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Case Study: The Role of the Web Content Manager in eCommerce Optimization

When a client comes to scandiweb with a need, we find a solution. So, when Amorana came to us asking if we could provide an interim Web Content Manager to work with their in-house teams on an ongoing eCommerce optimization project, we immediately searched for the best person in our roster to fill the role.

In this post, we’ll share the central role the Web Content Manager played in the optimization of Amorana’s eCommerce store, shedding light on the valuable insights and contributions this role can bring to your own projects. Whether you’re running an online business, managing a website, or seeking to enhance your digital presence, understanding when and why a web content manager can be instrumental in achieving your goals.

About the client

Amorana is a Swiss-based eCommerce company specializing in the sale of technology-enhanced adult toys, sexual wellness products, lingerie, and intimate lifestyle items, with a focus on promoting sexual well-being and empowerment. 

And they’ve been a long-time client of scandiweb. From Magento migration to uptime monitoring and monthly health checks to a dedicated eCommerce growth team, we’ve been providing Amorana with proactive support for both the technical and business aspects of their eCommerce store.

Project background

Amorana’s goals were clear: optimize content management processes to drive organic growth, enhance user experience, and boost conversions.

They had their in-house marketing and eCommerce teams working on the project, covering multiple bases: navigation menu optimization, new landing pages, promotions, product listing and detail pages, accessibility, multilingual support, and product management on Magento 2. But they needed one person to be at the center of it all to coordinate their efforts and ensure that everything worked as they should. That center was filled in by the Web Content Manager, who was there to guide, assist, and give directions to the teams where necessary.

Optimizing website navigation and content presentation

A major part of the project was giving the website’s navigation menu and content presentation a complete makeover. The Content Manager worked closely with the Amorana eCommerce team to make the following important changes:

  • Menu revamp: We redesigned the navigation menu and categorized the products to make it easier for users to find what they’re looking for.
  • Landing pages: To engage users effectively, we created wireframes for brand and landing pages, which became the foundation for our content.
  • WireFrame Pro Elements: To maintain consistency and streamline our work, we introduced reusable Amorana elements into the wireframe design.
  • Category enhancement: Based on valuable feedback from marketing efforts across multiple store views, we improved the categories and subcategories to provide users with a better browsing experience. 
  • 301 redirects: To ensure a smooth transition to new categories, we implemented 301 redirects, reducing the occurrence of 404 errors.

There were challenges along the way, like limitations with search filters and the inability to bulk-insert products into a category. Nevertheless, the Content Manager collaborated closely with the developers to resolve the issues, banking on their experience with and knowledge on the Magento platform.

Captivating and converting users

In eCommerce, visibility is essential. To capture the users’ attention, we employed these strategies:

  • Flash promotions: We placed flash promotions at the top of the website and used split banners to draw users’ eyes to special offers.
  • Visual color swatches: To help users make informed decisions, we added carousels of products on landing pages. Our collaboration with developers also allowed us to update configurable product settings with visual color swatches.
  • Product image optimization: Ensuring our product pages looked their best, we uploaded images and fine-tuned settings, especially for our bestsellers.
  • Doofinder optimization: Working closely with Doofinder support, we enhanced our search functionality to improve the user experience.

Enhancing accessibility and multilingual support

We wanted to make sure that everyone could navigate the website easily. To achieve this, we made the following changes:

  • Alt texts: We added descriptions (alt texts) to all images, including banners, to improve accessibility for users who rely on screen readers.
  • Translation: To welcome users from around the world, we used DeepL for text translation and seamlessly integrated it into our content blocks.

Mastering advanced product management

Our journey took us into the depths of product management, where we streamlined and optimized processes:

  • Product variation: We transitioned from simple products with color variations to configurable products with visual swatches, giving users more choices.
  • Product labeling: By applying product labels and tags like “summer sale,” we aimed to boost the visibility of our products and promotions.
  • Bulk configuration: Though a challenging task, we manually configured over 2000 configurable products to ensure the best user experience.

Tips and tricks

Our Content Manager shared the following tips for a successful Magento store optimization:

  • Staging environment setup: Before making content changes or testing new functions, use a staging environment. It provides a safe space to experiment when you’re uncertain or lack confidence in the process.
  • Bulk discounts with catalog price rule: Efficiently apply bulk discounts by using the “Marketing > Promotions > Catalog price rule” pathway. This method not only offers bulk discounts but also overrides any existing special prices for better control.
  • Duplication of content blocks-pages: Make your work easier by replicating content blocks and pages across different store views. This ensures consistency and saves time.
  • Clear communication: For effective client communication, make sure to summarize and reiterate requests. This helps all parties understand each other better and ensures you provide precisely what they need.
  • Optimizing Resource Use: When working with extensions like Amasty and Megafan, take advantage of online resources such as user guides and other tools for valuable insights and support.


The updated navigation menu significantly increased conversion rates and engagement, particularly within the Sextoys category:

  • +14.28% eCommerce conversion rate
  • +158.46% pages/session
  • +29.31% average session duration

The role of a web content manager

In this project, the Web Content Manager played a central role. They ensured that content (visual and textual) aligned with the brand’s vision and created a seamless user experience.

A web content manager for a Magento website can significantly contribute to better content quality, improved SEO, enhanced user experience, and a stronger brand presence. Their expertise can ultimately lead to increased traffic, higher conversions, and greater customer satisfaction.

Here are some key benefits of having a web content manager on your team:

  • Working with both frontend and backend teams, they can spot and report website issues before they become major problems.
  • They can bridge the gap between the non-technical marketing team and the development team.
  • Web content managers can test major changes in a staging environment before making them live, ensuring a smooth transition.
  • They can handle large amounts of content quickly, freeing up resources for other essential tasks.
  • Web content managers maintain a consistent style, tone, and formatting across the website, creating a cohesive and professional look.
  • Web content managers are knowledgeable about search engine optimization (SEO) techniques, improving the website’s visibility on search engines and attracting organic traffic.

With the right web content manager on your team, your eCommerce website can thrive. They act as your experienced guide, ensuring a seamless journey in the complex landscape of online commerce, ultimately paving the way for your business to flourish.

As we conclude, why not consider outsourcing your content management and SEO to scandiweb? With us in charge, you can concentrate on your business while knowing your website’s content is in expert hands. Reach out today to start your journey to digital success.

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