01 / Behind the approach
The decision behind the approach
Validate redirects, checkout, catalogue data and tracking before treating the migration as complete.
02 / Behind the approach
The scope at a glance
- Platform Migration and Data Cleanup
- Feed Optimization and Structured Data
- Campaign Rearchitecture
- Scale and Improve
01 / Understand
Find the point where the decision becomes difficult.
Combine journey observations with the questions your team hears from customers. Separate uncertainty about the offer from a technical error or an avoidable extra step.
- Inventory critical URLs, product data, customer journeys, integrations and measurement dependencies.
- Inspect representative pages and devices.
- Distinguish errors from unanswered questions.
- Record the eligible starting population.
The working decision
Find the point where the decision becomes difficult.
Inspect representative pages and devices.
02 / Improve
Make one useful change easy to evaluate.
Define the intended behaviour and the change that could support it. Review wording, controls, validation and the route to the next step before rolling it out.
- Test redirects, catalogue behaviour, checkout and essential integrations against the agreed requirements.
- Keep scope and ownership explicit.
- Check keyboard and phone interaction.
- Verify success and error states.
The working decision
Make one useful change easy to evaluate.
Keep scope and ownership explicit.
03 / Evaluate
Follow completions into their later outcome.
A submitted form or placed order is an intermediate event. Review whether the change helps produce suitable enquiries or orders that can be fulfilled, and document any trade-offs.
- Review errors and customer outcomes after release, with clear owners for issues and an agreed recovery plan.
- Check the primary measure and guardrails.
- Include rejected enquiries or cancelled orders.
- State the comparison and its limitations.
The working decision
Follow completions into their later outcome.
Check the primary measure and guardrails.
03 / Behind the approach
How the approach fits together
1. Define what must survive the move
Inventory critical URLs, product data, customer journeys, integrations and measurement dependencies.
2. Validate before launch
Test redirects, catalogue behaviour, checkout and essential integrations against the agreed requirements.
3. Monitor the transition
Review errors and customer outcomes after release, with clear owners for issues and an agreed recovery plan.
04 / Behind the approach
What to measure
- Migration integrity: critical routes and integrations passing checks.
- Transaction continuity: reliable order completion and records.
- Post-launch performance: observed changes with other interventions separated.
Report the observation period, the source of each measure and any changes to the way data was collected. Compare like with like before treating a difference as improvement.
Does moving platforms guarantee better advertising returns?
No. Platform, creative, pricing and campaign changes can overlap. Explain what changed and avoid attributing the whole outcome to the migration alone.
Remove every field or step?
Remove work that serves no useful purpose. Keep the information needed to route, prepare or complete the request, and move detailed collection to the appropriate later stage.
Treat a positive movement as a proven winner?
Review sample size, the comparison and overlapping changes. Where the evidence is limited, use it to decide the next test rather than claim a settled result.
Migration integrity
critical routes and integrations passing checks.
A signed-off checklist of critical URLs, journeys and integrations.
Transaction continuity
reliable order completion and records.
Order tests and reference transaction records before and after release.
Post-launch performance
observed changes with other interventions separated.
Comparable performance records with other changes documented.
05 / Behind the approach
Discuss the project in context
Our team can explain the project scope, the measurement approach and what supporting material can be shared. A useful comparison starts with your current journey, operating conditions and business priorities.
06 / Behind the approach
When this approach is relevant
Use this as a starting point when the obstacle and operating conditions resemble your own. The first discussion should establish whether the underlying cause is similar and whether the required information and delivery capacity are available.
Friction map
The step, device and observed obstacle, with the evidence behind its priority.
Change specification
The proposed content or interaction, expected behaviour and acceptance checks.
Test decision sheet
The primary measure, guardrails, audience and observation window.
Rollout notes
The decision, known trade-offs and checks needed after release.
Before we start
Questions about the approach
How should I read this case study?
This is a published project story. Discuss the project context, measurement and supporting material available to share with our team before comparing it with your business.
Does moving platforms guarantee better advertising returns?
No. Platform, creative, pricing and campaign changes can overlap. Explain what changed and avoid attributing the whole outcome to the migration alone.
Can the same approach work for our business?
The sequence may be useful, but it needs to fit your product, audience, systems and buying journey. We begin with the problem and the available evidence before proposing the scope.
What should we bring to the first conversation?
Your website, the target market and a short explanation of the obstacle are a useful start. Bring existing reports if available; access and any sensitive records can be discussed through the appropriate process.
