W3Schools store: the whole catalogue moved to Shopify
As on-site Chief Growth Officer at W3Schools, led the move of every product in the course and certification store from a legacy platform to Shopify: one store for the full catalogue and a conversion rate more than 30% higher.
My contribution
Led the move as on-site Chief Growth Officer: the decision to move the store to Shopify, the migration of the full catalogue of courses, certification exams and bundles, the redirects that kept existing traffic, and the before-and-after measurement of conversion.
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Situation
W3Schools is the world's largest web developer resource site, with more than 60 million visitors a month. Next to the free tutorials it sells paid courses and certification exams. The store ran on a separate legacy platform.
Task
Move every product to Shopify without losing sales or traffic, and make it easier for the visitors who arrive from the tutorials to buy.
Action
Architecture
One store, one catalogue. Courses, certification exams, career paths and bundles in a single Shopify store, with checkout, payments and apps from the platform instead of custom code.
Keep the traffic. The old store addresses lead to the new one, so links from the tutorials and from search keep working.
Implementation
- Catalogue migration. Every product moved and set up in Shopify.
- Product pages and checkout on Shopify.
- Redirects from the old store addresses to the new store.
Verification
- Conversion rate measured before and after the move.
Result
- More than 30% higher conversion rate after the move to Shopify.
- One store for the full catalogue of courses and certifications, at campus.w3schools.com.
Skills evidenced
- E-commerce platform migration for a high-traffic digital business.
- Conversion optimisation of product pages and checkout.
- Growth leadership on site, from decision to measured result.
Portable lessons
- The platform is part of the funnel. A store built to sell can lift conversion before a single test runs.
- Protect the traffic you already have. Redirects keep every existing link earning.
Want to discuss the decisions behind it?
Over fifteen years of consulting and growth, and hands-on AI delivery from discovery to daily operations. I can share my CV and talk through how I connect business outcomes with systems that run.
Available for a chat. In person in Stavanger, or remotely worldwide.