Client snapshot
EzyDog is a premium pet accessories brand selling harnesses, leads, life jackets and training gear. They operate across multiple global markets, with the US store at store.ezydog.com one of their highest-revenue storefronts. The US market is competitive and price-sensitive, making conversion rate and organic visibility critical commercial levers.
The challenge
EzyDog USA was running on an ageing Magento installation. The site felt slow and outdated to visitors, and the team knew conversion was being left on the table but could not pinpoint exactly where. They wanted to move to Shopify but were afraid of losing the organic rankings and revenue they had built up. Nobody wanted to touch the migration because the risk of losing SEO equity felt too high.
The diagnosis
- Over 340 indexed pages, with more than 200 being thin, auto-generated filter and tag pages carrying duplicate meta titles and no unique content.
- Core collection pages had no defined heading hierarchy. H1 tags were either missing or populated with store-level boilerplate instead of keyword-targeted copy.
- The site had no canonical tag strategy. Filter-generated URLs were being indexed and competing with primary category pages.
- Page speed scores were in the low 30s on mobile (Google PageSpeed Insights). Large uncompressed product images were being served without next-gen formats.
- GA4 and analytics configuration was unreliable. Attribution was broken across multiple sessions due to missing UTM parameters on internal links and no server-side event tracking. Conversion data could not be trusted.
- The existing site architecture had no CRO logic on collection or product pages. No cross-sell modules, no trust signals above the fold, no urgency mechanics.
- Zero structured migration plan existed. The team had no URL mapping, no redirect strategy, and no pre-migration SEO baseline document.
What we built
- Extracted and documented the full performance baseline from Magento: all indexed URLs, their traffic, rankings and backlink profiles. Identified the 80 pages worth protecting and the 260+ that needed to be pruned.
- Built a complete URL mapping sheet: every Magento URL mapped to its Shopify equivalent before a single line of code was written.
- Designed a new site architecture with the development and CRO team. A three-tier keyword intent hierarchy across homepage, collections and product pages, each tier with its own content and CTA strategy.
- Selected a Shopify theme with custom development work applied to homepage, collection templates and product page templates. All built with CRO principles: trust signals, social proof placement and a clear purchase hierarchy above the fold.
- Implemented 301 redirects for every URL using a custom redirect sheet. Zero organic equity lost in transition.
- Ran a full post-migration SEO audit against our Shopify migration checklist: canonical tags, robots.txt, sitemap, hreflang (where applicable), structured data, internal linking, meta templates and heading hierarchy.
- Implemented server-side tagging via a GTM server container. Key conversion events are now tracked server-side, removing browser-level data loss from ad blockers and iOS privacy restrictions.
- Configured GA4 with a custom attribution model to correctly separate organic, paid, direct and email revenue. Connected Shopify analytics with GA4 for cross-validation.
- Set up ongoing monthly reporting with verified data reconciliation between GA4 and Shopify native analytics.
The results
| Metric | Before | After | Period |
|---|---|---|---|
| Site conversion rate | 1.8% | 3.4% | Post-migration |
| Organic clicks | Baseline | +15% month over month | Ongoing |
| Organic revenue growth | Baseline | +7–9% month over month | Ongoing |
| GA4 / Shopify data accuracy | Unreliable | 99.5% match | Post-setup |
The business impact
The conversion rate increase from 1.8% to 3.4% is not a minor optimisation. On a high-volume US store, that delta directly translates to nearly double the revenue from the same traffic. EzyDog USA did not need more visitors. They needed the visitors they already had to convert at a rate worthy of the product. That is what the CRO-focused build delivered.
The data accuracy piece is underappreciated in post-mortems like this. Before the migration, the team was making paid acquisition and merchandising decisions on numbers they could not trust. With 99.5% reconciliation between GA4 and Shopify, EzyDog USA now has a single source of truth for every channel. That confidence changes how a marketing team operates. Decisions get faster, budget allocation gets sharper, and nothing gets dismissed as a tracking anomaly.
