Case study: Increasing website traffic and sales for Mystic Games 



Bart Bols, Owner of Mystic Games, got in touch with the team at Wicko Design for our knowledge and expertise in building and maintaining e-commerce websites.

The story

Mystic Games is an established gaming shop in the heart of Oxfordshire, stocking well-known brands such as Pokemon, Yu-Gi-Oh, Magic the Gathering, Warhammer, Star Wars X-wing, Blood Bowl and Alien. In addition to selling products ─ from board and card games to tabletop and role play games ─ the retailer also hosts frequent in-store gaming events.

The objective

Their previous website was built on Shopify, which wasn’t offering the team the functionality and features they needed. They required a more flexible platform, which would enable them to both sell products and promote events more easily.

Our approach


We built an e-commerce website for Mystic Games by moving the previous site from Shopify to a WordPress platform, which features a built-in WooCommerce commerce system. Here are just some of the benefits:

Easy-to-update events calendar - This feature has enabled Mystic Games to promote their calendar of gaming events to local enthusiasts. It’s easy for any admin to add or update event details and provide ticket and subscription options.

Better user experience – We added a large search field, which appears in the header of the site and uses predictive search to anticipate what a user is looking for. And to further enhance the user experience, we built a dynamic filtering tool into all the product pages, which allows users to filter the results of their search. So it’s possible to view all products by brand, for example.

More traffic from search engines – With many popular brands available on the Mystic Games site, there was an opportunity to attract more traffic from search engines. So we created additional landing pages for each brand within the site.

Higher ranking on Google Shopping - As part of the new website, we published details of all Mystic Games’ products on Google Merchant Center, which means they appear in Google Shopping searches. By combining this with AdWords, we could ensure that their products appear at the top of the results page, which generates additional traffic back to the website, and drives sales.

Store integration – It’s important that the stock on the website and in the shop remains in sync, so we used Slyink to integrate EposNow to the website and store. It means that when an item is purchased in-store, the online store is adjusted to match. Plus, when an item is sold online, staff in the shop are notified and can prepare it for delivery.

Built-in SEO and analytics - We’ve improved the website’s SEO ranking by adding meta details, schema and keywords to the relevant pages. It’s also connected to Google Analytics and Search Console to help support processes and acquisitions.

On-going support and training - The team receive on-going support with a website maintenance program that ensures the site is always kept up to date, backed up and secure. Training and advice is given to members with admin and editorial rights, so that they can update or add new pages with products and events, when required.

The result 


The new website has given the team the tools they need to add new products and events quickly and easily. Since it launched, Mystic Games has seen an increase in both traffic and sales. Visit Mystic Games trading card games and board games online shop.

Could you be next?

If you’re looking to drive more traffic to your website and increase sales, get in touch. We’d love to arrange a no-obligation meeting with you and our experienced website development team to discuss your requirements.

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