When migrating from Magento Enterprise (Adobe Commerce) to Shopify, businesses often focus on platform features, integrations, and performance improvements.
However, one of the most impactful yet overlooked aspects of replatforming is optimizing the site's Information Architecture (IA).
A well-structured IA ensures that users and search engines can efficiently navigate and understand the website, leading to better engagement, conversions, and search visibility.
The Role of Information Architecture in E-commerce Success
Information Architecture is the foundation of an e-commerce site. It determines how products, categories, and content are structured, how users navigate the site, and how search engines interpret its relevance. Without a thoughtful IA strategy, even the most well-designed Shopify store can struggle to maximize its potential.
A migration presents an opportunity to reassess and refine IA by analyzing what’s working, what’s not, and where strategic enhancements can be made. This approach ensures that the new Shopify store is built on a solid, scalable framework that drives engagement and revenue growth.
Auditing the Existing Information Architecture
Before restructuring IA, an audit of the existing Magento Enterprise site is crucial. This involves:
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Analyzing User Behavior: Using analytics tools to understand how customers navigate the current site, where they drop off, and which pages drive the most engagement.
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Assessing SEO Performance: Reviewing organic search rankings, internal linking structures, and content depth to identify underperforming areas.
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Mapping Out the Current Taxonomy: Understanding the structure of categories, subcategories, product attributes, and filtering options.
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Evaluating Search Intent Alignment: Comparing site structure with actual search demand using keyword research tools to identify gaps and opportunities.
Optimizing Category & Product Listing Page (PLP) Structure
One of the key improvements that can be made during a Magento to Shopify migration is refining how product categories and PLPs are structured. A great example of this is an enterprise project where we redefined the IA for a precious metals e-commerce store.
A leading financial institution struggled with low organic visibility for its bullion products, resulting in lost transactions to competitors.
Through extensive research, we restructured their IA based on investor search behavior, reorganizing product pages by metal type, form, and weight. This new structure made it easier for customers to find relevant products while improving search rankings.
Results:
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284% increase in non-branded organic traffic.
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Improved engagement as users found products more efficiently.
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Reduced customer leakage to competitors.
This same approach can be applied when migrating from Magento to Shopify. Businesses can segment and structure their product catalog based on consumer search intent and buying behavior, ensuring a more intuitive shopping experience.
Streamlining Navigation for Better Usability
Magento sites often suffer from complex, layered navigation due to years of incremental adjustments. Migrating to Shopify provides a clean slate to simplify and refine navigation, focusing on:
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Reducing redundant categories.
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Implementing mega-menus that improve discoverability.
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Enhancing filtering and faceted search for better product findability.
Improving Internal Linking Structure
A well-optimized internal linking strategy improves SEO and helps customers navigate efficiently.
During migration, businesses should:
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Connect related products and categories to create logical pathways for users.
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Use contextual internal links within blog content and product descriptions to reinforce SEO authority.
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Ensure all critical pages are linked from key sections like the homepage and category pages.
Integrating Data-Driven IA Enhancements
At Deploi, we take IA optimization beyond traditional approaches. We use:
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SEO data and competitor analysis to refine category structures.
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Heatmaps and user testing to inform menu design and layout.
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Programmatic SEO strategies to generate scalable, high-value landing pages that capture search demand.
Ensuring a Smooth Transition to Shopify
A restructured IA is only effective if it is properly implemented. That’s why we ensure:
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URL redirections are meticulously mapped to prevent SEO ranking loss.
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Metadata and schema markup are optimized for maximum search engine visibility.
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Category and product relationships are retained and enhanced to support customer discovery.
Elevating E-commerce Performance Through IA
Migrating to Shopify is not just about adopting a new platform; it’s about building a more scalable, intuitive, and high-performing e-commerce site. A well-executed Information Architecture strategy improves:
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User experience, making it easier for customers to find and purchase products.
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Search rankings, ensuring the store appears for relevant queries.
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Conversion rates, leading to higher revenue and business growth.
At Deploi, we specialize in transforming information architecture during e-commerce migrations, ensuring that businesses don’t just move platforms; they elevate their entire digital strategy.
If your business is considering a migration from Magento Enterprise to Shopify, let’s talk.
We’ll help you optimize your information architecture to ensure long-term success.