WordPress + WooCommerce to Shopify Migration Case Study

58% Increase in Daily Sales within 2 months

Results Snapshot

Daily sales up 58%
34 keywords in position #1 vs 6 keywords
46% increase in conversion rate
17% reduction in drop‑outs in the checkout
4% increase in site sessions
3 second faster page load speeds

Project Overview

WordPress +WooCommerce Migration to Shopify
30 days to complete
Over 200 SKUs
8 years of customer data
Approx. 10,000 historical orders
21 pages built
Written content overhaul
Restructuring webpages to be SEO friendly
416 redirects set up
Non-standard migration with a mix of B2B & B2C orders

Client

Tatiana Active is an innovative luxury Australian pole fitness wear brand. They design aesthetically beautiful pole wear with their pole community that’s fully functional for any pole dance moves. They are also the first in the world to launch technical dance knee pads.

Challenge

Tatiana Active came to JAM for help with their Google rankings and general marketing to improve their sales. At the time, they were using WordPress +WooCommerce as their e‑commerce platform.

Screenshot of the old Tatiana Active’s homepage — Fig. 1 - Tatiana Active’s old homepage.

We identified multiple limitations with the existing WordPress+WooCommerce platform. These included:

Low conversion rates
High cart abandonment rate
Slow page loading speeds
Mobile responsiveness (accounting for 80% of traffic)
Plugin conflicts – Making changes for optimisation either required installing more plugins or highly custom coded elements. It basically became a bottleneck for their business growth.

Our client wanted to launch new paid ad campaigns, which meant more ad spend. We wanted to make sure that their website was going to convert with the best results possible.

We were tasked with migrating the entire website from WordPress+WooCommerce to Shopify within 30 days in time for their biggest sale of the year.

Process

Old Website Audit & Clean Up
Before the migration, we did a complete audit of the website. An extensive clean‑up of the old website was undertaken to make sure everything was in good enough shape before we migrated over to Shopify.
New Website Structure & Content Overhaul
We restructured the website for better usability, built a mega menu and added additional content pages. We rewrote all the website content. Rewriting all the content was critical. Firstly, to elevate the brand story in a way that truly reflected the life and passion behind the brand’s personality. Secondly, rewriting it in a natural way for search engines to recognise relevant keywords.
Data Migration
Historical orders were important to be migrated as the client needed a view of past data for returns and refunds. We migrated over 10,000 orders with custom fields pulled from several WooCommerce plugins.
Testing & Launch
We set up over 400 redirects to preserve existing URLs structure and search‑engine keywords ranking. We then conducted vigorous testing across all viewports, devices and operating systems to ensure every element of the new website is responsive. All customer journeys were also tested.

Results

This is probably the juicy part you’re probably waiting for. The results were so positive, we had to triple check the metrics to believe it.

Sales

Daily sales on average are up by 58% compared to pre‑Shopify migration. Same ad spend.

SEO

#1 Google Keyword Rankings

Our client already had a good foundation of organic keywords they were ranking for. Some of their keywords were ranking on the 1st or 2nd page already, but not the first spot. We worked on optimising these keywords a few months prior to the migration; progress was there but slow. After moving to Shopify, this happened.

We went from 6 keywords in the #1 Google position to 34 Keywords in #1 Google position. We also gained 136 keywords on the first page of Google and 96 on the second page. What value do rankings drive, you ask? 62% of traffic is taken by the first 3 spots in Google. #1 position receives 33% of search traffic. #2 position gets 18% and #3 position gets 11%, and it decreases from there.

Screenshot of Tatiana Active’s keyword ranking positions before and after Shopify migration. — Fig. 2 - Tatiana Active’s keyword rankings before and after migrating to Shopify.

A huge contributor of these improved rankings was Shopify’s built‑in product schema. Read more about E-commerce schema here.

Impressions

Website impressions increased significantly since JAM were onboarded to work with Tatiana Active. After the Shopify migration, we saw a huge jump.

Page Load Speed

Since the move to Shopify, we have seen improvements in page load speeds of about 2-3 seconds. Faster load time leads to better ranking on search engines. Studies have found that if a page takes longer than 3 seconds to load, over a quarter of users will click away. Just think about your behaviour when you come across a slow loading website, you will most likely get frustrated and potentially leave.

Conversion Rates

Having clear next steps, no distractions and a clean UI all contribute to improving conversion rates. Having a really easy checkout with the least amount of fields to fill in the checkout process is also key to improving cart abandonment.

Screenshot of Tatiana Active’s old WooCommerce cart page with multiple checkout actions. — Fig. 4 - Tatiana Active’s old WooCommerce cart page, highlighting multiple user actions before checkout.

Screenshot of Tatiana Active’s new Shopify slide-out cart, providing a simpler checkout flow. — Fig. 5 - Tatiana Active’s new Shopify slide‑out cart, reducing steps and minimising interference before checkout.

Sessions to Purchase

We saw a 46% increase in conversion from user sessions to purchases.

Add to Cart to Purchase

Comparing cart data before and after the migration, there was a 17% increase in customers adding to cart to completing the checkout. We truly believe Shopify has the best‑in‑class checkout. There are currently more than 100 million Shopify ‘Shop‘ users who can log in and experience a 1‑click checkout experience, drastically reducing cart abandonment.

Screenshot of Tatiana Active’s old WooCommerce checkout page with static fields and no product images. — Fig. 6 - Tatiana Active’s old WooCommerce checkout page, showing a static layout without auto‑complete address checking or product images.

Screenshot of Tatiana Active’s Shopify checkout flow, featuring ‘Shop Pay’ auto-filled details. — Fig. 7 - Tatiana Active’s Shopify checkout flow, featuring a pre‑filled ‘Shop Pay’ experience and 1‑click payment.

Site Sessions

We care about site sessions because that’s more people and time you have to impress them with your brand, product, or service.

No. of Site Sessions

4% increase in the number of site sessions due to an increase in Google visibility from improvements in keyword rankings. Ad spend remained unchanged.

Time spent on site

Users on average are now spending 26% more time on the Shopify website. An improved website structure, product page layout, navigation and content all contribute to this.

Wrap Up

These amazing improvements are not too good to be true. All these metrics are clear indicators of how changing platforms could help improve your e‑commerce website. Don’t leave your website on an outdated platform. Your website is one of your biggest business assets—let it work the hardest it can for you. It should reflect your brand, your products, and your ethos. Impressions do matter.

If you want long term sustainable growth, you need to invest in your website. It’s your front door and entire shopping experience.

Wanna know more about how you can improve your e-commerce website? Chat to us. We’d love to problem‑solve with you.

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