CLIENT
T. H. Baker
INDUSTRY
Jewellery
TECHNOLOGY
Magento
About Customer:
T.H. Baker, established in 1888, which was a family-owned business, has firmly positioned itself as a prominent independent jeweler. While evolving into a leading brand, T.H.Baker maintains its core values of excellence, affordability, and exceptional service across all its renowned stores in the U.K.
T.H. Baker’s years of legacy in the jewelry and watch industry allow them to form a strong foundation for its modern incarnation, having the same principles while seeking innovative avenues for growth. This expansion includes an online platform created by the Rock Technolabs team showcasing the finest men’s and women’s jewelry and timepieces. As an authorized jewelry dealer, their primary aim is to extend the same caliber of customer service and products to online shoppers, offering peace of mind through their fully satisfied purchases.
T.H. Baker owns 23 stores scattered throughout the Midlands and southern England, each staffed by knowledgeable and passionate teams eager to assist customers. With an ongoing commitment to development, they strive to provide an even broader selection in the future. For a deeper dive into T.H. Baker’s history, you can check out their Company History page.
Client’s Needs:
T.H. Baker team wanted to migrate their site from Magento 1 to Magento 2 for a number of reasons their precious site was having several issues related to performance, the website was taking too much time to load, resulting in a higher bounce rate and loss of conversions, plus website was lacking some essential feature that is only present in the latest version of Magento, and they really desired for a site through which customers can order watches and jewelry without facing any bugs or frontend issues.
Besides this, their website lacked high-quality images, there were some good images earlier, but that was not properly optimized, resulting in heavy site data. Also, there was no proper text for the images like exact pricing, category, type, and more; hence, this was also becoming a reason for low sales volume.
They were also looking for 3rd party payment gateways for secure acceptance of credit and debit card payments, including transactions through other payment methods. They wanted to integrate all types of payment, like redirection, on-site, and off-site, so their customer doesn’t feel like his preferred payment mode is not accepted by the seller.
Their last requirement was related to GA4 as they want to get more insights into customer preferences and buyer’s journey. GA4 is the latest release of the Google Analytics platform that offers more functionalities and data. T.H. Baker team specifically desired to track some specific data to get details regarding interaction with the product, roll-up reporting, cross-device & cross-platform insights, scroll tracking, video engagement, and also considering some automation in reference to other analytics data.
Challenges:
This project took us approximately 1000+ hrs, which our developers faced multiple challenges related to tracking of website data, migration from Magento 1 to 2, payment integration, optimization of different product pages, and some other small issues related to unwanted codes and bug fixation.
While migrating the site from Magento 1 to 2, we were facing multiple performance issues, including low speed in the admin area, poor cron job schedule, and insufficiency in database setup. Also, there were issues related to the checkout process as while testing, we were getting some malicious redirects, and the checkout page wasn’t loading; at the same time, we found out there was some harmful code in a website’s SQL code, which is usually inserted by hackers to get the access to the website database.
Plus, after properly optimizing all the category and product pages, we saw that in the search bar, we were unable to find some of the products and categories, which was arising due to some bugs; our developers tackled this issue by changing some customization setting, and improving the backend code.
We optimized and uploaded almost all the images on the site, however with some images, we were facing issues like the image text was showing, but the graphics of that product weren’t visible; we made many changes and applied some tweaks, though still the problem persists, later on we realized that path to images and stylesheets was not correct, either because of an incorrect base URL or because server rewrites; nonetheless this challenge was too later resolved by our Magento experts.
Solutions:
We take pride in announcing our successful resolution of all the Magento issues on their website, plus the site’s successful migration from Magento 1 to Magento 2. Our developers did their best by first creating a proper strategy, considering all the issues that could be part of this project, and then implementing all the process that was required for the high-tech execution of their e-commerce store.
As mentioned above, we addressed multiple issues on the site, such as product graphics were not visible, for which we verified server rewrites setting and Adobe Commerce/Magento Open Source server’s base URL. We also tried to deploy static view files using the Magento setup:static-content:deploy command.
As T.H. Baker deals in the premium jewelry and watch business, security was on our top-most priority list, so For one step ahead security in the T.H. Baker store, we used strong passwords, scanned the whole website with the Magento scan tool & reviewed the security conformance, set up automatic backup for the site, and we created a unique URL for admin dashboard.
Additionally, we customized their business profile on TrustPilot Review, including their about us section, contact information, and some other details like this so that they can connect with their potential customer and showcase their credibility and trustworthiness to the new viewer.
Furthermore, we set up and created multiple events in GA4 that encompass measuring clicks on buttons and links, analyzing scrolling depth on different product pages, tracking form submissions, wishlists, add-to-bag, purchases, download bracelet size guides, and many such big and small events.
Final Result:
All our efforts for T.H. Baker projects bring remarkable results in terms of traffic, visibility, engagement, and sales on their store. Our Magento developers assisted them in bringing 86% more sales with 112% more traffic and 56% sell bounce rate. Along with this, the T.H. Baker site is ranking on the 1st page of SERP for the local keyword, and after analyzing the GA4 data of previous 4 months, we came to the conclusion that users are staying on the site for a longer time use to excellent customer experience, and seamless navigation.
