Overview
When Western Welder Outfitting came to us, they were battling some serious technical problems, especially with their site’s header navigation. As we dug in during our discovery process, it became clear that the underlying theme was causing more problems than it was worth. Rather than pouring time and money into fixing a broken foundation, we made a strategic call: migrate to a new, modern theme that preserved the overall structure of the site while eliminating all major technical issues. The result? A cleaner, faster, and more stable site at a fraction of the cost of custom fixes.
- Discovery
- Guided Build
- Theme Migration and setup
- A/B Testing | Conversion Rate Optimization
- Bundle App Integration
Emergency Tech Fix: Theme Migration & Stabilization
The first priority was stopping the bleeding. Western Welder’s navigation wasn’t functioning properly, causing real friction for customers trying to browse or buy. When we dug deeper, we found that the site’s theme was bloated and buggy, with multiple issues that would require expensive fixes.
Instead of patching the old theme, we opted to migrate the site to a fresh, stable Shopify 2.0 theme. This move allowed us to:
- Fix all navigation and layout issues immediately
- Maintain the general structure and branding of the old site
- Upgrade the performance and backend flexibility at a fraction of the cost of fixing the old theme
We handled the entire theme setup, ensuring the site looked familiar to loyal customers while functioning much better behind the scenes.
Site Optimizations
Once the foundation was solid, we focused on improving the overall shopping experience. These weren’t flashy redesigns—just smart, strategic updates that made the site easier to browse, shop, and trust:
- Navigation Redesign: We refined the header to make it easier to find key products and use search on both mobile and desktop.
- Catalog Restructure: Since the brand only had a few SKUs but many color variations, we broke out each color as its own product. This made the collections feel fuller and allowed customers to visually browse the variety—highlighting the product’s biggest differentiator.
- Product Page Enhancements: We improved the PDP layout by surfacing the “Add to Cart” button earlier, optimizing mobile layout, adding trust badges (for FR certification), and using bullet points to make product descriptions easier to scan.
Each change was aimed at clarity, speed, and trust, factors that directly impact conversion rate.
Solving Product Flexibility with Our Bundle App
As part of our work with Western Welder, we implemented our own custom-built Shopify app: Bundle GOAT: Power Bundles. This app was designed to solve a major limitation for stores selling multi-packs—especially apparel brands with size and color variants.
Previously, Western Welder’s 3-pack bundles could only be purchased in a single size or color. That restricted customer choice and left revenue on the table. Our single SKU bundling functionality changed that.
With our bundle app, we:
- Enabled customers to mix and match sizes and colors within a single 3-pack
- Improved the shopping experience by letting users build their bundle directly on the product page
- Helped the store increase average order value and boost conversion rates
- Ensured the bundle UI was fully responsive and brand-aligned across devices
- Provided a flexible system that the Western Welder team could update or adjust without custom code
This upgrade aligned with the brand’s mission: simple, tough gear that just works—now with a buying experience to match.
A/B Testing & Conversion Rate Optimization
With a clean foundation and upgraded experience in place, we shifted focus to A/B testing and ongoing CRO.
We ran over a dozen A/B tests over six months, with a heavy focus on the product detail pages (PDPs)—the highest-traffic area of the site and the primary landing destination from ads.
Key experiments included:
- Bundle Callout Test: A banner above the Add to Cart button offering “Buy 2 shirts, get 10% off | Buy 3, get 20% off.” This test led to a significant lift in AOV and total revenue, and was later implemented sitewide once a/b testing proved significance.
- Trust Badge Positioning: We tested different placements and visual styles of trust badges for FR safety. These subtle changes helped improve perceived product quality and boosted conversions.
- PDP Layout Variations: From moving up product images to rearranging page elements, we tested different structures to reduce friction and improve clarity.
Each test was run with statistical confidence and directly informed permanent changes to the site. The result? A smoother customer journey, higher purchase intent, and stronger overall performance.
Results Summary
In less than a year, our work with Western Welder Outfitting turned a struggling storefront into a high-performing sales channel. By combining quick technical triage with smart UX improvements and a structured A/B testing roadmap, we helped the brand unlock more value from every site visitor.
Highlights:
- Resolved critical site issues with a theme migration that preserved structure but upgraded performance
- Improved product visibility and discoverability by restructuring how color variants were shown
- Boosted trust and clarity through better product page layout, mobile enhancements, and clear FR certification messaging
- Increased average order value and conversion rate through strategic A/B testing, particularly around bundling incentives and PDP layout
The outcome? A smoother shopping experience, higher customer trust, and a meaningful lift in revenue, all without a full redesign or massive development spend.
