internal team and maintained a regular cadence of meetings during the product to ensure alignment from all stakeholders.
  • The use of metaobjects for multiple outcomes allowed for streamlined data enhancement.
  • Custom fit for purpose sections were developed inline with the designs.Section controls were thoughtfully built out and refined. 
  • We worked closely with their internal team to ensure the field mapping between Shopify Plus and their ERP was well thought out and robust.
  • Integrating with a partner built app to ensure strong Upsell and Crossell offers were in place to increase AOV. 

Based on the positive experience for Oztrail during the migration, they have chosen to partner with Perceptiv Digital for ongoing work under our Performant brand as they look to grow and expand their presence in the retail space.

Challenges

The only challenge for this build was the volume of stakeholders involved in the project. Having a large internal team meant that not only was a regular stakeholder wide meeting cadence required but there was a high volume of break off meetings. Keeping everyone on the same page is critical when working on a project of this size.

SEO Migration 

For OZtrail’s website migration, we started with refining the product category structure, before lining up all URL redirects, and updating internal links to ensure a seamless transition. GA4 data tracking was set up and tested, along with benchmarking and a minor SEO audit pre-migration. Post-migration, we conducted comprehensive SEO audits, addressed any issues, and closely monitored site and page performance to ensure sustained growth and visibility.