E-Comm Overhaul
- Outdoor Recreation
- DeliverablesArchitecture, Content, Customer Experience, Data & Analytics, E-Commerce, Mobile, SEO/SEM, UX/UI, Websites
E-Comm Overhaul
Challenge
Badlands needed its website to live up to the reputation of its formidable hunting gear: uncompromising quality and an unwavering commitment to detail. So they charged us with elevating their user experience, site usability and mobile design. Add in an evolving brand — updated colors, fonts and messaging — and the site was ripe for a major makeover.
Solution
Our team started by searching for answers from straight shooters. We conducted usability testing on the site, tracking navigation tendencies and gathering real feedback from both Badlands’ current email subscribers and a larger audience with an affinity for hunting. Then we stalked the competition to get a bird’s eye view on web trends and best practices in the hunting space.
After a full site audit, heatmap analysis and sifting through user surveys, we took aim at improving the entire experience. We reorganized the site’s structure, optimized for mobile and added key product details along the user journey. The result? More products in carts, more users at checkout and a huge boost to conversion rate.
Doubling down on the details doubled Badlands’ e-comm conversion rate.
ELIMINATING DECISION FRICTION WITH SPEED AND PRECISION
The new Badlands homepage allowed the brand to reintroduce itself, upping the attitude through updated fonts and colors. The restructured and streamlined main navigation helped users navigate with fewer clicks and allowed the desktop and mobile menus to match exactly. We rounded things out with large callouts for relevant cross-selling — a strategy used throughout the site to keep the latest, most topical gear in front of shoppers.
Full on Filtering
We added new filters based on product properties: technology, feature, weather condition, species and gear type.
Simple Addition and Satisfaction
Shoppers could stash products in their cart even faster than before, with the ability to add to their cart from the product collection page and with a better product preview.
Quick-to-Click Cart
Updating the slider tray meant users didn’t have to leave the page and could continue shopping while seeing their cart. Plus, the added progress bar incentivized more shopping to unlock free shipping.
KEEPING USERS ON THE HUNT FOR NEW GEAR
Every enhancement allowed hunters to scope out gear more easily and pull the trigger when it was time to purchase. Since the majority of Badlands’ sales were made on mobile, we optimized the entire site for smartphone shoppers. To display the most pertinent product info, we added iconography and temperature ratings to product pages. Dynamic, tag-based callouts on products explained the benefit of Badlands’ game-changing technology and linked to more in-depth information. And on the homepage, we added a gear builder for customizing and a “Shop Your Hunt” menu for fast finds.
Overhauling the shopping experience led to overachieving metrics.
DIALING IN THE DETAILS DELIVERED BIG TIME
Enhancing every aspect of the user experience and interface turned the new BadlandsGear.com into a money-making machine. Thirty days after launch, the site easily outpaced its performance from the previous year.
Increase in Adds to Cart
Increase in Sessions Reaching Checkout
Increase in Sessions Converted
Increase in Conversion Rate
Increase in Average Order Value
