Services: SEO (E-Commerce, Shopify & Technical)
Industry: Direct-to-Consumer (D2C)
4x No. of Purchases: +320% YoY
3x Organic revenue: +211% YoY
Conv. rate: +164% YoY
Project Length: 12 Months
4x Organic Purchases
+320%
3x Organic Revenue
+211%
The Client
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.
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.
– Matt Ward, Head of Retail, Manage At Home
The Challenges
Creating a Reliable Redirect Path for Every User
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.
Complex URL Matching After Product Renaming
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.
Our 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.
Improving the user buying journey
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.
Server-side Tracking Setup with Elevar
To maintain accurate performance data after the migration, server-side tracking was implemented using Elevar. This solution improved data reliability by reducing loss caused by browser restrictions and ad blockers.
Post-Launch Checks
After launch, the site underwent a full technical review to identify and resolve any issues. A complete crawl was carried out to detect broken links, metadata gaps or crawl anomalies. This process helped confirm that the new Shopify structure was clean, fast and easy for both users and search engines to navigate.
The Results
Across the entire site, the results following the Shopify migration show a clear and consistent upward trend.
Overall, these results highlight a successful migration that has strengthened both usability and commercial performance, achieving measurable growth while maintaining accessibility and ease of use for every customer.
Site-Wide Revenue Up +139.8% Post Migration
Total revenue increased by 139.8% year over year, driven by higher engagement, stronger conversion rates, and greater customer activity across key events.
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, Manage At Home
Between September and December 2025, we saw strong, sustained growth in key SEO metrics:
- Organic Revenue: +211%
- Organic Transactions: +320%
- Organic Conversion Rate: +164%
- Organic Shopping Orders: +416%
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We’ve received multiple awards and recognitions for our team, clients, and partners.
“This went beyond SEO and aligned positioning, messaging, content, and design to drive business growth. Real results with direct SEO-attributed revenue and acquisition. Growthack delivered a comprehensive approach, including developing a new website to establish a strong foundation.”
“The campaign demonstrates a strong strategic approach, clearly aligning SEO with business growth beyond standard keyword rankings. Results achieved within 18 months are outstanding, including a direct impact on lead generation and revenue.”
“This website delivered remarkable results, with our team demonstrating excellent budget management. Our ability to optimise ad budget allocation has returned impressive outcomes with the integration of digital data in shaping product decisions.”
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Copyright © 2020 – 2025. Registered in England and Wales No. 12868240. VAT Reg GB392684357.