The Background
Hera Ray, formerly Gypsy Hill Hardware, approached us in late 2023 to help transition their e-commerce store to a new brand identity and migrate from Wix to Shopify whilst preserving their existing SEO and referral links. This work was to be completed behind the scenes to maintain their established online presence during a complete platform migration and rebrand from gypsyhillhardware.com to heraray.com.
The Solution
We developed a comprehensive migration by mapping out the existing site’s structure & URLs to ensure a seamless migration between platforms. Our team implemented 404 redirects where Wix and Shopify’s default URL structures differed, ensuring customers would be properly directed to corresponding pages on the new domain when it went live.
For the new brand’s website design, our solution focused on creating custom features to improve the customer’s shopping experience and increase the average basket value. As Hera Ray’s user base is predominantly made up of mobile users, we created a bespoke mobile-first homepage design to highlight key areas of the website for mobile users.
As part of this rebrand, Hera Ray were also launching a new and personalised product. To support this functionality, we integrated personalisation options and custom product templates for this product and any future customisable items.
We built an interactive “Build Your Door” feature, allowing customers to visualise and design their perfect front door using Hera Ray’s product range, with direct basket integration for seamless purchasing. Product pages were complemented by a “Shop The Look” feature for product bundles, making it easy for customers to recreate Hera Ray’s most popular door designs. We also built a separate “Shop The Look” section on the website for customers who want to browse looks for inspiration.
Throughout the build, we maintained strong technical SEO foundations with appropriate heading structures, meta tags and clean code implementation. In addition to this, we identified areas where we could make content management easier for the Hera Ray team and created solutions to suit. This included simplifying their installation guides so similar products could share steps in the installation process, whilst still maintaining their own guides, to make it easier for Hera Ray to quickly update content across multiple products and pages.
Post-launch Hera Ray reported much higher website visitor numbers and didn’t experience any drop off in traffic as a result of their migration and rebrand work with us.
Design: Before & After
Before
After
Final Design
