Heartland Records
What Needed Fixing
- WordPress to Shopify
- AusPost Integration
- ShopPay Integration
- Customise Artists Filters
- Technical SEO
- Google Review integration
Heartland Records came to Defyn with a WordPress/WooCommerce store that simply wasn’t keeping up. The site was slow and underperforming, and product discovery had become a major pain point, especially with 5,000+ products in the catalogue. Filtering and browsing were sluggish, which made it harder for customers to find what they wanted and easier for them to drop off.
They needed a faster, more reliable eCommerce platform built for scale. Our recommendation was to migrate the store to Shopify, rebuild the filtering experience so customers could browse quickly and confidently, and implement key operational integrations including Australia Post (AusPost) shipping integration to support a smoother end-to-end purchasing and fulfilment process.
From Idea to Execution
- Woocommerce to Shopify
- AusPost Integration
- Technical SEO
- Google Review Integration
With performance and scale as the priority, we mapped out a migration approach that would minimise disruption while setting Heartland Records up for long-term growth. We started by auditing the existing WooCommerce store, cleaning up the product catalogue structure, and planning a Shopify build that could handle a large inventory without slowing down the customer experience.
From there, we migrated the site to Shopify and rebuilt the store experience around fast product discovery. That meant implementing a cleaner collection structure and rebuilding filters so customers could quickly narrow down 5,000+ products without lag or frustration. We also ensured the new theme and layouts were optimised for mobile-first browsing, where speed and clarity make the biggest difference to conversion.
To support operations end-to-end, we implemented Australia Post (AusPost) integration to streamline shipping and give customers accurate delivery options at checkout. The result was a faster, more scalable eCommerce foundation that’s easier to manage, easier to shop, and built to grow with the Heartland Records catalogue.
Wins & Outcomes
Heartland Records now has a faster, more reliable eCommerce platform built to handle a large catalogue without compromising the shopping experience. By moving from WooCommerce to Shopify and rebuilding the filtering and browsing experience, customers can find products quicker and navigate the store with far less friction especially across 5,000+ items. The site performance and usability improved significantly, the checkout journey is smoother, and shipping is now streamlined with Australia Post integration, making fulfilment easier for the team and delivery options clearer for customers.
Overall, the business is set up with a scalable foundation that supports growth, promotions, and ongoing catalogue expansion with confidence.
99.9%
In Website stability
60%
Increase in Total orders per day
40%
Increase in recurring customers
