A new information architecture: how to improve user experience and site visibility

CMP is an Italian brand specializing in outdoor and mountain apparel, offering technical and versatile collections designed for every experience — from outdoor adventures to everyday city life. In recent years, the brand has strengthened its digital presence by investing in ecommerce and content to drive online growth and visibility.

Client

CMP
Sector

Outdoor & Mountaineering
Area of Expertise

SEO

1. Goals

CMP’s ecommerce menu structure showed excessive fragmentation of PLPs, low-relevance categories, and non-localized URLs that were inconsistent with on-page content. This created navigation confusion and reduced search engines’ ability to correctly interpret the catalog hierarchy.

The project aimed to rebuild a stronger, clearer information architecture to improve both user experience and organic visibility.

Main goals:

Rationalize the menu structure by merging categories that respond to the same search intent, reducing redundancy and simplifying navigation.
Align URLs, menu labels, category titles, and on-page content, creating a clear and consistent match between taxonomy, semantics, and search intent.
Localize handles and on-page content into English and German, ensuring linguistic consistency and strengthening brand visibility in international markets.

2. Approach

The approach was driven by search demand analysis and competitive positioning, supported by a dedicated keyword strategy and competitor analysis. This allowed us to identify high-value strategic categories and critical areas where fragmentation compromised clarity or created inefficient navigation paths.

These insights guided the menu reorganization and renaming process, defining each category based on semantic coherence, search volumes, and its ability to clearly represent the content it included.

At the same time, we developed a dedicated redirect plan to properly transfer authority from deprecated URLs to new destinations, ensuring a smooth transition and helping search engines clearly understand the updated structure.

A key part of the project was managing the technical go-live phase, including handle validation, URL consistency checks, and thorough testing to ensure a smooth release without technical issues.

3. Results

The information architecture optimization improved the site’s ability to capture search intent, increasing organic visibility and traffic.

Overall impressions: +23.7% YoY
Overall clicks: +8.2% YoY
Sessions: +22.6% YoY

An example of our activity: we rebuilt the category with a broader, more representative naming and handle, clearly reflecting the full assortment available on the page. This update made the category composition explicit and improved both user understanding and search engine interpretation.

Handle URL BEFORE: /bambini/bambino/giacche
Menu label BEFORE: Giacche

Handle URL NOW: /bambini/abbigliamento-bambino/giacche-e-piumini
Menu label NOW: Giacche e Piumini

Performance:
Impressions: +30.7% YoY
Clicks: +12.3% YoY