OUR PROJECTS
CRAFTMYSTIC.RO

The Process

With an extensive catalog of over 3,000 products and variants, the previous category structure made user navigation cumbersome. The main challenge was reorganizing the entire catalog to align with customer purchasing behavior, filtering by crystal benefit/intent, zodiac sign, and aesthetic appearance, while ensuring no loss of order history, customer data, or accumulated SEO organic authority.

Project Phases & Execution

The project was structured around three core pillars outlined in the Scope of Work (SOW): Shopify Website Build, SEO Redirects, and Website Launch. While the client managed the data migration internally (importing product, customer, and order records), our agency team focused on building a scalable storefront, highlighting the brand’s unique identity, and securing search authority.

Breakdown of Activities: Shopify Build, SEO & Launch

• Research & Initial Setup: Conducted brand analysis, competitor audits, and theme comparisons, resulting in selecting the Enterprise theme for optimal mobile performance and catalog scalability. Configured global settings including header, footer, site navigation, and visual identity.
• Architecture, Content & Authenticity Focus: Created core content pages, with a major emphasis on a dedicated About Us / Brand Authenticity page designed to showcase the brand’s family origins, values, and genuine stone sourcing. Mapped out over 25 Smart Collections and custom menus categorized by Benefit/Intent, Zodiac Sign, and Aesthetics.
• Customizations & Visual Design: Designed graphic elements and banners. Implemented custom interactive features, including video uploads on Product Detail Pages (PDP) and tailored cart options within the slide-out Cart Drawer.
• Application Integration: Configured key integrations, including Judge.me for product reviews, Pandectes for GDPR compliance, a Wishlist app, X-Connector for inventory/ERP sync, and Selleasy for cross-selling.
• SEO & 301 Redirects: Executed a massive 301 redirect mapping strategy for over 24,000 URLs from Gomag to Shopify to preserve search engine authority. Cleaned metadata (meta titles/descriptions) and optimized H1-H3 heading structures. Post-launch QA included re-checking redirected links to ensure correct destination mapping.
• Launch & Post-Launch QA: Performed functional and cross-browser testing, resolved layout bugs on mobile and tablet devices, and optimized the Add-to-Cart drawer flow. The official store launched successfully on June 25.

Key Functionalities Implemented

• Advanced filtering and catalog navigation based on intent/benefit, zodiac, and visual aesthetics.
• High-performance architecture built on the Enterprise theme, optimized for mobile UX.
• Dedicated Brand Authenticity & Storytelling Page highlighting natural materials, genuine sourcing, and physical store synergy.
• Technical integrations with ERP/shipping via X-Connector and key Shopify apps (Judge.me, Pandectes, Wishlist, Selleasy).
• Interactive Cart Drawer and video support on Product Detail Pages.

Conclusion & Business Impact

The migration successfully elevated CraftMystic’s online presence into a modern, flexible, and conversion-focused platform. By addressing technical bottlenecks, building a custom catalog structure, placing brand authenticity at the forefront, and preserving 24,000 URL paths for SEO, CraftMystic now operates on a scalable infrastructure ready for long-term growth and retention strategies.