Switching e-commerce platform and migrating to a new one – what should you consider?

Switching e-commerce platform can improve performance, give your e-commerce business more tailored functionality and strengthen the customer experience over time. But a platform change also comes with challenges. To make the transition smooth and the migration to your new e-commerce platform accurate, you need to plan every step carefully. That is especially true for areas like data migration, SEO, testing and training. Here, we share our best tips and insights, and explain how Viskan’s migration process works to help you move from your current e-commerce platform to Viskan.

Preparation is the key to a successful e-commerce platform migration

The most important part of a platform migration often happens before the project even starts. You are not switching e-commerce platform to get the same setup you already have today. You are switching because you want to improve and create more room to grow. When you plan the move based on what the new platform makes possible, you can remove old features that are no longer relevant and cut unnecessary complexity. A new platform also gives you the chance to solve things in new and better ways. The foundation of a successful platform migration is understanding how the new platform can simplify and streamline your e-commerce business.

Good preparation also leads to a smoother project and better results. One solid rule of thumb when changing platform is to have a clear collaboration with your provider, where everyone understands what needs to be done, who is responsible for what and what the outcome should be.

If we look at how Viskan works in the early phase, we begin the migration to Viskan E-commerce Platform with a joint kick-off where we discuss expectations with you. This phase helps us map the scope of the project, define responsibilities and set clear deadlines. Key questions we go through together include:

What is the goal of the platform change – to increase sales, create a better user experience, improve performance and flexibility, or something else?
What expectations and ambitions do you have?
Is there anything in your old platform that you value and want to keep?
Which features are must-haves for you?
Which integrations with other systems (ERP, CRM, PIM etc.) do we need to take into account?
What does your product catalogue look like today? Do you have any specific complexity around bundles, variant management, pricing and so on?
Are you considering a full redesign of your e-commerce site as part of the move?
How can we solve it technically at Viskan?
What is your target picture for go-live?

We call this the Discovery phase because this is where we define the scope of the platform migration:

What needs to be done.
Who will do what.
Which deadlines apply.

Together, we put together a project team with the people who represent what matters most to you during the migration.

To make sure every important part of the platform migration is handled effectively, it is important to involve key people with knowledge of product data, design, SEO and more. You should also document your expectations and your vision for your e-commerce business before the project starts. That helps you define what you want from the new platform and creates a clear framework for the project team, which leads to a smoother migration.

Migrate your data and test the new e-commerce platform before launch

The next step in the process is to start migrating data from your current e-commerce platform to the new one. The data involved is mainly product data such as descriptions, images and prices, customer data such as accounts and order history, as well as other transaction data, for example payment history.

When you choose Viskan E-commerce Platform, we go through with you exactly which data will be migrated and which systems it sits in today. The most important part is usually product data. If the right product data is ready early in the migration, it becomes much easier to create a clear picture of how products should look onsite. Our advice is therefore to be well prepared with the product data you want to bring across.

Test the new site before launch

Moving data into Viskan E-commerce Platform is a smooth process thanks to our open API. Once the data migration is complete, it is time for the next critical step: testing the new site.

In our process, we carry out very thorough checks and flow testing to make sure everything has been transferred correctly and works as it should. But for a successful migration, it is just as important that you understand the value of testing the functionality in your new platform.

A reliable onboarding process lays the foundation for a good platform experience

At Viskan, we want you to feel confident. That is why we always onboard our customers into Viskan E-commerce Platform, so you can work independently without needing help with code or from us at Viskan. That said, we are always there to support you if you need us. During onboarding, we cover areas such as:

Why it matters to use the e-commerce platform securely.
How to get the most out of Viskan CMS.
How to improve the onsite user experience through conversion-focused measures.

SEO – a critical factor when switching e-commerce platform

One type of data that is especially important to include in the migration process is anything related to your SEO and organic traffic. SEO accounts for a large share of traffic to e-commerce sites, and it takes time to build. That data therefore needs to be migrated correctly so you do not lose rankings when you switch platform.

In Viskan’s platform migration process, we place strong focus on SEO. To help you maintain rankings and traffic, we work through the following points together with you.

A current-state analysis of your existing SEO rankings.

For a successful migration of SEO-related data, it is important to start with a current-state analysis of your SEO and the traffic it drives. That makes it easier to bring across what is needed to maintain performance, and improve where needed.

Plan which links need to be redirected.

The next step in our process is to create a redirect plan for your current URLs, so you avoid broken links that could affect rankings.

Make sure important metadata comes across.

We do that by transferring all key details such as meta descriptions, meta tags and robots.txt files so pages can be indexed correctly. We then test the site before it goes live to find and fix issues such as missed redirects or broken links that could affect SEO. We also carry out careful follow-up, including keyword tracking, checking that new pages are being indexed and more.

Carl Nordin, Digital Growth Manager, Viskan.

What to keep in mind when switching e-commerce platform

At Viskan, we have extensive experience of platform migrations and what makes them successful. We asked our Digital Growth Manager, Carl Nordin, to share what matters most in a successful move. Here is his best advice:

Build a strong project team with clear ownership on your side. Carl’s first piece of advice is to put together a project team where every important part of the business is represented:

“Bring in the people involved in the different parts of the platform migration. For example, the people responsible for producing the data needed for the migration, the person managing your digital marketing and others who play an important role in your e-commerce business. The better aligned you are on the move, and on who is doing what, the smoother the project will be.” says Carl.

Prepare for the move by documenting your expectations and mapping out what you want to use in the new platform. Get to know the provider and talk about how you work and think. The better you understand each other, the better the conditions for a successful platform migration.

Be prepared to cut back on features you think you need. Consider the value they create and whether the same need can be solved in another way using the built-in functionality of the new platform. Features you had in the old platform may not be needed in the new one.

Remember that a platform migration means more than just moving data. You also need to adapt to a new system with new workflows and ways of working. Understand how an order is received and which team members need to do what. Run through your processes and test your flows properly before go-live.

It is worth looking at more than one provider or platform. That makes it easier to compare and understand what you actually want.

Embrace the new setup and adapt to the system you are buying. “Also listen to the expertise you have brought in,” says Carl. “They have experience in helping e-commerce businesses succeed and are usually strong advisers.”

Product data is usually the most important part of the migration. Be well prepared and prioritise your product data early. That leads to a better project.

Make sure payment and delivery services are in place. Do not forget to get important pieces such as agreements with payment and delivery providers sorted before go-live.

Make the most of onboarding. Learn the new platform as well as you can. That gives you the best possible conditions to work independently at launch.

10.

Work with your provider on performance. Learn how to use the CMS, deliver the right type of content to the right device so things load at the right time, understand which third-party scripts affect performance and whether they should be kept, and more.

11.

Keep security in mind. Review important security measures such as logins, user credentials, multi-factor authentication and more.

“Your provider gives you a fully functioning platform, but a lot still depends on you. Understand how to use the new platform so you can work independently and make better use of your new possibilities,” says Carl.

12.

Set clear deadlines and a firm go-live date. “It is natural to feel uncertain about something new, but do not hesitate or push back the deadline just because it feels unfamiliar. You learn by working with the platform,” Carl advises.

How Viskan can help when you switch platform

At Viskan, we have a well-developed process for platform migration. The project team assigned to your e-commerce platform migration brings deep expertise in front-end and back-end, migration, design, SEO and other critical parts of the move. Viskan E-commerce Platform is built for smooth data transfer, and our process includes a dedicated phase for rigorous testing to make sure everything works as it should at launch. We train our customers so they can work independently and get as much value as possible from their new platform. As a Viskan customer, you also get a personal Customer Manager who gets to know your business and supports you in how to use the platform so your e-commerce business can grow.

Do you have questions about migration, what a new platform means, or anything else related to your e-commerce business?