HEARING PROTECTION AND EARPHONES · US · ETYMOTIC.COM
Etymotic: WooCommerce to Shopify
Etymotic makes high-fidelity earplugs, electronic hearing protection and earphones. Its store was on WordPress and WooCommerce, and we moved it to Shopify in three stages with no downtime, carrying over products, collections, customers, orders, URLs and discount codes. Conversion went up, the site got faster and more secure, and the team depends less on developers for day-to-day work.
IN SHORT
- Etymotic makes high-fidelity earplugs, electronic hearing protection and earphones, and its store ran on WordPress and WooCommerce.
- Lucent Commerce moved it to Shopify in three stages, migrating products, collections, customers, orders, URLs and discount codes, with no downtime.
- We watched the first seven days for downtime, missing products and 404s, and monitored Google Search Console.
- The client reports higher conversion, more traffic, a faster and more secure site, and less day-to-day reliance on developers.
The challenge
Etymotic's catalog is technical: reusable high-fidelity earplugs, electronic hearing protection for shooting and music, bass-boost and flat-response earphones, and the tips, filters and cables that go with them. A shopper needs to find the right product quickly, and the team needs to keep the catalog accurate without a developer.
On WordPress and WooCommerce, that was hard. The store depended on developers for day-to-day jobs, security was a recurring concern, and managing products and the site took more effort than it should. A migration also carries risk: if products, collections or URLs go missing at launch, traffic and sales fall at once.
- Client
- Etymotic (etymotic.com)
- Industry
- Hearing protection and earphones
- Market
- US
- Moved from
- WordPress and WooCommerce
- Moved to
- Shopify
- Result
- About 20% growth after the migration
How we approached it
- 01
Migrate the catalog
We migrated the products and the collections first, since the whole store is built from them.
- 02
Migrate customers and orders
We then migrated customers and live orders, so existing customers and their order history carried over to Shopify.
- 03
Migrate URLs and discounts
We migrated the URLs so analytics and search history carry across, and the discount codes. Etymotic had no gift cards, so there were none to move.
- 04
Move the data in three stages
We migrated all the data first, then checked that product and collection data was intact before going live. On launch day we migrated again, and a week later we ran a final pass for the customers and orders that had come in since, because those cannot be intact at the moment of launch.
- 05
Monitor the first seven days
After launch we watched for downtime, missing products and 404 errors, and monitored Google Search Console, so a problem was found before a customer or Google found it.
A catalog the team can run without a developer
Etymotic's home page is organized the way people shop: earphones (bass boost and flat response), passive hearing protection and electronic hearing protection, with a Hearing Protection menu and an Accessories menu for tips, filters and cables. The storefront runs on Shopify, and the team manages products and content there directly.
That is the biggest gain the client reports. Product and website management are easier, third-party tools are better supported, and day-to-day work no longer waits on a developer. Navigation is simpler for the team and for shoppers.
The move also removed the problems that came with WordPress: security patching, plugin conflicts and downtime. The marketing team can now make changes themselves.
The result
The client reports higher conversion, more traffic than before, a faster site, easier security and no downtime, and a marketing team that can work without waiting for developers. Growth was about 20% after the migration, on Lucent's account.
The WordPress problems that took developer time, security and downtime among them, no longer arise on Shopify.
- Growth after the migration, as Lucent reports it
- 20%
- Of monitoring after launch for downtime, missing products and 404s
- 7 days
Questions about the Etymotic migration
What did Lucent Commerce do for Etymotic?
We moved the store from WordPress and WooCommerce to Shopify, migrating products, collections, customers, orders, URLs and discount codes in three stages with no downtime.
What was migrated?
Products, collections, customers, live orders, URLs and discount codes. Etymotic had no gift cards.
How was the migration staged?
All the data was migrated first and product and collection data checked, then migrated again on launch day, and a final pass for customers and orders ran a week later.
How was the launch monitored?
For seven days we watched for downtime, missing products and 404 errors, and monitored Google Search Console.
What were the main benefits for Etymotic?
Higher conversion, a faster and more secure site, easier product and website management, better third-party support, and less day-to-day dependence on developers.
What results did Etymotic see?
Growth was about 20% after the migration. The client reports higher conversion, more traffic than before, a faster site, easier security and no downtime, and a marketing team that no longer waits on developers. The migration ran in three stages with seven days of monitoring after launch.
