Enterprise ecommerce fashion brand
Dunnes Stores were migrating to a new ecommerce platform, presenting an opportunity to optimise the site structure during changeover. We identified content and technical opportunities to unlock non-brand traffic growth post-launch.
dunnesstores.com
01 - The challenge
Dunnes Stores were migrating their website to a new ecommerce platform. We needed to work within the platform’s limitations while protecting traffic during the migration and setting the site up for long-term growth post-launch.
02 - What we did
We worked closely with the trading team to plan a new site structure, significantly expanding and optimising existing PLP pages. Alongside this, we improved internal linking across the site and produced new SEO-led content across key commercial pages.
03 - The results
Organic non-brand traffic increased by 35% YoY. Visibility and traffic from AI search grew 10 x YoY.
Organic non-brand traffic continues to rise post-migration (blue dot). The post-live YoY increase in non-brand traffic was 35% factoring in a small dip directly after the migration date.