Reviving eCommerce Site Performance through Technical SEO: A Case Study on TotalHomeSupply.com
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Functions
- Quality Assurance
Use Cases
- Traffic Monitoring
- Transportation Simulation
Services
- Testing & Certification
About The Customer
TotalHomeSupply.com (THS) is an eCommerce website that offers a wide range of products for homes and businesses. Their inventory includes air conditioners, heaters, fireplaces, and appliances. Initially, they were using Volusion as their eCommerce and shopping cart platform, which was a suitable solution for their business size. However, as their inventory expanded and the need for site customization increased, they required a more advanced enterprise solution. This led them to migrate to Mozu, a more robust version of the Volusion platform they were already using. Despite the initial post-migration challenges, THS was committed to improving their site's performance and enhancing their customer's shopping experience.
The Challenge
TotalHomeSupply.com (THS), an eCommerce website selling products for homes and businesses, was facing significant challenges with their eCommerce platform, Volusion. As their inventory grew and the site’s customization needs increased, they required a more robust enterprise solution. They decided to migrate to Mozu, a more advanced version of Volusion. However, post-migration, THS experienced a significant drop in organic traffic and transactions. Organic traffic, which historically made up more than 65 percent of visits and more than 40 percent of all conversions, dropped nearly 35 percent. Transactions were down 21 percent. Although the conversion rate improved by 24 percent, the overall revenue was down by 7 percent. Further analysis revealed that traffic to category pages was down by 25 percent and product page traffic was down by more than 50 percent. The migration coincided with Google's rollout of Panda 4.2, which further complicated the situation.
The Solution
To address the issues, THS identified and fixed technical flaws within the Mozu platform that were preventing the site from being indexed efficiently. The biggest issue was with category page pagination, which required executing JavaScript and was not being crawled by Google. THS worked with Mozu to update the JavaScript-loaded pagination URLs to static pagination URLs and added a “NOINDEX” rule to their robots.txt file. This allowed product pages to get crawled easier and kept the paginated URLs out of the index. In addition to fixing technical issues, THS also focused on improving content quality. They pruned more than 100 category pages and over 1,000 product pages that had low-quality content. They improved the keyword targeting and content quality for the remaining category pages and rewrote product page copy for most of the remaining product pages.
Operational Impact
Quantitative Benefit
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