UK-Based Manufacturer Gains 23% Global Traffic Growth After OCC to OSF Migration

Summary

We partnered with a renowned UK-based pottery manufacturer operating in 35 countries. We facilitated their migration from Oracle Commerce Cloud Classic (OCC) to Oracle CX Open Storefront Framework (OSF), ensuring seamless data transfer and enhanced content compatibility. Additionally, we identified and addressed SEO-related issues to enhance site functionality and increase organic traffic, making the migration a success.

The Challenges

Before partnering with Invedus, the client faced several functionality and SEO-related challenges:

• They were still using the outdated Oracle Commerce Cloud Classic (OCC) with the Knockout.js framework.
• The site load time was 8 seconds, which could increase the bounce rate for future visitors.
• Legacy technology was causing issues with mobile responsiveness, indexing of new pages, and site performance.

The Solution

We first addressed the client’s primary requirement of migrating their e-commerce platform from the outdated Oracle Commerce Cloud Classic to the newer Oracle CX Open Storefront Framework (OSF) with React.js support.

Migration began in August 2022, starting with 100 individual category pages. We quickly increased our pace and completed the entire catalog, including product, category, variation pages, and an additional 900 pages, within two months.

We proactively identified SEO gaps and provided the client with a detailed report outlining technical SEO requirements that needed to be resolved during the migration. We fulfilled this within the next month.

Our team of four experienced professionals focused on improving the following technical aspects:

• Reduced load time to 2 seconds, with a 4-second load time for highly dynamic pages.
  
• Ensured full mobile compatibility and responsiveness of content post-migration.
• Optimized URL structure to align with page content.
• Implemented product-centric schema markup to meet search engine requirements.
• Refined XML sitemaps and Robots.txt to ensure the right pages were crawled and indexed promptly.
• Rechecked canonical tags to eliminate duplicate content and ensure proper redirection.
  

Given the scale of their e-commerce platform, we prioritized preserving organic traffic and ensured no loss in traffic during or after the migration.

Results and Impact

After completing the implementation, we saw almost immediate results and continued to monitor the site to ensure long-term stability.

Thanks to improvements in site speed, indexing, and other technical SEO aspects, the client experienced significant traffic growth across the three domains we worked on: Worldwide, UK, and US.

Worldwide Statistics

• Yearly Comparison: +23.17% increase (2,237,245 visitors) since January 2022.
• US Traffic Growth: +87.04% year-over-year rise.
• UK Traffic Growth: +27.97% year-over-year rise.

Technical SEO Milestones Addressed

• Improved site load time to 2 seconds, with a 4-second load time for high dynamic pages.
• Ensured full mobile compatibility and responsiveness post-migration.
• Optimized URL structures for better page alignment.
• Implemented product-centric schema markup to meet SEO standards.
• Refined XML sitemaps and Robots.txt for accurate crawling and indexing.
• Rechecked canonical tags to remove duplication and maintain correct redirection.

Conclusion

These improvements in technical SEO played a pivotal role in driving sustained organic traffic growth and ensuring the success of the client’s e-commerce migration.