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Client Overview

With a strong focus on product innovation and world class production facilities, Hotter is the UK’s largest shoe manufacturer.

Hotter is a fast-growing brand dedicated to providing the same level of expert, supportive service online as its shoe fitters would provide in-store.

The Bottom Line

With DeepCrawl’s assistance, Hotter saw the following year-on-year improvements from organic search following their migration to HTTPS:

  • 39% growth in revenue
  • 37% increase in transactions
  • 30% uplift in sessions
  • The Challenge

    Hotter’s SEO & CRO eCommerce Specialist, Niall Brooke, wanted to improve the site’s user experience by targeting site security.

    The Hotter.com site was still using the HTTP protocol for non-checkout pages, which meant customers may be put off from purchasing because the Chrome browser now flags HTTP pages as “Not Secure” in the address bar. Being on HTTP also meant that the site was at a disadvantage to secure sites in organic search as Google gives a ranking boost to HTTPS sites.

    Google treatment of HTTP Pages

    Hotter decided that the site needed to be fully migrated to HTTPS so that customers could trust their sensitive information was being transferred securely even before making transactions. Their team also recognised that Hotter would also benefit from moving to HTTPS as the site would have a better chance of ranking in organic search so new customers could be introduced to the brand.

    The Solution

    Migrating to HTTPS

    Having previously used DeepCrawl to keep tabs on the site’s technical health, Niall and the team used our extensive reporting to ensure the move from HTTP to HTTPS was a clean one.

    Before the migration was launched, Niall ran a crawl of their staging site to check that any problem areas were identified including:

  • HTTP pages not redirecting to HTTPS using the HTTP Pages report
  • Pages featuring HTTP resources using the Mixed Content report
  • Pages with internal links to HTTP using the Links Between Protocols report
  • HTTP Pages report

    After identifying the issues, Niall was able to flag them to Hotter’s Project Developer, Dan Shaw, to fix before the migration went live.

    The Results

    After Hotter improved the security and user experience of their site with the help of DeepCrawl’s comprehensive reporting, the results were plain to see:


  • Hotter were able to generate 39% year-on-year growth in revenue from organic search.
  • The volume of transactions from organic search increased across the site by 37% year-on-year.
  • The Hotter site also saw a 30% year-on year uplift in the number of organic sessions.
  • Find out how you can improve your online customer experience with DeepCrawl’s unparalleled insights

    Do you want to improve user experience and revenue to your site like Hotter did? Then why not get started with a free trial to help you highlight and fix your site’s technical issues?

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