Dinny Hall is an award-winning British jewellery designer with five London boutiques, a concession at Liberty, and a thriving online store. After 40 years building one of the UK's most recognised jewellery brands, their Magento store had fallen behind, running on Magento 2.4.3 with PHP 7.4, passed between multiple agencies and freelancers, and heading into their busiest trading period with critical unresolved issues.

Challenges Encountered

  • Outdated Platform: Running Magento 2.4.3 on PHP 7.4, five major versions behind, missing security patches and performance improvements
  • Cart Failures: A faulty module was causing Redis session errors that emptied customers' baskets, affecting approximately 1 in 4 users
  • Site Instability: Recurring outages, Redis cache errors, and session failures were undermining customer confidence during the critical pre-Christmas trading period
  • SEO Index Bloat: 1.8 million URLs indexed in Google Search Console, the vast majority unnecessary, wasting crawl budget and diluting ranking signals
  • Email Deliverability: Transactional emails including order confirmations were landing in spam folders, leaving customers without purchase confirmation
  • Unresponsive Support: Previous developers were slow to respond to issues, leaving critical bugs unresolved for extended periods
  • Peak Season Risk: With Black Friday and Christmas approaching, the store was at serious risk of underperforming during its highest-revenue period

For an established luxury brand processing thousands of orders through peak season, every cart failure represented lost revenue and a damaged customer relationship. With 1 in 4 users losing their basket contents, the commercial impact was significant.

Interjar onboarded the project, migrated hosting, upgraded the platform, and resolved the critical cart issue, all within the first 30 days, stabilising the store ahead of Black Friday.

Platform Upgrade & Infrastructure:

  • Upgraded from Magento 2.4.3 / PHP 7.4 to Magento 2.4.8-p2 (latest release) within 30 days
  • Migrated hosting to Sonassi, an enterprise-grade platform built exclusively for Magento, with 24/7 emergency support and high-performance infrastructure
  • Implemented end-to-end testing across the full shopping journey to validate every deployment
  • Configured Cloudflare with a comprehensive security and performance ruleset tailored for Magento, beyond the basic DNS configuration previously in place

Performance Optimisation:

  • Implemented Magepack JavaScript bundling to reduce page load times
  • Optimised Varnish full page cache configuration, reducing unnecessary cache flushes and extending cache lifetime
  • Reclaimed server disk space by cleaning outdated image assets
  • Moved JavaScript loading to the page footer for faster initial rendering

Critical Bug Resolution:

  • Diagnosed and resolved the Redis session handling issue that was emptying 1 in 4 customer baskets
  • Fixed Klarna payment integration at checkout
  • Resolved cart price synchronisation, gift message errors, and post-checkout cart clearing
  • Restored reliable transactional email delivery so order and refund confirmations reach customers

Technical SEO Overhaul:

  • Conducted a full technical SEO review covering canonical URLs, robots.txt, XML sitemaps, and pagination handling
  • Blocked internal Magento URLs from search engine indexing
  • Reduced indexed URL count from 1.8 million, eliminating crawl waste and duplicate content
  • Installed and configured the Mageworx SEO Suite for ongoing meta tag management

Integrations & Ongoing Support:

  • Reviewed and improved Klaviyo email marketing integration including product feeds and gift card sales data
  • Implemented Zendesk customer support integration giving the team direct access to order details from support tickets
  • Configured Google Merchant Center shopping feed and Pinterest conversion tracking
  • Established monthly infrastructure reviews, dependency updates, and continuous deployment cycles

Outcomes:

  • 99.9% uptime through peak season

Zero outages during Black Friday and Christmas after recurring instability before the migration

  • Cart abandonment bug eliminated

Resolved the session error that was emptying baskets for approximately 1 in 4 users

  • Magento 2.4.3 to 2.4.8-p2 in 30 days

Five major version upgrade completed within the first month, closing critical security and performance gaps

  • 42% improvement in average search ranking

Technical SEO cleanup and crawl waste reduction lifted average position from 31 to 18

  • 1.8M indexed URLs reduced significantly

Eliminating duplicate and internal URLs improved crawl efficiency and ranking signal concentration

  • Transactional emails restored

Order confirmations and refund notifications now reliably reach customer inboxes instead of spam folders

Services Provided

  • Magento 2 Platform Upgrade
  • Hosting Migration (Sonassi)
  • Performance Optimisation
  • Varnish Cache Tuning
  • JavaScript Bundling (Magepack)
  • Technical SEO Audit & Remediation
  • Redis Session Management
  • Cloudflare Security & Performance
  • Checkout & Payment Debugging
  • Email Deliverability
  • Klaviyo Integration
  • Zendesk Integration
  • Google Merchant Center Feed
  • End-to-End Testing
  • Ongoing Managed Support

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