Work / Lumination
Lumination Six thousand products, moved without losing the rankings.
A lighting specialist trading since 1999, with two showrooms in Somerset and more than 6,000 products online. We moved the catalogue off Magento 2 onto Shopify, rebuilt the navigation around how people actually shop for lighting, and have run the store's search programme since.
- Client
- Lumination Lighting
- Based in
- Taunton and Wellington, Somerset
- Catalogue
- 6,000+ products
- Scope
- Replatform and ongoing SEO
A replatform is judged on one thing: what happens to the traffic.
Lumination had years of accumulated search equity sitting on a Magento 2 store: thousands of category and product URLs, each one with its own history in Google. A migration puts all of it at risk at once, and the damage usually shows up six weeks later, when it is too late to undo.
So the work had two halves that had to succeed together. Move the catalogue and preserve the URL history, mapping every old address to its new one rather than letting Shopify invent a structure. And rebuild navigation for a 6,000-product catalogue, because the thing people actually need from a lighting store is a way to get from "I need a light" to one of two hundred categories.
What the data covers. The figures below come from Lumination's own Google Search Console, which we have owner access to. Search Console retains 16 months, so the earliest data available is June 2025. A content programme ran alongside the replatform from the same period, so the ranking improvement is the combined result of both, not of the platform change on its own.
Same four weeks, a year apart.
September against September, so the comparison is not reading a seasonal swing. Lighting demand climbs through autumn, which makes any month-on-month figure flattering and useless.
- Average position
- Clicks, 28 days
- Impressions, 28 days
Google Search Console, lumination.co.uk. Four-week windows, 3 to 30 September.
| Metric | Sep 2025, Magento | Sep 2026, Shopify | Change |
|---|---|---|---|
| Clicks | 1,088 | 1,210 | +11.2% |
| Impressions | 229,258 | 254,179 | +10.9% |
| Average position | 30.5 | 15.4 | 15.1 places |
| Click-through rate | 0.47% | 0.48% | level |
The cutover itself did what every replatform does: impressions fell away through February 2026 as the old URLs dropped out of the index, bottoming near 400 a day in early March while Google recrawled. They climbed back from 5 March, passed the pre-migration four-week total by June, and finished September above it. The dip is not the interesting part of a migration. The shape of the recovery is.
Five templates, six thousand products.
Scroll through each page from top to bottom, or open it full size.
Homepage
A specialist retailer's homepage has to answer "are these people serious" before it sells anything.
- The trust strip sits directly under the hero
- Stocked brands named, not hidden in a filter
- Bespoke and design services given equal weight
- Showroom visits treated as a route to purchase
Collection
Collections carry the most search traffic on this store, so each one is written as well as merchandised.
- Filters by category, price and lighting type
- Sale prices shown against the original
- A buying guide underneath the grid, not instead of it
- Related collections, for the near miss
Product page
Lighting is bought on specification as much as on looks, so the technical detail is one click from the price.
- Price stated including VAT, not after a click
- Delivery window given before the basket
- Specification in accordions, closed by default
- Reviews on the page, from real orders
Buying guide
The single most-seen page on the store. Nineteen thousand impressions in four weeks, at an average position of 6.6.
- A room-by-room lumen table, not a paragraph
- Key takeaways before the long explanation
- Written against queries the store already ranked for
- Guides now carry a quarter of all search clicks
Showroom
Two physical showrooms are the competitive advantage an online-only rival cannot copy, so each gets a page built to rank locally.
- Hours, address and parking stated plainly
- A gallery of the room as it actually looks
- Map embedded, not linked
- Ranking at position 6.3 for its local terms
A deep catalogue, one thumb at a time.
The navigation problem gets harder on a phone, where a 200-category menu has nowhere to unfold.
One sans, wide tracking, and almost no colour.
A single geometric sans carries the whole store, set in letter-spaced caps for anything structural, over black on white. There is no brand colour to speak of: the lit product photography supplies every warm tone on the page.
An independent lighting specialist trading since 1999, with two showrooms in Somerset, a 4,000 square foot warehouse and workshop, and more than 6,000 fittings online.
The pieces the store is built from.
Every component below is a screenshot of the live store, not a mockup. The navigation is the one that mattered most, because it is the part a 6,000-product catalogue lives or dies on.
The work, at a glance.
- Magento 2 to Shopify migration
- Catalogue and customer data transfer
- URL mapping and redirects
- Three-level mega navigation
- Collection and product templates
- Filter and sort rebuild
- Showroom landing pages
- Buying guide programme
- Technical and content SEO
- Ongoing support retainer
Thinking about moving off Magento?
Tell us what you are running and how much search traffic is riding on it. We'll tell you what the migration actually involves.
Schedule a Strategy Call