ROIROI® is an ecommerce agency with a focus on direct to consumer brands offering hands on strategic ecom advisory, web development and performance marketing.

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MORJAS

MIGRATING FROM WORDPRESS CMS INTO ROI² ACCELERATOR WITH STORYBLOK CMS AND CENTRA.

INTRO

BACKGROUND

Each pair of Morjas shoes is a testament to meticulous craftsmanship and attention to detail. Handcrafted in Almansa, Spain, their collection features iconic pieces like the versatile penny loafer, sleek Chelsea boots, and stylish espadrilles. The brand's commitment to quality is evident in every stitch, with Goodyear welt construction ensuring durability and comfort. Each pair of Morjas shoes is a testament to meticulous craftsmanship and attention to detail. Handcrafted in Almansa, Spain, their collection features iconic pieces like the versatile penny loafer, sleek Chelsea boots, and stylish espadrilles. The brand's commitment to quality is evident in every stitch, with Goodyear welt construction ensuring durability and comfort.

But Morjas is not just about making beautiful shoes; they are also dedicated to creating a seamless and inspiring shopping experience. While they primarily sell through their website, Morjas also has a brick-and-mortar store in Stockholm, allowing them to maintain a direct connection with their customers. This approach enables them to offer personalised service and innovative designs that resonate with modern sensibilities.

BACKGROUND
The relationship between Morjas and ROIROI began long before their recent digital transformation. As Morjas' popularity and customer base grew, they recognized the need for a more modern and scalable solution to enhance their online presence. While Morjas was already using Centra as their ecommerce platform, ROIROI recommended replacing their WordPress setup with a more advanced setup: Centra ecommerce integrated with a Headless Storyblok CMS and a React frontend.
VISION
This transition would allow Morjas to improve their online store's performance, elevate the customer experience, and better manage their growing product catalogue and international orders. This long standing partnership has been built on mutual trust and a shared vision of delivering exceptional quality and service. ROIROI’s understanding of Morjas' unique needs and their ability to provide tailored solutions has been instrumental in the brand’s continued success and growth.

CHALLENGES

SCALABILITY & CUSTOMER EXPERIENCE

As Morjas' reputation for quality and style grew, so did their customer base and operational demands. Initially operating on a WordPress platform, it soon became clear that this setup could not keep pace with the brand’s expanding needs. Several critical challenges emerged.

SCALABILITY CONSIDERATIONS: While the WordPress platform served its purpose, Morjas proactively sought to ensure their online presence was future-proof and capable of supporting continued growth. The new solution, featuring a Headless Storyblok CMS and React frontend, offers enhanced scalability and a more content editor-friendly environment, positioning Morjas for future success without compromising the customer experience.

SEO CONCERNS: Maintaining high SEO rankings was crucial for Morjas, especially for their flagship products like the penny loafers. The existing platform’s limitations made it challenging to implement advanced SEO strategies and retain their strong online presence.

INTERNATIONALISATION: With a growing international customer base, Morjas needed a platform that could seamlessly support multiple languages and currencies. The WordPress setup lacked the robust features required for efficient internationalisation.

CUSTOMER EXPERIENCE: Enhancing site speed, user interface, and overall customer experience was a top priority. While the WordPress platform had performed adequately, it was nearing the point where performance issues could arise with further traffic growth. To ensure a seamless and high-quality shopping experience as the brand continues to expand, the decision was made to upgrade to a more robust and scalable solution.

INTEGRATION CAPABILITIES: Morjas required a more flexible system that could easily integrate with third-party tools and services, such as advanced analytics, customer relationship management (CRM), and marketing automation platforms. The WordPress platform’s limitations in this area were hindering their ability to leverage data and improve customer engagement.

CONCLUSION: Recognising these challenges, Morjas needed a solution that could support their rapid growth and future ambitions. This prompted them to turn to ROIROI for a comprehensive replatforming project, aimed at transitioning to a more robust and scalable platform that could meet their evolving needs.

OUR APPROACH


To address the challenges faced by Morjas and support their ambitious growth plans, ROIROI devised a comprehensive replatforming strategy. The solution involved transitioning from the outdated WordPress platform to a more robust and scalable setup using Centra as the main platform, with Storyblok CMS,, and React for more flexible Frontend user experience. Here’s a detailed breakdown of the solution:

CENTRA INTEGRATION:ROIROI continued to leverage Morjas' existing Centra platform, a powerful e-commerce solution specifically designed for fashion and lifestyle brands. As part of the replatforming process, ROIROI reviewed and optimised Centra’s configurations to ensure it fully supported Morjas’ growing needs. Centra’s headless, API-first architecture allows for seamless customization of storefronts and easy integration of third-party tools. Its composable architecture ensures scalability, enabling Morjas to efficiently manage their expanding product catalogue and handle international transactions. The platform’s support for localised content, currencies, and payment methods remains crucial for Morjas' global reach.

STORYBLOK CMS: Leveraging Storyblok CMS, ROIROI offered Morjas a flexible and scalable content management system. This combination enabled easy content updates, better organisation, and a more intuitive user interface for the Morjas team.

REACT FOR ENHANCED PERFORMANCE: Implementing React ensured that the new Morjas website was not only fast and responsive but also highly flexible, enabling a better user experience. React’s efficient rendering improved site speed, significantly enhancing the user experience and reducing bounce rates. Moreover, the flexibility of the React frontend makes the platform future-proof, allowing for easier and more dynamic changes without the limitations previously imposed by WordPress. This ensures that Morjas can continue to evolve and improve their site’s UX as their business grows.

YOTPO INTEGRATION: Morjas was already utilising Yotpo for managing customer reviews and loyalty programs. During the replatforming process, ROIROI ensured a smooth integration of Yotpo with the new Storyblok CMS. This seamless transition allowed Morjas to continue boosting customer engagement and loyalty without interruption, ensuring that their robust loyalty program and community of loyal customers remained strong and well-supported.

SEO: ROIROI focused on preserving and enhancing Morjas’ SEO rankings during the transition. This involved meticulous planning and execution to ensure that critical SEO elements, such as meta tags, keywords, and backlinks, were maintained or improved. Additionally, ROIROI custom-implemented translated slugs in the new Storyblok CMS—a feature that was available on the previous WordPress platform but not provided out-of-the-box with Storyblok. This ensured that Morjas' multilingual SEO strategy remained effective, further supporting their global reach.

INTERNATIONALISATION SUPPORT: The new platform provided robust multi-language support, catering to Morjas’ international audience. The site was configured to seamlessly switch between English, French, and German, providing a localised shopping experience for customers in different regions.

IMPROVED CUSTOMER EXPERIENCE: With a focus on user experience, ROIROI implemented a precise size guide to help reduce return rates. The enhanced site speed and improved navigation made it easier for customers to find and purchase products, leading to higher satisfaction and conversion rates.

SCALABILITY AND FLEXIBILITY: The new platform was designed to be highly scalable, allowing Morjas to easily manage their growing product catalogue and handle increased traffic without performance issues. The flexibility of the new system also made it easier to integrate with third-party tools and services, providing Morjas with valuable insights and enhancing their marketing efforts.

THE RESULT


The replatforming project yielded significant positive outcomes for Morjas, enhancing their digital presence and operational efficiency. Here are the key results:

IMPROVED PERFORMANCE:The transition to Centra, combined with the implementation of Storyblok CMS, and React, resulted in a markedly faster website. Customers now experience quicker load times and smoother navigation, with the site achieving a 91 on Google Speed Score. This significant improvement reduces bounce rates and enhance overall user satisfaction.

SEO SUCCESS: One of the critical goals of the re-platforming was to maintain and enhance Morjas’ SEO rankings. The meticulous planning and execution by ROIROI ensured that essential SEO elements were preserved and improved. As a result, Morjas saw a boost in organic traffic, particularly for their flagship products like penny loafers, and achieved a significant increase in technical SEO on Google Page Insights.

GLOBAL REACH: The new platform's robust multi-language support enabled Morjas to provide a localised shopping experience in English, French, and German. This improvement catered to their growing international audience, facilitating smoother transactions and higher customer satisfaction across different regions​.

CUSTOMER ENGAGEMENT AND LOYALTY: The integration of Yotpo allowed Morjas to manage customer reviews effectively and implement a comprehensive loyalty program. This led to increased customer engagement, with more repeat purchases and a stronger community of loyal customers​.

REDUCED RETURNS: The precise size guide implemented by ROIROI significantly reduced return rates. Customers found it easier to choose the correct size, resulting in fewer returns and higher satisfaction with their purchases.

HIGHER CONVERSION RATE: The enhanced site speed, improved navigation, and better user experience contributed to higher conversion rates. Customers were more likely to complete their purchases, leading to an increase in sales and revenue​.

SCALABILITY AND FLEXIBILITY: The scalable and flexible nature of the new platform allowed Morjas to manage their growing product catalogue and handle increased traffic without performance issues. The ease of integrating third-party tools provided valuable insights and enhanced marketing efforts, positioning Morjas for continued growth and success.

OPERATIONAL EFFICIENCY: With Centra’s comprehensive e-commerce capabilities, Morjas could streamline their operations, reducing the time and resources spent on managing the online store. This efficiency enabled the team to focus more on strategic growth initiatives and customer engagement.

The successful re-platforming project not only addressed the immediate challenges faced by Morjas but also set the foundation for future expansion and innovation. By partnering with ROIROI, Morjas was able to elevate their digital presence, improve customer satisfaction, and solidify their position as a leading luxury footwear brand in the competitive market.