Medline: Subfolder Migration

Case study - medline

Medline is a healthcare and manufacturing company that specialises in providing medical supplies and surgical equipment to facilities around the world.

The company has been around since 1910 and has since grown to become the 27th largest private company in the USA and the largest privately held medical supplies company, having seen a turnover of more than $13.9 billion in 2019 alone.

What was the Issue?

Working closely with the Medline Europe team and on the back of a B2B site rebuild by the Magento development agency PushON, Medline were unhappy with the performance of some of their international storefronts.

The company had some organic support in-house but relied on external support for expertise. We needed to work together flexibly and effectively to deliver the necessary recommendations and get to the bottom of why they were experiencing this drop.

Medline had multiple storefronts for different European countries, including; Germany, the UK, Spain, France, Italy, Netherlands, Portugal and Slovakia. Separate local content teams with localised language and currency support were managing these storefronts.

What did we do about it?

I began by assessing the actions that had taken place during the migration as well as evaluating what had been agreed upon in the original functional specification.

I discovered that during the deployment of the new Magento 2 CMS, the international stores were released on subdomains which were not part of the original plan. This meant that Medline EU had a new CMS with eCommerce functionality, a redesign and a restructure all at the same time.

I presented these findings to the necessary teams, along with other conclusions from a technical audit.

We agreed that the best approach was to migrate the URLs back to the previous subfolder structure for their international storefronts. This would mean moving from the existing back to, along with the seven other storefronts.

Services provided to Medline

What was the outcome?

Medline quickly saw improvements in performance and was able to return to the levels of performance that they previously enjoyed before the site was deployed.

This website saw improvement from between 3,000-4,000 impressions per day to 23,711 impressions. Similarly, their clicks improved from between 40-60 clicks per day to more than 500!

medline impressions and clicks before and after subfolder migration

Along with consistent optimisations on the back of this, Medline EU continues to enjoy great success.


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