Winning several prestigious awards for innovation, Intelex are undisputed market leaders in the ‘Heatable Soft Toy’ category. Now operating for more than 25 years the company has sold tens of millions of heatable products worldwide.
Intelex reached out to Star Digital in 2018 to upgrade their existing website from the Magento 1 platform to Magento 2. With the original brief to ‘lift and shift’ the website to Magento 2, Star Digital were tasked with the heavy lifting of all content such as product pages, CMS pages, pricing groups, categories, orders and customers.
Once the website was in place Intelex wanted Star Digital to be their digital marketing partner moving forward and to help with all ongoing SEO tasks.
Project Strategy and Approach
Using a B2B template in Magento 2 with brand styling and layout instructions supplied by the client, Star Digital migrated all content from the old website and quickly moved this to the new platform. A blog section was also implemented to assist Intelex with their content marketing and position the brand as a thought-leader within the industry to further establish their position as market leaders.
Star Digital took control of all 301 redirects by collating all links using Screaming Frog. This provided a comprehensive list of all links which were then redirected to the relevant, new links.
Moving forward, Star Digital worked hand in hand with the Intelex team to continually optimise the website and improve the user-experience. Changes such as modifying the registration process, optimising Google Analytics by using Google Tag Manager and implementing ecommerce tracking funnels all helped to improve website performance. This provided a foundation to really kick on and meet the KPIs set out by Intelex.
Star Digital ironed out an effective SEO strategy which would focus on the following:
- Desktop and mobile speed performance
- Missing meta titles and descriptions
- Missing Anchor and ALT text
- Broken external links
- Images over 100KB
This helped to resolve all technical and on-page SEO issues which was harming the brands ranking on search engines.
As well as using industry leading tools, Star Digital verified the website via Google Search Console to ensure Google would index the website correctly (something that was not done previously).
The website was successfully moved to the Magento 2 platform on time and on budget, providing a solid base to grow Intelex’s customer base and digital marketing support which varied from SEO, social media ads and digital marketing consultancy.
“Star Digital work closely with us to deliver website support and digital marketing services. Their team of experts are always on hand to help with any development/marketing needs which we’ve found extremely useful. We’re delighted with our successful partnership so far and we look forward to what the future holds!”
Darren Ingram, Director, Intelex Group.