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ARTICLE #27

Table of contents

Migration preparation: Conducting a thorough audit

Implementing migration plan: A 10-step guide

Monitoring and evaluating migration success

It’s challenging, but the right plan helps

A data-driven roadmap for website migration

Web Development

Website Migration

Web Analytics

Website Redesign

Project Planning

Web Development

Website Development

Website Migration

Web Analytics

Website Redesign

Project Planning

Written by:

5 min read

Updated on: April 19, 2024

Irik Henry

Growth Marketing Director

Growth Marketing, Performance Marketing, UX

Irik Henry

Growth Marketing Director

Growth Marketing, Performance Marketing, UX

Feeling both excited and slightly uneasy about moving your website to a new platform? That mix of emotions is common. Fortunately, when data supports your plan, the process can feel much more under control. By analysing crucial metrics—like SEO rankings, traffic sources, user behaviour, and conversion rates—you can chart out each step, spot possible snags, and carry out a thorough migration sequence that helps set your new website up for success.

Migration preparation: Conducting a thorough audit

Before relocating anything, invest time in a detailed audit. Treat it like a pre-flight check to make sure your site’s foundation is stable and ready for take-off.

Analyse performance metrics

Examine organic search rankings, traffic sources, user behaviour, and conversion rates. These statistics reveal your site’s strengths and pinpoint areas that need extra attention.

Content review

Consolidate outdated or redundant pages. Identify gaps so you can plan new material or refresh existing content.

Technical infrastructure evaluation

Check hosting reliability, server configuration, and your content management system’s performance. Address any quirks or limitations before transferring to the new environment.

Design and UX assessment

Look at site design and user pathways. Is the layout visually appealing? Are menus clear? Does the site behave well on mobile? A pre-migration check can prevent bigger headaches later.

Backlink profile analysis

Inspect incoming links to ensure they’ll still point to the right places after the move. Poorly managed redirects can erode search rankings and disrupt user access.

Before relocating anything, invest time in a detailed audit. Treat it like a pre-flight check to make sure your site’s foundation is stable and ready for take-off.

Analyse performance metrics

Examine organic search rankings, traffic sources, user behaviour, and conversion rates. These statistics reveal your site’s strengths and pinpoint areas that need extra attention.

Content review

Consolidate outdated or redundant pages. Identify gaps so you can plan new material or refresh existing content.

Technical infrastructure evaluation

Check hosting reliability, server configuration, and your content management system’s performance. Address any quirks or limitations before transferring to the new environment.

Design and UX assessment

Look at site design and user pathways. Is the layout visually appealing? Are menus clear? Does the site behave well on mobile? A pre-migration check can prevent bigger headaches later.

Backlink profile analysis

Inspect incoming links to ensure they’ll still point to the right places after the move. Poorly managed redirects can erode search rankings and disrupt user access.

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Implementing migration plan: A 10-step guide

Once you’ve done your homework, it’s time to shift gears. Here’s a structured approach to help things run smoothly.

1. Create a staging environment

Build a separate staging site for testing. It keeps everything isolated, letting you track down and fix any issues before going live.

2. Install and configure the new platform

If you’re moving to a fresh platform or hosting service, put all the necessary systems, themes, and extensions in place. Test them to confirm they run without glitches.

3. Migrate your content

Transfer pages, blog posts, images, and videos. If URL structures change, set up proper forwards so users land on the right pages.

4. Implement 301 redirects

Assign 301 redirects to old addresses so they can point to their updated counterparts. This helps maintain your search rankings and offers a better user experience.

5. Test and troubleshoot

On the staging site, open and inspect every link. Confirm page availability. Double-check performance across various browsers and devices to catch compatibility concerns.

6. Content optimisation

While you’re in transition, refine meta tags, headings, and image alt text. Doing so can give your site a boost in search results.

7. Set up tracking and analytics

Integrate tracking codes (such as Google Analytics and Google Search Console) on the new site. This allows you to measure success right from the start.

8. Communicate the migration to users

Announce the upcoming change in email newsletters, on social media, and perhaps through a brief note on the current site. Offer clear guidelines on anything they need to know.

9. Launch the new website

Perform one last review, back up your old site, and then flip the switch. Having a solid backup means you can revert quickly if anything unusual happens.

10. Monitor and evaluate

After going live, keep a close watch on traffic, search placements, and conversions. If any hiccups pop up, address them swiftly and fine-tune them as required.

Once you’ve done your homework, it’s time to shift gears. Here’s a structured approach to help things run smoothly.

1. Create a staging environment

Build a separate staging site for testing. It keeps everything isolated, letting you track down and fix any issues before going live.

2. Install and configure the new platform

If you’re moving to a fresh platform or hosting service, put all the necessary systems, themes, and extensions in place. Test them to confirm they run without glitches.

3. Migrate your content

Transfer pages, blog posts, images, and videos. If URL structures change, set up proper forwards so users land on the right pages.

4. Implement 301 redirects

Assign 301 redirects to old addresses so they can point to their updated counterparts. This helps maintain your search rankings and offers a better user experience.

5. Test and troubleshoot

On the staging site, open and inspect every link. Confirm page availability. Double-check performance across various browsers and devices to catch compatibility concerns.

6. Content optimisation

While you’re in transition, refine meta tags, headings, and image alt text. Doing so can give your site a boost in search results.

7. Set up tracking and analytics

Integrate tracking codes (such as Google Analytics and Google Search Console) on the new site. This allows you to measure success right from the start.

8. Communicate the migration to users

Announce the upcoming change in email newsletters, on social media, and perhaps through a brief note on the current site. Offer clear guidelines on anything they need to know.

9. Launch the new website

Perform one last review, back up your old site, and then flip the switch. Having a solid backup means you can revert quickly if anything unusual happens.

10. Monitor and evaluate

After going live, keep a close watch on traffic, search placements, and conversions. If any hiccups pop up, address them swiftly and fine-tune them as required.

Monitoring and evaluating migration success

Once your new site is online, keep track of performance to see if it’s meeting your targets.

Monitor key metrics

Compare organic rankings, traffic, and conversions with your previous data to gauge the effects of the migration.

User behaviour analysis

Observe bounce rates, session duration, and conversion paths to learn how visitors are experiencing the revamped site.

Content review

Revisit and adjust as necessary. If a page underperforms, consider updating its content or removing it altogether.

Collect user feedback

Gather opinions through surveys or forms. People’s insights can highlight hidden pain points and give direction for further improvements.

Communicate results

Share outcomes with your team and any stakeholders, celebrating what worked well and honestly addressing what didn’t.

Once your new site is online, keep track of performance to see if it’s meeting your targets.

Monitor key metrics

Compare organic rankings, traffic, and conversions with your previous data to gauge the effects of the migration.

User behaviour analysis

Observe bounce rates, session duration, and conversion paths to learn how visitors are experiencing the revamped site.

Content review

Revisit and adjust as necessary. If a page underperforms, consider updating its content or removing it altogether.

Collect user feedback

Gather opinions through surveys or forms. People’s insights can highlight hidden pain points and give direction for further improvements.

Communicate results

Share outcomes with your team and any stakeholders, celebrating what worked well and honestly addressing what didn’t.

It’s challenging, but the right plan helps

Migrating a website isn’t exactly a casual stroll in the park—it’s more like conducting a full-blown orchestra, and you’re the one expected to cue every instrument on time. Careful planning, skilful execution, and plenty of backup plans are your keys to a symphony rather than a cacophony. If you’d rather not handle every high note alone, there’s no shame in bringing in a virtuoso team to take the baton. Better to sit back and enjoy the performance than spend your days wrestling rogue 404s. After all, your brand’s reputation—and your sanity—deserve the best show possible.