New eCommerce: A big step made of smaller steps

Since the end of 2020 and as part of Imaginarium's transformation both strategically and digitally, we decided to migrate our eCommerce to a new platform in Magento 2.

These were some of the most important projects during the migration.

Migration of content and pages with SEO relevance.

We identified and prioritized the pages with the most SEO relevance within the eCommerce and blog to ensure that when we made the platform change, these pages retained their authority.

Integration with Google Tag Manager, Analytics, Google Ads and Data Studio.

The change of platform could lead to some measurement errors regarding traffic, conversion and sales, among many others, since the internal structure of the eCommerce and the urls would be different. This has been a constant work of monitoring through the integration of the Google environment, Magento 2 and our internal structure.

Creation and adaptation of the navigation menu.

The new strategy based on parenting moments was the guide for the complete restructuring of categories, sub categories and names. All focused on facilitating user navigation and showing the most valuable things we have.

Reclassification of the stock according to the new strategy based on breeding moments.

As a result of the strategic reclassification of our value proposition based on parenting moments, we re-categorized it into the new categories and parenting moments.

Editorial renewal.

Based on the new company strategy and SEO strategy, we renewed the wording of the value proposition of our products.

New look and feel.

The new platform allowed us to improve navigation and create a visual style as part of the general communication and production concept that we started to execute in the creativities of the products and sections of the new eCommerce.