Retiring a CMS under SEO-critical pages
Decommissioning Decathlon's legacy CMS and moving homepage and landing page components to ContentStack without losing organic traffic.
35–40% faster migrated components Nov 2024 – May 2025 ContentStackTechnical SEOStructured dataAmplitude
Context
The homepage, global navigation, footer and landing pages sat on a legacy CMS. Most of these pages carry organic search traffic, so the migration had to protect rankings while cutting infrastructure cost and technical debt.
What I did
- Headed the decommissioning plan and the migration to ContentStack.
- Standardised an SEO-ready landing page framework: templates carrying programmatic structured data, alt text and accessibility fixes.
- Coordinated page migrations with the SEO leads.
- Implemented global tracking in Amplitude to compare behaviour before and after.
- Kept decisions, risks and roadmap status documented through delivery.
Outcome
- Migrated components loaded 35–40% faster on the homepage and in the landing page framework.
- Lower infrastructure cost and less technical debt from retiring the legacy CMS.
Stack
ContentStack, Amplitude, structured data (schema.org), Search Console.