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HealthPost brings its flagship website onto Shopify Plus

Platform implementationSEO migrationData migrationUX/UI and CRO

HealthPost

Hands holding a glass jar of green smoothie topped with a mint sprig and a paper straw

Organic search is an important source of customers for HealthPost, a New Zealand health retailer with a catalogue of more than 6,000 products. Moving its website to a new platform meant protecting how customers found those products, alongside the information and shopping experience they relied on.

  • Introduction

    HealthPost’s flagship website was running on BigCommerce, while its acquired brands, Flora & Fauna and Nourished Life, were already using Shopify. The team preferred Shopify’s ease of use, app availability and merchandising tools, and wanted to bring the flagship business onto the same platform.

    HealthPost partnered with Overdose to migrate to Shopify Plus. The work brought together platform delivery, technical SEO, data migration and customer experience, with an ongoing partnership supporting further improvements after launch.

    Following the migration, HealthPost continued working with Overdose through an ongoing retainer covering optimisation, subscriptions and search. This extended the engagement beyond the platform move, with further work focused on how customers find products, make repeat purchases and use the new store.

  • Scope

    • Strategy
    • Systems architecture
    • Platform implementation
    • Front-end development
    • Data migration
    • SEO migration
    • UX/UI and CRO
    • Analytics implementation
    • Subscriptions and loyalty
HealthPost website screens: homepage and product pages

Challenges & solutions

Swipe to explore all three

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  1. Challenge

    Protecting Organic Search During The Migration

    HealthPost needed to protect its established organic search presence across a catalogue of more than 6,000 products. Its existing category pages made some product links difficult for Google to discover, limiting how effectively the catalogue could be crawled. The migration needed to address that issue while preserving the visibility the business already relied on.

    Solution

    We audited the site before launch and brought the SEO requirements into the development work, including redirect mapping and hreflang logic. The new category pages made product links accessible to crawlers, addressing the discovery issue on the previous website.

    HealthPost ranked for 2,300 keywords in Google’s top ten six months before launch. By June 2026, that figure had increased to 4,000.

  2. Challenge

    Improve Site Search Without Delaying The Migration

    HealthPost's own team had already ruled out its incumbent search platform, concluding it couldn't keep pace with how a 6,000+ SKU wellness catalogue actually gets searched: by ingredient, dose form and dietary requirement, not by product name or generic keyword matching. What hadn't been settled was the replacement. The sister brands, Flora & Fauna and Nourished Life, were running on entirely different themes and data structures, so any fix had to work as a considered group-wide decision, not a like-for-like swap bolted onto one store. Waiting for the search decision would have put the migration launch date at risk.

    Solution

    We launched the migration with an interim search app so the platform move could proceed while the longer-term search evaluation continued.

    Using search queries the existing system struggled with, we tested Nimstrata, built on Google Cloud’s Vertex AI Search for Commerce, alongside the incumbent and other alternatives. The evaluation focused on how well each option understood ingredient and certification attributes, which were important to HealthPost’s customers.

    The rollout began with a pilot on a HealthPost development site, and is now likely to be extended across the other two sites in the group.

  3. Challenge

    Protecting Gift Cards, Loyalty and Reviews During Cutover

    Customers’ gift-card balances, loyalty points and product reviews needed to move accurately to Shopify. Missing or mismatched records would affect customers when they next tried to redeem a balance, use their points or research a purchase. Gift cards therefore needed their own validation before cutover, alongside the checks on loyalty and review data.

    Solution

    Products, customers and order history were loaded through Matrixify in sequenced annual batches, with delta runs on cutover night. Gift cards were treated as their own workstream, with test imports validated before cutover. A full week of UAT fed a go/no-go checkpoint that separated real launch blockers from fixes that could follow, and the cutover itself ran off a shared runbook HealthPost could edit live.

Experience

Helping Customers Research Their Choices

Ingredient information and certifications help HealthPost customers decide what to buy. The new website brings product information, educational content and customer reviews together to support that research.

We rebuilt the content experience around a dedicated Wellness Hub, with author pages, an ingredients glossary and search specifically for its content. Customers can explore information about ingredients and wellbeing alongside the product catalogue.

Certification marks and Yotpo reviews are included in the page layouts, giving customers access to this information as they consider a purchase.

Woman in headphones jogging through a park

Results

Top-10 Google keywords after launch
4,000

Compared to 2,300 6 months prior to launch.

HealthPost Breakfast Foods category page

Client love.

“Six months of work. We've built Flora & Fauna and Nourished Life on Shopify previously, but this was the migration we were most nervous about. Loyal customers, complex catalogue and site architecture, highest volume, highest stakes. We're through the other side. Core Web Vitals already shifting hard in the right direction, and early signals on SEO and conversion are very encouraging too. Big ups to the team at Overdose. We pushed each other hard and built something we're all proud of.”

Abel Butler,

CEO

HealthPost logo, black variant

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