DryFireMag is a fast-growing firearms safety company in Idaho that primarily sells its products on their e-commerce store. We helped them increase their conversion rate and redesign their website so customers could find, and purchase products more easily.
Their website was never what they hoped it would be. It was cumbersome and did not help customers find what they needed—in fact, it did the opposite. DryFireMag saw sales decreasing and needed a solution.
We analyzed how customers used their website using heatmaps and user testing, and redesigned the user from the ground up so our customers could find what they were looking for—and make a purchase—quickly.
The result is a high converting site that has only grown in traffic, traction, and sales for DryFireMag since we launched. The success has put them in a new position to open up to international sales.
“Structure was the most professional, responsive and personal of them all.”John Seigler, head of product
Clarifying the content
One of the biggest issues with the old DryFireMag site was that, as the business grew, they felt they needed to communicate more things to their customers on their website. More product information, more shipping notices, more marketing announcements. The site became cluttered and we helped them get back to the basics—and figure out a way to organize the content so it supported customers during the checkout flow instead of distracting them.
Lifting the brand
The DryFireMag brand was severely underdeveloped. While the DryFireMag didn’t want to invest in a rebranding or brand strategy process, we were able to bring out the best of the brand as-is, and bring in some new elements that helped the website feel more exciting and align a bit better with its target audience.
Beautiful, functional web design
Another challenge was helping customers find the right mag for their pistol. The DryFireMag team was receiving dozens of support calls and returns each day from customers who had purchased the wrong product. Finding a solution would not only result in happier customers but less overhead and more profit for the business. We built a fun product quiz right in the navigation so that customers could select their pistol and get redirected to the perfect product.
Data-concious web development
Since their e-commerce store was already live and bustling (with a sizeable shipping and logistics team behind it) we took great care to retain the integrity of their integrations, business systems, and customer data. The site already used WordPress CMS with WooCommerce e-commerce functionality, so there was no reason to re-invent the wheel, however, ensuring customer data didn’t get lost or changed was a challenge. Luckily, this wasn’t our first rodeo and the launch went off without a hitch.
Conversion Rate Optimization
UI / UX Design