Fashionchick

Code Orange helps Fashionchick run a high traffic publishing site

Overview

Fashionchick, a well-known publishing brand in the Netherlands with over one million visitors per month and 100,000 followers on Instagram, relies on vast product feeds from multiple advertisers to display millions of products dynamically. However, its aging CMS was becoming a bottleneck, leading to severe performance issues, declining traffic, and lost revenue. To future-proof the business, Fashionchick partnered with Code Orange to develop a modern, scalable, and high-performing solution.

Opportunity: Recover lost traffic

Fashionchick’s previous backend system struggled with the following challenges:

 

  • Performance Degradation: Slow load times and poor Core Web Vitals metrics negatively impacted user experience and SEO rankings.

  • Traffic Decline: Reduced website speed and functionality caused a significant drop in organic search traffic.

  • Scalability Limitations: The outdated CMS was unable to efficiently process and display the massive volume of daily product updates from advertisers.

  • Revenue Impact: The combination of traffic loss and reduced user engagement led to a decline in advertising revenue

Recognizing the urgent need for a robust and future-ready platform, Fashionchick turned to Code Orange for a complete digital overhaul.

Solution: A High-Performance, Scalable CMS

Code Orange developed and implemented a custom-built CMS using Laravel Nova and AWS services, tailored to Fashionchick’s specific needs. The project included:

  

  • Migration to a Custom Laravel Nova CMS: Built to efficiently process and manage massive daily updates from advertiser product feeds.

  • Complete Front-End Redesign: Enhancing user experience and ensuring fast-loading pages.

  • Optimized Performance & SEO: Leveraging modern web technologies to significantly improve Core Web Vitals, leading to better search engine rankings.

  • Scalability & Future-Proofing: Enabling seamless handling of over 600,000 indexed pages and more than 2 million non-indexed pages, ensuring the platform could grow with increasing demand.

Outcome: Faster, Scalable, and More Profitable

The impact of the migration was immediate and transformative:

 

  • Traffic Recovery: Organic search traffic rebounded almost instantly post-migration.

  • Improved Website Performance: Faster load times and enhanced Core Web Vitals improved user experience and engagement.

  • Increased Revenue Potential: With traffic and usability improvements, advertiser ROI increased, leading to stronger partnerships.

  • Operational Efficiency: Reduced technical debt and improved content management, allowing Fashionchick to focus on growth rather than maintenance issues.

AWS Services used

To ensure Fashionchick’s new CMS was high-performing, scalable, and resilient, Code Orange leveraged key AWS services to build a modern cloud-based infrastructure.

 

  • AWS Service icon
  • Amazon RDS
  • Implemented for efficient database management, enabling the CMS to handle millions of product updates daily while maintaining high availability and performance.
  • AWS Service icon
  • Amazon ECS
  • Used to orchestrate and manage containerized workloads, ensuring smooth and scalable backend processing for product feeds and real-time data updates.
  • AWS Service icon
  • Amazon CloudFront
  • Deployed to accelerate content delivery, reducing latency and improving page load speed for users in the Netherlands and Belgium, critical for SEO and Google Discover rankings.
  • AWS Service icon
  • AWS Lambda
  • Used as a serverless CDN to efficiently distribute content and reduce backend load, ensuring optimal performance for high-traffic periods.
  • AWS Service icon
  • AWS CodePipeline & CodeBuild
  • Integrated for CI/CD automation, enabling fast and consistent deployments while reducing manual intervention and maintenance efforts.
  • AWS Service icon
  • AWS WAF
  • Implemented to protect against malicious traffic and spam bots, reducing database load by blocking automated requests that could degrade performance.
  • AWS Service icon
  • Amazon ElastiCache
  • Used for application caching, improving response times and reducing database queries, ensuring a faster and more efficient user experience.
  • AWS Service icon
  • Amazon CloudWatch
  • Provided real-time monitoring and alerting for infrastructure health, helping detect and resolve performance issues proactively.
  • AWS Service icon
  • AWS EC2 Application Load Balancer
  • Ensured efficient traffic distribution across ECS containers, optimizing availability and performance.
  • AWS Service icon
  • Amazon Route 53
  • Managed domain and DNS routing, ensuring reliable and fast access to the Fashionchick platform.
  • AWS Service icon
  • AWS Secrets Manager
  • Secured sensitive information such as database credentials, API keys, and other configurations, improving security and compliance.
  • AWS Service icon
  • Amazon GuardDuty
  • Continuously monitored and detected potential security threats, providing runtime threat detection to identify anomalies, unauthorized access attempts, and malicious activity in real time.

 

By leveraging these AWS services, Fashionchick achieved a robust and scalable architecture capable of handling real-time product updates, improving website performance, and optimizing operational efficiency.

© Code Orange.