What Morethanmeeples changed

• Navigation links for Graphic Novels, Toys & Collectibles, Bazaar, Puzzles, and Accessories now point to the "on-sale-board-games" URL instead of their respective category homepages.

• The main "Tabletop Gaming" and "Board & Card Games" menu links were updated to point to the sale page.

• The "About Us" link in the header was changed to point to the sale page.

• The public-facing email address was updated with a bot-protection wrapper.

• Multiple main menu links (Tabletop Gaming, Graphic Novels, Toys & Collectibles, Puzzles, and Accessories) now redirect to the "mtm-loyalty-and-rewards" page instead of the home or category pages.

• The "About Us" link in the header now points to the loyalty and rewards page.

• The shopping cart link now directs users to the loyalty and rewards page.

• The "Skip to content" accessibility link was updated to the rewards URL.

• Updated the "Skip to content" link to point to the board games sales page.

• Changed main navigation links for "Tabletop Gaming," "Board & Card Games," and "Miniatures Games" to the new URL.

• Redirected category headers like "Puzzles," "Accessories," "Graphic Novels," and "Toys & Collectibles" to the same sales-focused page.

• Updated the "About Us" and "Cart" links to point to the board games online landing page.

• Added a "Preorders" link to the main navigation menu.

• Replaced all "Featured Board Games" on the homepage with new titles including Cozy Cat Cafe, Modern Problems Require Fantasy Solutions, and First Contact.

• Added a new category for Cyberpunk TCG under Collectible Card Games.

• Reordered the list of Trading Card Games in the navigation menu.

The competitor has redirected many of their main category links (like Puzzles, Accessories, and Graphic Novels) to their "On Sale" page. This suggests a heavy push to clear inventory during their End of Financial Year sale.

The site has changed many top-level navigation links to point directly to their loyalty and rewards page. This suggests a strong push to increase sign-ups and customer retention during their current sale.

The competitor has changed dozens of internal links to point to a specific "buy board games online" landing page. This is likely an SEO tactic to rank higher for that specific search term.

The store has refreshed its homepage with new products and added a dedicated "Preorders" section to the main navigation. This shows which new titles they are betting on to drive sales.

• Updated navigation links for "About Us," "Tabletop Gaming," "Puzzles," "Accessories," "Graphic Novels," and "Toys & Collectibles."
• These links now point to the /buy-board-games-online URL instead of the root domain.
• The "Skip to content" and "Cart" links were also updated to point to this new target page.

The store changed many top-level menu links to point to a specific "buy board games online" page instead of the homepage. This is likely an effort to improve search engine rankings for that specific phrase.

• Main category links for Board Games, Graphic Novels, Puzzles, and Toys now link to the Loyalty & Rewards page instead of category landing pages.

• The "About Us" link in the header now points to the Loyalty & Rewards page.

• The "Bazaar" and "Tabletop Gaming" navigation items now redirect to the rewards section.

• The shopping cart empty state message was updated from a generic link to the rewards page link.

• Updated the primary navigation links for "Board & Card Games," "Miniatures Games," "Collectible Card Games," "Roleplaying," "Puzzles," and "Accessories" to point to a new URL: /buy-board-games-online.

• Changed the "About Us" and "Bazaar" links to point to the same "buy board games online" page.

• Updated the "Skip to content" and "Cart" links to redirect to the new landing page.

• Replaced the visible sales email address with a protected email link to prevent spam.

The site has changed many main navigation links to point directly to their loyalty and rewards page. This suggests a major push to increase sign-ups and customer retention during their end-of-financial-year sale.

The competitor has updated dozens of internal links to point to a specific "buy board games online" landing page. This suggests a major SEO push to rank for that specific high-value search term.