PRYA.

A high-stakes migration, with a record-breaking outcome.

Introduction.

PRYA, a renowned online retailer of women’s jewellery, approached us in the summer of 2024 with a critical mission: ensuring a seamless website migration just before their peak season in October. With significant SEO momentum and a portfolio of top-position, revenue-driving keywords, maintaining and enhancing their organic search presence was pivotal.

We not only achieved this but also propelled PRYA’s organic presence and website sales to new heights, resulting in their best-ever performance throughout November and December 2024.

The challenge.

PRYA needed a smooth website migration to retain rankings for essential keywords while simultaneously optimising their new website for improved user experience, faster performance, and higher conversion rates. The migration involved substantial technical and strategic SEO considerations, coupled with tight timelines and the potential risks inherent in any large-scale site migration.

The solution.

After immersing ourselves in PRYA’s brand, we created a comprehensive strategy built around three key pillars.

Pre-migration preparations.

Laying the foundations with impeccable organisation, a clear plan and strong communication is key for any migration.

  • Migration Strategy – We created a comprehensive migration roadmap detailing all tasks and data points essential for success.
  • Design, UX, and CRO Consultation: Collaborated closely with PRYA’s team to optimise the new website’s design for user engagement, SEO and conversions.
  • Technical SEO Audits: Conducted rigorous audits on both the existing Shopify site and the new staging site to identify and resolve any technical issues.
  • URL Mapping & Redirects: Carefully planned and executed a comprehensive URL mapping strategy to preserve link equity and rankings.
  • Site Speed Optimisation: Provided detailed recommendations for code improvements, which significantly enhanced site performance.
  • Content Creation: Developed optimised content for critical categories and key revenue-driving pages.

Go-live execution.

As with any website migration, our thorough planning and organisation meant the go-live day was smooth and hiccup-free.

  • Ensured full support throughout the process, with instant communication between all parties on the migration run-up, execution and debrief.
  • Addressed last-minute technical challenges identified in the final staging and live site reviews.
  • Implemented faceted navigation best practices tailored to the platform’s limitations, ensuring the site launched on schedule without sacrificing SEO potential.

Post-migration & ongoing optimisation.

Since the migration, we have continued to refine the website’s performance.

  • Organic Strategy: Regularly updated keyword research, tracking and strategy to boost visibility for competitive, revenue-driving terms.
  • Meta & Schema Optimisation: Continually enhance and test meta titles and descriptions for improved CTRs and conversions, along with key structured data markup to enhance search result appearance.
  • Content and AI Innovation: Leveraged our in-house developed image recognition AI model for bulk optimisation of image alt texts.
  • Technical SEO Support: Providing ongoing consultation for PRYA’s future projects, including plans for international expansion.

The results!

All figures are September-December 2024 compared to the same period in 2023.

E-commerce performance.

  • Revenue – Increased by 48% within the first three months post-migration, with continued growth since.
  • Conversion Rate – Helped improve online store conversion rate to 3.08%.
  • Best Performance Ever – November & December 2024 delivered record-breaking revenue, new & returning customer retention and order volumes.

SEO & traffic gains.

  • Organic Traffic – A 51.7% increase in clicks YoY.
  • Keyword Rankings – Retained top rankings for critical revenue-driving keywords.
  • Cross-Platform Acquisition – Leveraged organic search as a cornerstone while amplifying traffic from complementary channels, ensuring broad reach and sustained growth across both organic and paid platforms. 

A word from the client.

“The results from this migration have exceeded our expectations. Toby & Jack’s planning and execution safeguarded our SEO performance and pushed us to new heights.”

– Royal Johnson, founder/owner, PRYA.

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