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How Infidigit helped with the Strategic Migration of 16 Brands to a Unified Platform

The Client

A premier fashion and lifestyle shopping platform based in South Africa, featuring 16 in-house retail brands, encompassing clothing, footwear, jewelry, sportswear, mobile & technology, and home & furniture. Their diverse brand portfolio enables innovative in-store and online retail experiences, driving their vision of creating remarkable omnichannel experiences for their customers.

The Objective

To merge all 16 in-house brand websites which cumulatively contribute to nearly 1 M visitors into a single omnichannel platform. The major objectives included:

Successful migration of the 16 brands.
Retaining and recovering revenue post-migration within 3 months post-migration.
Retaining and recovering traffic post-migration within 3 months post-migration

The Challenge

The migration project was complex due to its magnitude, requiring meticulous planning, mapping, and redirection of over 100,000+ URLs. The primary challenge was the project’s scale, while the secondary challenge was to regain the authority and user base of all 16 individual brands on a single platform.

The Solution

Once the objectives were clearly defined, Infidigit created a comprehensive campaign featuring the following points:

Benchmarking

Infidigit compiled data for top-performing pages, index page count, and page speed scores to benchmark the SEO efforts before the main migration. This data was crucial not only to meeting but also to surpassing pre-migration performance metrics.

Strategic Approach

Infidigit formulated a strategic plan to execute this complex migration, meticulously considering the client’s requirements and key performance indicators (KPIs). This strategy aimed to preserve traffic and prioritise user needs, ensuring a holistic and effective solution.

URL Planning & Mapping

For each brand, pages were categorized based on their status as top traffic generators, high search visibility targets, and revenue generators. Over 100,000+ pages were meticulously mapped to ensure comprehensive inclusion in the migration process.

Technical Assistance

Infidigit collaborated closely with the client’s resources to facilitate a seamless transition. Engaging in brainstorming sessions helped tailor strategies to the available resources. A comprehensive technical checklist was crafted, providing detailed guidance to the engineering team on SEO essentials, including taxonomy development, SEO-friendly page structures, and metadata templates.

Content Planning

Initiating Migration

The migration began with four domains, extracting valuable insights into potential threats and challenges. These learnings refined the approach for subsequent migrations. The migration unfolded in phases, transitioning four domains each week to manage potential risks. Infidigit conducted real-time audits to identify and promptly address critical errors, ensuring a seamless migration experience.

Performance & Post-Migration Monitoring

Post-migration, Infidigit closely monitored the website’s traffic, conversions, and search engine standing. A post-migration checklist was diligently maintained to secure optimal outcomes, monitoring indexation numbers and other technical parameters, assessing their impact and prioritizing accordingly.