Shopify development

Shopify Rebuild That Put a Diecast Retailer on Page One

A WooCommerce-to-Shopify migration for a UK diecast construction models retailer. From pages two and three to number one on page one.

Client
Diecast Construction
Industry
Model construction toys and collectibles
Timeframe
Ongoing
Project
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Shopify Rebuild That Put a Diecast Retailer on Page One website on desktop

Diecast Construction is a UK specialist in diecast construction models (Caterpillar, Komatsu, Liebherr and more). The WooCommerce site had become slow, bloated and difficult to manage. It was stuck on pages two and three of Google, and it wasn't converting as it should.

The brief was to migrate the entire store to Shopify, rebuild from the ground up, and deliver a faster, more scalable platform with clear focus on search visibility, user experience and conversion.

Key results

  • +55.88%

    Monthly conversions

  • +41.74%

    Conversion value

  • +31.57%

    Search impressions

The brief

The WooCommerce site carried years of technical debt. The goals were to rebuild on Shopify, improve code quality and performance, reorganise products using clearer brand categories, make site management easier for the team, and optimise for search and conversions.

  • Rebuild the store from WooCommerce to Shopify
  • Improve code quality and performance
  • Reorganise product structure using clearer brand categories
  • Make site management easier for the internal team
  • Optimise for search visibility and conversions

The challenge

The WooCommerce site had accumulated years of technical debt. It was slow, bloated and difficult to manage. SEO was an afterthought: the site sat on pages two and three of Google for core terms like "diecast construction" and "diecast construction models". A first-page result can capture up to 70% of all clicks. The site was missing that.

The product catalog was organised in a way that didn't match how customers shopped. Navigation and product discovery were unclear. The checkout and product pages did little to build confidence or guide users to buy.

The technical challenge was to migrate the entire store without losing data or momentum, and to deliver a future-proof solution tailored to the audience.

Shopify Rebuild That Put a Diecast Retailer on Page One – the challenge

The approach

The store was migrated and rebuilt from the ground up on Shopify, using custom code to match the client's exact needs. No bloated templates, just a clean, focused ecommerce experience.

Platform: Full Shopify rebuild with better UX and backend performance. Clean, efficient theme code for speed and scalability.

Structure: Product catalog reorganised to align with how customers actually shop. Collections organised by brand (Diecast Masters, Conrad, First Gear) and category. Structured brand and category navigation to aid discovery.

SEO: On-site SEO best practices applied across key pages. Titles, meta descriptions and URLs cleaned up. Schema markup added. The goal was to rank for core terms and move from pages two and three to page one.

Conversion: Layout designed to be mobile-friendly and conversion-focused. Clear CTAs, trust signals and checkout flow. Payment options and shipping clarity surfaced where they mattered.

Shopify Rebuild That Put a Diecast Retailer on Page One – the approach

The outcome

The site now ranks number one on page one for multiple terms, outperforming competitors like Amazon and eBay. A first-page result captures up to 70% of all clicks. The site moved from pages two and three to the top spot.

Based on data from Google Search Console and Google Analytics 4:

  • Monthly conversions up by 55.88%
  • Conversion value increased by 41.74%
  • Search impressions up by 31.57%
  • Average ranking improved by 4.37 positions
  • Session duration increased by 15 seconds
  • Pageviews decreased by 42.42%, reflecting more efficient user flows and less bouncing between pages
  • Slight bounce rate increase (+5.73%), expected as new traffic sources brought in different behaviour

The store is faster, easier to manage and built on a platform that supports long-term growth.

Shopify Rebuild That Put a Diecast Retailer on Page One – the outcome

Why it worked

The migration treated SEO, UX and CRO as foundations, not add-ons. Moving to Shopify gave a stable, future-proof platform. Reorganising the catalog to match how customers shop, and structuring for search and conversion, gave the store a baseline it never had.

The site serves a clear niche: UK diecast construction models. That clarity, combined with proper structure, clean code and a platform that performs, has driven organic visibility and put the store in front of the right buyers, ahead of Amazon and eBay.

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