Giving the iconic skincare brand a migration makeover
Born in the unspoiled hills of South Australia, Jurlique is world-renowned for connecting people across the globe to the transformative powers of nature with high-performing, natural skin care. The company’s deep knowledge of botany, biochemistry, and natural healing helps people around the world cultivate radiant, healthy looking skin.
Jurlique’s website performance and organic traffic has a lot of potential, but wasn’t yet seeing the right results.
The team at Jurlique knew they were missing out on important opportunities for sales and growth, but didn’t have any in-house SEO resources to help with addressing the issue.
Website replatforms carry substantial risk from an SEO perspective if the SEO migration isn’t handled correctly, with sites typically experiencing drops in traffic and search visibility. Given our expertise in Demandware website migrations and the global nature of Jurlique's online footprint, they engaged us to mitigate these risks as much as possible.
SEO migrations can be a challenge when the SEO component isn’t considered from the beginning of the website development process, but our strong web development background means we have the technical know-how to weave in SEO with development from the get-go. Having completed several migrations on Demandware previously, we knew the intricacies and quirks of how the platform works from an SEO perspective, giving us a framework to build our strategy on. Further to that, having a strong web development partner in Tryzens with whom we’ve worked with on other projects allowed us to weave our processes into the project timelines more effectively.
We accurately planned all of the work leading up to the migration over 6+ months. To begin the transformation process, we dug in with a detailed discovery session, keyword research, and an assessment of site structure and information hierarchy. This included a review of all meta data, the correct implementation of redirects, and a health check of all technical and on-page SEO factors affecting website performance.
We met with all key stakeholders to agree on lines of responsibility and specific team roles within the project in order to ensure efficiency, quality, and deadlines were met. We maintained direct communication with the Jurlique and Tryzens teams via regular WIPs, emails, project management software and face-to-face meetings. This close partnership allowed things to move faster, with everyone clear on the exact role they needed to play.
Within a few weeks, we had completed our discovery phase and gleaned the necessary data and insights to guide our strategy. We began work on an extensive site migration and page optimisation, moving multiple sites into one and helping consolidate Jurlique’s international strategy and user experience.
The website’s optimisation included URLs, page titles, meta descriptions, page headings, fall-back data and dynamic alt tags for images, all implemented by the Yoghurt Digital team via Demandware. We also updated Google Analytics tracking to include enhanced e-commerce and updated the 301 redirect mapping.
Finally, we held both pre-launch and post-launch website reviews. Our pre-launch involved a technical audit to ensure the site’s foundation was sound. We worked with Tryzens and the Jurlique team to ensure everything was in place before launch. For our post-launch review, we ensured all of the work we implemented was carried across to the new, live site.
With the many months of work that was put into the migration, the only remaining question was around impact. And while it’s common for there to be small drops in traffic post-launch of a new website - particularly after a complete redesign and replatform - we not only mitigated any drop in traffic but actually saw rapid performance improvements across the board.
Thanks to Yoghurt Digital’s dedicated approach to collaboration, accountability, and quality, our new website is benefiting from significantly more effective SEO with organic traffic in double digit growth. Their data-backed strategy and expertise in site migration have allowed us to build a solid SEO-led technical foundation with impressive increases in both site sessions and sales.