Client Situation

• Welding Supplies from Indiana Oxygen Company
• Leading multi-channel merchant in welding equipment, supplies and accessories
• Consumer experience redesign project underway

The Team

• Client – Chief Digital Officer
• SEO consultant
• Online advertising agency (pay per click – PPC)
• Razoyo
• Advertising agency led the design

Objectives

Increase conversion and branding impact of web site based on A/B testing by Advertising Agency

• Page layouts
• Product recommendations (up-sell / cross-sell based on items in cart)
• Checkout process shortened

SEO consultant provided new strategy for meta-data and content

The Digital Strategy

• Due to redesign investment Razoyo advised moving to Magento 2
• Replace extensions with built-to-suit modules
• Hosting on Razoyo Fortress Cloud for Magento

Services Provided

• Data migration (all products, customers, orders)
• Catalog/category tree redesign
• 301 redirects
• Custom SEO data structure (open graph, schema.org) based on requirements provided by SEO consultant
• Custom integrations to DataFeedWatch (they did not have a Magento 2 extension at the time) and improvements to data fed to Google Shopping Product Search
• Project management/planning
• Front end design implementation

Results

• Significant improvement in conversion rate from first week
• Maintained or improved page rank on Google search
• Easier to manage product recommendations for site admins
• Solidified working team for future projects