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Backcountry Gear

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  • From custom theme development to platform migrations, DigitlHaus is our favorite agency partner. They go above and beyond to ensure their customers have a successful BigCommerce launch every time.

    Jason Flagg BigCommerce
  • The Brand

    Established in 1996, Backcountry Gear has a long history of partnering with top brands to provide its customers with the best outdoor apparel and gear. Although it sells through a single physical store in Eugene, Oregon, the company’s primary sales outlet is its online eCommerce store.

    Backcountry Gear found itself at a fork in the road regarding the development and maintenance of its eCommerce store. Due to changes to the Magento platform upon which the store was built, Backcountry Gear needed to either rebuild its store on the latest version of Magento or migrate the entire store to a new platform. Faced with this decision, the Backcountry Gear team saw an opportunity to reconstruct and modernize its store, implement a better user experience, and add new functionality to gain a competitive advantage in the outdoor gear world and increase online sales.

    The primary point of Backcountry Gear’s frustration was Magento’s limited out-of-the-box functionality. It required heavy development to create a customized store on the platform. So, even though what could be accomplished on Magento was virtually limitless, creating the website the company desired was an expensive proposition as it involved hiring a Magento developer.

    In addition to requiring an excessive amount of costly third-party extensions to achieve the online store’s existing features, Magento pushed frequent major updates, which often required an expensive Magento developer to manage. And, due to the developer expense, Backcountry Gear didn’t engage in the level of SEO practices it would have liked to do to get more organic traffic.

    Backcountry Gear also experienced pain points associated with user experience. For instance, the store lacked many standard eCommerce features like the ability to shop by brand. Also, the mega menu was too simplistic and didn’t display all the categories to shop from, resulting in the customer having to click through several pages to find the products they were looking for. Although the site had a healthy amount of traffic due to its structure and the number of clicks a customer had to make to find something, the site had a high bounce rate, therefore, affecting all aspects of their overall sales.

    Finally, because Backcountry Gear didn’t keep the website updated and properly maintained, the shopping experience was outdated and didn’t stand strong against the competition.

    All of these issues prompted Backcountry Gear to look for a new platform on which to host its eCommerce store, along with a knowledgeable and affordable partner to develop it. This search led the company to DigitlHaus.

  • What We Did

    DigitlHaus is a full-service eCommerce agency dedicated to delivering aesthetically pleasing design solutions for B2B and D2C brands. An Elite BigCommerce agency partner, DigitlHaus empowers brands to reach their maximum growth potential by creating and implementing eCommerce solutions that are designed to be future-proof, thereby saving time and money, boosting product sales, and attracting new customers.

    At the start of the engagement, the DigitlHaus team explored platform options with the Backcountry Gear team to help them make the decision to migrate the eCommerce store to BigCommerce. Once that decision was made, the DigitlHaus team began the migration to BigCommerce and the revamping of the user experience.

    To achieve optimum results, the DigitlHaus team initiated a thorough, nine-point methodology that considered every element of the website’s design and construction, from the header to the footer of each page. The goal was to create the best shopping experience to attract new customers while increasing overall sales and conversions.

    The DigitlHaus team built a comprehensive mega menu into the homepage to address the cumbersome navigation issue. This gave customers quick access to three category levels, eliminating the need for unnecessary click-throughs and pages. They also introduced filters and faceted search functionality utilizing BigCommerce's out-of-the-box features, allowing customers to filter by attributes like brand, size, color, and clearance, both on the category pages and search page.

    Additionally, the DigitlHaus team developed a visually compelling and brand-oriented design for the website. With no previous brand guidelines available, they chose a modern and new style guide that consisted of new colors and font styles to match the existing logo and used the client's exceptional photography to support various categories and promotions. A unique topography-style texture was incorporated into the site to further its identity and create a visually engaging browsing experience.

    As a further improvement, the DigitlHaus team integrated a blog feed into the website, pulling in the latest blog posts with a custom blog posting page and a custom feed. The new design categorized the articles under various segments, such as travel, accessories, and apparel.

    Services Performed: Data Migration, Custom Development, UX/UI/CX Design, Content Strategy, Search Engine Optimization, Conversion Rate Optimization

    Tech Stack Used: BigCommerce, Yotpo, Klaviyo, Trustpilot, Elfsight, Searchanise

  • The Results

    Leveraging best practices in areas such as back-end operations, brand visibility, search engine optimization, native and new custom functionality, and user experience, the team at DigitlHaus implemented strategies to boost conversions across all pages.

    Results: 58% Increase in Revenue, 49% Increase in Transaction, 6% Increase in Average Order Value, 5% Increase in Conversions

  • Awards & Recognition

    In 2022 Backcountry Gear has won a CSSDA UX Design Award, Innovation Design Award, UI Design Award and Special Kudos Award.

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