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Migration · 6 weeks
Cocoon Care sell bamboo swaddles and sleep bags to Indian parents, many buying for an infant with eczema. Hundreds of products and years of ranking history sat on a build nobody could change.
30-min call with a senior lead · Reply within 1 business day · NDA on request
Conversion, from 1.5%
Organic traffic
As reported by the client.
Cocoon Care make bamboo swaddles, sleep bags and everyday babywear for Indian parents. Much of it is bought for infants with eczema, where the fabric is the product and the parent already knows what to look for. Hundreds of products, tens of thousands of orders and years of search rankings say the demand was there long before we arrived.
The store underneath had aged badly.
Years of plugins and patches had made it slow, and most of these parents shop on a phone. A page that takes its time on mobile data is a page a tired parent closes. The catalogue was working harder than the storefront that was meant to be selling it.
The second problem was worse. The marketing team could not change a banner or a landing page without a developer, so campaigns sat in a queue. Speeding up WooCommerce was possible. It would have bought a few months and fixed neither problem properly, because both were built into the age of the platform.
We decided the phone was the design target, not the desktop. Parents buying for eczema read the fabric before anything else, so composition, certification and wash care would sit beside the price rather than in a tab further down. Sizes would be given by age as well as by measurement, because that is the form the question arrives in.
Migration was treated as the whole risk rather than as a step in the plan. Products, orders, customers and every ranking URL had to arrive intact, which meant mapping the old addresses to the new ones before launch rather than after it. We put the catalogue clean-up first, because an untidy catalogue is where migrations fail.
Speed was chosen as a conversion feature, not a scorecard. With a catalogue this size and an audience on mobile data, the fastest route to more orders was removing the wait rather than adding persuasion. Handing page building to the marketing team was the second lever, because campaigns that ship land while they still matter.
The product page leads with what a parent came to check, and the lifestyle photography moved below it, because a parent buying for eczema is verifying a fact rather than being sold a mood.
On a phone the page is one column with nothing floating over it. The add to cart control stays reachable while the fabric details are read, and the review section loads only when it is reached.
Parents buying for eczema check composition and certification first, so those details sit with the price instead of inside a tab further down.
The question arrives as an age rather than a measurement, so both are shown and the age leads.
Years of ranking authority was the most valuable thing being moved, so every old address pointed at its new page on the day of launch.
The marketing team builds banners and landing pages itself, so a campaign never waits for developer time.
The migration was the whole risk. Hundreds of products, tens of thousands of orders and years of ranking history moved across through Matrixify, with every old URL mapped to its new one before launch. Customer records came too, because a parent reordering the next size up should not have to start again as a stranger.
The catalogue had not been tidied in years. Duplicate variants, several names for the same size and titles written by different hands all had to be reconciled before anything moved. That work is unglamorous, it took longer than either side had allowed for, and it is exactly where migrations fail. Nothing moved until it was clean.
The build targets a mid-range phone on mobile data, not a laptop on an office connection. Images are sized and served for the device asking for them, and nothing loads that the page does not use. Templates were then rebuilt as sections the marketing team edits without us, with Search Console watched daily through the switch.
05Key solutions
The parts of the build a visitor would point at.
Products, orders, customers and every old URL moved together, so years of search authority landed on the new store instead of being lost.
Pages are sized for a mid-range phone, so a parent on a slow connection is not left waiting for a product image.
Banners and landing pages are built from sections, so marketing ships a campaign without raising a developer ticket.
Composition, certification and wash care sit beside the price on every product page.
Returning parents keep their order history, so buying the next size up takes a couple of taps rather than a fresh registration.
The catalogue can be narrowed by age band as well as by measurement, which is how parents describe what they need.
06The result
What changed after launch.
Conversion, from 1.5%
Conversion rate went from 1.5% to 3.5%. On the same traffic, that is well over twice as many parents finishing an order. Nothing was added to the catalogue and nothing changed about the product itself.
Organic traffic
Organic traffic is up 30%. The rankings survived the move and then improved, which is what happens when years of authority land on pages a phone can open quickly. The redirect map did the surviving part and the speed work did the improving part. Neither would have counted for much without the other.
The marketing team also ships its own campaigns now, so nothing sits in a queue waiting for a developer.
That was not the headline requirement when the project started. It is the change the team notices every week, and it is the reason this store will not age the way the last one did.
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07The finished site
Live, and running the business it was built for.
Visit the live site (opens in a new tab)
08In their words
We were nervous about the rankings and about the order history. Both came through. Nobody has raised a developer ticket for a banner since.
09Tech stack
What it is built on, and what it talks to.
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