Manage At Home
Manage At Home provides daily living aids and is part of Medequip, the leading provider of community equipment services to local authorities and the NHS across the UK. Founded in 2009, the online retail part of the business helps older adults and people with disabilities live safely and independently. Manage At Home collaborated with Growthack to transition its website from a CMS that was over 10 years old (3ex) to Shopify. The project went beyond technical migration. The aim was to make the site faster, simpler and more accessible, with a design that truly supports the needs of an older audience.
Industry
Home & Lifestyle
Company Size
+1,000 Employees
Timeline
12 Months
+320% Organic Sales 90 Days Since Shopify Website Launch
The challenge
We faced a significant challenge managing redirects for thousands of existing URLs because Shopify cannot implement pattern redirects for active pages.
This limitation posed risks to search visibility and user experience, as these redirects do not retain SEO authority or cannot be tracked effectively. To address this, a meticulous one-to-one redirect mapping process was undertaken, manually creating thousands of redirects for products, collections, and key landing pages. Although time-consuming, this approach ensured reliable redirects, maintaining search performance and user trust during the transition to the new Shopify platform. The migration to the new Shopify product names presented challenges, as many old URLs no longer matched their new counterparts due to updated product numbers. To address this, a cross-referencing process was initiated, exporting both old and new URLs into separate lists. A formula was used to match URLs based on shared product numbers, successfully aligning most products. For unmatched items, a manual search was conducted on the staging site to find similar product names. It was later discovered that changes in product numbers contributed to these mismatches, prompting adjustments in the process. This blend of automated and manual efforts ensured accurate URL mapping, protected search visibility, and helped returning customers easily find their desired products while preserving existing search equity and preventing broken user journeys.
The approach
Our approach centred on reducing friction and cognitive load at every step.
Simplify the navigation structure to reflect real-world needs such as bathing, mobility and daily living aids. Prioritise clear, high-contrast text and larger clickable areas to support older users with reduced dexterity or vision, whilst staying in line with the brand’s colours. Streamlining checkout to remove unnecessary steps and build confidence in completing online purchases. Providing additional support features that support users at different stages of the purchase journey. Consolidate redundant content to guide users to fewer, clearer pathways based on intent. This ensured that people looking for practical support, whether shopping for themselves or for someone they care for, could find what they needed quickly, understand their options, and complete a purchase without confusion or hesitation. The migration became an opportunity to rethink the entire digital experience from the perspective of Manage At Home’s audience: people who depend on accessibility not as a feature, but as a necessity. The buying journey was redesigned to make shopping simpler and more reassuring for older users and caregivers. On product pages, key information such as specifications, compatibility details and delivery timelines was grouped together in plain, easy-to-read language. Images are large and zoomable, and key actions such as “Add to Basket” remain visible at all times. VAT exemption guidance is clearly positioned, helping users understand their options without confusion. Beyond the redesign, several new usability features were introduced to support customers at every stage of their decision-making journey. These include: Compare with other products Save for later Share product These features were built to give users flexibility and control. Some may want to compare similar items before deciding, others may prefer to save a product and return later, and caregivers often need to share product links with relatives or clients. Together, these tools help users move through the site confidently at their own pace, making the overall experience more inclusive and supportive.
The Results
Total revenue increased by 139.8% year over year, driven by higher engagement, stronger conversion rates, and greater customer activity across key events.
Site-Wide Revenue Up +139.8% Post Migration
Organic Revenue: +211%
Organic Transactions: +320%
Organic Conversion Rate: +164%
Organic Shopping Orders: +416%
"We have been working with Growthack from their start. Kevin and his team provide not only expertise in organic search optimisation, but great communication and care for our business in the way they work. We recently relaunched our website, and their advice and attention to detail played a significant contribution to a seamless migration with immediate positive results in orgainic visit activity."
Matt Ward
Head of Retail
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