Challenge: The transition to GA4 and migration of other tracking and analytics tools, ensuring that the impact of the replatform, marketing efforts and customer behavior over time could be easily and consistently measured
Solution: Establish an extremely robust data layer for Google Tag Manager, helping lay the groundwork for the transition to GA4
An off-the-shelf app can be a great way to save development time and empower merchants to complete everyday tasks without developer intervention. In this case, however, it turned out the potential analytics app identified early in project discovery was not going to meet their more complex DataLayer or event tracking needs without customization. Command C helped establish, implement and test a DataLayer that maintained existing attributes and events under the new product structure and site UX, appropriately integrating with Google Analytics via GTM, looking ahead to a seamless transition to GA4. . Universal Analytics will be decommissioned by Google in favor of GA4in July of 2023.
Challenge: Product pages with multiple add to cart, different mobile/desktop experiences, and a season-aware product variant selector need to accurately communicate availability and set shipment/delivery expectations
Solution: Command C created a custom product page to deal with the special challenges of this product type including the ability to add multiple quantities and multiple sizes to the cart at the same time
New for this build are product pages that are “season aware”, taking full advantage of the transition to a product variant structure that more accurately reflects the true nature of the data Furthermore, seasonal availability often overlaps and each PDP must communicate shipment and delivery expectations to customers, while accurately representing inventory availability/purchaseability and sale pricing.
Prior iterations of the site leveraged completely separate PDPs for season-specific products, resulting in duplication of product data and, with little opportunity for automation, increased administrative effort as well.
Challenge: Three additional sub-brands were not part of the initial project, but needed to be migrated from outdated, disparate and difficult-to-maintain platforms to Shopify, where an experienced team would be able to manage them long-term
Solution: Leverage the strictly defined product data structure, highly customized frontend tooling, and the flexibility of the native Shopify platform to efficiently migrate three additional sub-brands.
Armed with a deep understanding of native Shopify capabilities and a clearly defined list of needs for each brand, the client approached Command C to aid in the transition of each brand, one at a time, to Shopify. Each store has a list of unique needs, but shares product data structure and DataLayer and leverages many of the same Apps and theme components behind the scenes. The technical discovery that kicked off the primary site build along with all of the information documented during development of the primary store means that each store, though different on the surface, is able to benefit from foundational improvements to the others now and in the future.
Command C established a development and deployment workflow that clearly defines shared features and allows for future enhancements to be deployed across multiple instances in an efficient, reliable manner.
At the conclusion of this transition, the merchant is now well-positioned to grow with ease. Wink!
Visiting the site, you might now have a new appreciation for the work that goes into an ecommerce store with meticulously-defined product data and unique shipment and availability needs, such as flower seeds and bulbs. The behind-the-scenes work helps make the magic on the site work seamlessly, where customers don’t even notice all the moving parts going on to make their plant-search quick and easy.
Thanks to this migration the site has already seen a 38% increase in ecommerce conversion rate. For a technical migration, not only was Command C able to transition the site onto Shopify Plus in a timely manner, but also enhance the customer experience, resulting in a huge conversion uplift.