Growth Through Strategic Ecommerce Replatforming & Digital Transformation

As a global leader in oral protection, OPRO Group’s ambition was to ensure their digital presence matched their market-leading status.

However, their existing e-commerce platform presented significant roadblocks to scalability, performance, and user experience, hindering their potential for sustained online growth. Clear was engaged to tackle a multi-faceted set of challenges

Key issues:

• Outdated E-commerce Platform: They were currently using an outdated Magento platform which  lacked the features, security, and scalability needed for a global brand, with fragmented sites causing branding and management issues.
• Poor UX & Conversion: The dated design and clunky mobile experience, including the product configurator, hurt user engagement and sales.
• Technical Debt & Weak Integrations: Key systems (Dot Digital, Sage, Trustpilot, etc.) were poorly integrated, causing inefficiencies and data issues.
• SEO Migration Risk: Moving opromouthguards.com to opro.com and legacy pages to oproschools.com posed a serious risk to organic traffic.
• Untapped Marketing Potential: Technical SEO issues, weak tracking, and limited visibility hindered performance and growth of paid campaigns.

Objective: 

To lead a full digital transformation for OPRO, including upgrading to Magento 2, a user-focused redesign, seamless system integrations, and a strategic SEO migration — all aimed at building a scalable, high-converting platform that supports growth and reinforces OPRO’s premium brand.

Magento Rebuild & UX Overhaul

We began with a technical audit of OPRO’s Magento platform, surfacing issues with speed, stability, and mobile responsiveness. This formed the foundation for a full replatform to Magento 2.4.4, ensuring future scalability and robust performance for global e-commerce.

We delivered a complete redesign, prioritising mobile-first layouts, clear navigation, and frictionless user flows. Particular focus was placed on the product configurator, which was re-engineered to improve usability and conversion, alongside a streamlined checkout to reduce abandonment and boost transactions.

SEO Migration Strategy 

With OPRO consolidating multiple domains (opromouthguards.com and ASP.NET content) into a single brand experience across opro.com and oproschools.com, SEO risk was high.

We devised a granular SEO migration plan to protect and enhance search visibility — including:

• Comprehensive redirect mapping for thousands of URLs
• Internal linking optimisation to strengthen site architecture
• Schema markup implementation for rich result eligibility
• Technical checks to maintain crawl efficiency and indexing

System Integration

OPRO’s tech stack relied on several key third-party platforms, including Dot Digital, Innov8, Sage, Refersion, Trustpilot, and Codeless. Many were operating in silos or causing data fragmentation.

We facilitated custom integrations across all platforms, creating a stable, scalable infrastructure that enabled real-time data flow, smoother operations, and a single source of truth across departments — particularly critical for order fulfilment, reviews, CRM, and affiliate tracking.

Advanced Analytics Setup

To enable more data-driven decision making, we deployed a bespoke GA4 setup with enhanced e-commerce tracking.

This included tracking across product interactions, checkout steps, campaign attribution, and secondary goals like form submissions and brochure downloads — giving the OPRO team full visibility into what was driving revenue and engagement.

Performance-Driven Growth Marketing

Following the launch, OPRO entered the Growth phase of our process. Through a tailored retainer, Clear executed a multi-channel strategy combining:

Ongoing SEO (content strategy, keyword targeting, link acquisition) to build on early gains

Paid Media Campaigns across Google Search and Shopping, focused on high-intent, bottom-funnel users

Strategic landing page development to support campaign conversion. This ensured the new site not only looked and functioned better — but also performed commercially from day one.