DoggieLawn

Environmentally-friendly dog grass patch subscription service.

The Brief

The Challenge

Coming to Shopify Plus and Praella, DoggieLawn experienced a surge in growth that had previously been hindered by scaling issues on Magento. The constant upkeep and bug-related issues on Magento created a significant amount of stress for their team, taking away valuable time that could have been spent on developing their business. This resulted in DoggieLawn spending more time working in their business rather than on their business.

The concept behind DoggieLawn was to develop an eco-friendly solution that would make it effortless for dogs to use the restroom indoors. Natalie and Zach, the founders of DoggieLawn, sought to provide a convenient and straightforward solution for both dogs and their owners. Praella was tasked with creating a user-friendly website enabling a seamless sign-up process and a simple way for subscribers to manage their subscriptions, add-ons, and more! With this in mind, DoggieLawn was born, revolutionizing the way pet owners care for their furry friends.

Migration from Magento to Shopify Plus

The migration process included transfers of customers, historical and product data, content pages, blogs, and coupons.

Migration of Subscribers from SubscribePro to ReCharge

In addition to the traditional migration, Praella worked on migrating subscription tokens from SubscribePro and Spreedly to ReCharge to ensure subscribers do not have to re-enter their credit card information.

Redesign and Development of User Experience on Shopify Plus and ReCharge

For DoggieLawn, it was not just about migrating to Shopify Plus and ReCharge but also about minimizing subscription sign-up drop-offs and maximizing the ease of managing subscriptions from the My Account dashboard.

SEO

Praella would need to take steps to reduce any SEO-related risks in order to maintain DoggieLawn's organic visibility and traffic. A migration like this necessitates conducting a 301 Audit, mapping 301 Redirects, optimizing meta information, crafting descriptions, creating handles, submitting a sitemap, etc.

The Solution

As DoggieLawn transitioned from Magento and SubscribePro to Shopify Plus and Recharge, Praella worked with the DoggieLawn, Shopify Plus, and Recharge teams to develop both short- and long-term plans. The Praella UX team then joined forces with the DoggieLawn team to enhance the user experience, conversion rate, and customer retention for both one-time shoppers and subscribers.

The collaboration resulted in a comprehensive website redesign, a custom subscription portal, and an automated retention strategy. These efforts resulted in a 33% increase in conversion compared to the previous year, a 2X increase in transactions, and a 92% increase in total revenue.

Migration from Magento to Shopify Plus

Altogether, Praella migrated over 2,000,000 non-subscription data points during this phase.

Migration of Subscribers from SubscribePro to ReCharge

All token subscriber information was migrated and accounted for mapping subscription products, prices, quantities, charge intervals, and more. Over 144,000 data points were accounted for during the subscription migration phase.

Redesign and Development of User Experience on Shopify Plus and ReCharge

Collaborating with the team at DoggieLawn, Praella achieved a remarkable 33% increase in overall conversions compared to the previous year. Additionally, they developed a self-serve custom ReCharge dashboard that drastically reduced unsubscribes and customer support inquiries.

SEO

To preserve organic visibility and traffic for DoggieLawn, Praella executed activities around the 301 Audit, 301 Redirect Mapping, meta information, descriptions, handles, submission of the sitemap, etc.

Expand

Web Design

33 %

increase in conversion rate

100 %

increase in transactions

92 %

increase in revenue

Praella Shopify Plus Agency - Doggie Lawn Homepage

Praella Shopify Plus Agency - Doggie Lawn Mobile Homepage

Praella Shopify Plus Agency - DoggieLawn website mockup

How We Helped

Prioritizing Mobile Experience.

Ecommerce is a mobile-first world, and Praella is at the forefront of emphasizing mobile experiences. For DoggieLawn, this focus on mobile resulted in a remarkable 56% spike in mobile conversions.

DATA MIGRATION

From Magento to Shopify Plus.

Over 2.1 million records were migrated from Magento and Subscribero to Shopify Plus and ReCharge without a hitch.

DATA MIGRATION

From Magento to Shopify Plus.

Over 2.1 million records were migrated from Magento and Subscribero to Shopify Plus and ReCharge without a hitch.

Subscription management dashboard.

A subscription management dashboard fully powered by Recharge and fully customized by Praella, enabling management of subscriptions, retention, upsells, add-ons, and more!