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Embroidery Library, a machine embroidery design company, came to Brandography to improve their website performance and functionality. Its heavy infrastructure held back their marketing team while causing slow load times and numerous technical SEO issues.
The Hurdle
Migrating to a new platform while saving wish lists and past orders from a large base of existing customers.
The Challenge
Limited ability to implement UX and SEO improvements without help from developers.
Technical issues caused areas of the website to break unexpectedly.
The Results:
42%
Increase in Organic Traffic to Product Pages
93/100
Speed Score Increased from 27/100
Our Approach
- Migrate to Shopify for a more powerful eCommerce solution.
- Improve site search and filtering so users can find products more easily.
- Cross-promote related products and inspirational projects on product pages.
- Improve organic rankings with a data-driven approach to creating product categories.
I’ve truly enjoyed working with Brandography! Chad and Leila have been instrumental in boosting our social media presence. For example, our Facebook Lives used to have very little visibility, but with their expert insight, we’ve grown our following to thousands of views and hundreds of comments! Leila has also provided invaluable coaching on improving our content, whether it’s on our business page or in our Facebook group, she always offers helpful tips and feedback."
– Sammi Forbord, Marketing and Social Media Specialist at Embroidery Library Inc.
Embroidery Library’s website couldn’t keep up with its growing product catalog and customer base.
Instead of being an inspiring creative outlet where embroidery enthusiasts could go for patterns and project ideas, the website became cumbersome and difficult to use, plagued by frequent technical issues.
With an infrastructure that couldn’t keep up, Embroidery Library’s marketing team was unable to do simple updates and UX improvements without help from their development team.
Migrating from Bagisto to Shopify was the first step towards making their website easier to use. When customers could filter and sort products with intuitive categories, it allowed them to find the exact patterns they were looking for, no matter how granular the search.
Not only did upgrading their platform solve technical issues, it also drastically increased site speed from 27/100 to 93/100, making the user experience better all around.
Switching to Shopify greatly improved site performance, but it posed the challenge of migrating thousands of wish lists to prevent Embroidery Library’s large customer base from losing their favorites. Brandography made this a seamless transition with Swish/Wishlist King, while also allowing for scalability as their customer base grows.
Another challenge was developing a custom app that would allow customers to access previously purchased patterns – a core aspect of Embroidery Library’s business. The volume of customer data was so great that it broke prebuilt app options, and Brandography had to build a new app from scratch to accommodate the vast amount of data.
By making the website easier to update, Embroidery Library’s marketing team now has the power to do quick updates without waiting for help from developers. The massive boost in speed and improved searchability has made it much easier for customers to filter through thousands of embroidery designs to find exactly what they’re looking for.
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