Paid Search is one of the primary revenue driving channels, therefore the migration had to minimise disruption. Marketing and development teams worked in tandem to ensure campaign continuity:
Paid Search (Google Ads):
- Used the existing Leader Doors Google Ads account as the foundation for Leader Online to retain historical data and quality score value.
- Utilised Shoptimised to maintain product IDs by mapping MPN values, ensuring Google Shopping recognised products as existing, not new.
- Increased branded search budgets to protect visibility while organic rankings naturally rebalanced post-launch.
Social awareness & SEO:
Ahead of migration, we refreshed Leader’s Meta branding to introduce the new identity and strengthen early recognition across platforms. We also established a new Pinterest account, launching with targeted traffic campaigns to build initial awareness and drive visitors to the new site.
On the organic side, a post-migration SEO tracking framework was implemented to monitor branded and generic visibility. Early results show stable rankings across core terms and steady recovery for longer-tail categories.
Cross-channel launch campaign:
To introduce the new brand, Leader launched its first-ever TV campaign – 'Love Coming Home with Leader' – on ITV and ITVX, supported by exclusive promotional codes across Social, Email, PPC, Affiliates and SMS.
The results: A stronger platform for the future
Despite combining two established sites and moving platform entirely, early performance signs are positive:
First 4 weeks on Shopify (27 Aug – 25 Sept 2025)
vs same YoY period for Leader Doors & Floors:
- Total Sales: +5%
- Gross Sales: +12%
- Orders: +11%
- AOV: -8% (expected while new category ranges and basket behaviour settle)
ITV campaign impact:
The TV launch contributed to multiple revenue spikes, particularly at weekends. The success has resulted in an extended run from 20 October onwards.
Leader Online’s migration to Shopify wasn't simply a site launch, it was a fundamental shift in how the business operates and grows. By consolidating two brands, refining the journey and protecting marketing performance, Leader has created a single, scalable platform that can support marketplaces, TV advertising and trade expansion.
.svg){kind=logo}
