Background
Simms Fishing Products has been making top-tier waders and fly fishing gear for decades. When they approached us, they had a clear vision: create a better online experience for both their retail customers and the professional guides who depend on their gear.
Instead of hiring multiple full-time positions, Simms brought us on as their fractional web team. It's an approach that gave them access to senior-level expertise across strategy, design, development, and optimization - without the overhead of a traditional in-house team.
The Challenge
Like many growing brands, Simms faced several interconnected challenges:
Finding Products Locally Customers wanted to know which nearby retailers had specific products in stock. Without this information, potential sales were being lost and retail partners were missing out on foot traffic.
Scaling the Trade Program Professional guides and industry partners needed a better way to access Simms products. The existing system worked, but there was room for a more streamlined experience.
Site Performance and Costs Third-party tools like Searchspring were driving up monthly costs while limiting customization options. Simms wanted more control over their site experience.
Development Workflow Without formal version control, making updates and tracking changes was more complex than it needed to be. This slowed down the pace of improvements.
Conversion Optimization While the site performed well, data suggested there were opportunities to improve conversion rates through systematic testing and refinement.
Our Approach
As Simms's fractional web team, we tackled each challenge with focused solutions:
Custom Store Locator
We developed a dynamic application that connects directly with distributor inventory systems. Now customers can instantly find which local retailers have their size and preferred products in stock.
This wasn't just about convenience - it strengthened relationships with retail partners by driving qualified foot traffic to their stores. The app integrates seamlessly with Shopify and updates in real-time.
Streamlined Trade Program
We redesigned and rebuilt the trade program application from the ground up. The new system features automated verification for industry professionals, tiered pricing structures, and a much cleaner user interface.
Professional guides and fishing industry experts now have a dedicated portal that respects their time and makes ordering simple.
In-House Search and Filtering
After analyzing Simms's actual usage of Searchspring, we realized we could build equivalent functionality directly into their Shopify theme. This gave Simms complete control over the user experience while significantly reducing monthly software costs.
The migration required careful planning, but the result is faster page loads and unlimited customization without third-party constraints.
Modern Development Practices
We implemented Git-based version control for all theme development. This might sound technical, but the impact was immediate: faster deployments, clear change tracking, and the ability to quickly revert if needed.
Every team member now works with confidence, knowing exactly what's changing and why.
Data-Driven Optimization (CRO)
Starting in late 2024, we launched a comprehensive A/B testing program focused on key conversion points: product pages, navigation, and checkout flow. Rather than making assumptions, we're letting customer behavior guide improvements.
This testing framework will continue throughout 2025, ensuring the site evolves based on real user data. We pride ourselves as a CRO and growth agency, as it applies into our ongoing initiatives and new Shopify website builds.
Content-Rich Blog Platform
We built a flexible blog framework that supports multimedia content, from embedded videos to dynamic category showcases. This helps Simms share their expertise and connect with customers through compelling stories about fishing and the outdoors.
The enhanced blog also strengthens SEO efforts and provides valuable content that keeps customers coming back.
Results
The fractional web team model delivered exactly what Simms needed:
Cost Efficiency: Access to multiple senior-level skill sets at a fraction of traditional hiring costs
Faster Development: Streamlined workflows and proper version control mean updates happen in days, not weeks
Better User Experience: Custom applications serve both consumers and trade partners more effectively
Reduced Dependencies: Moving away from costly third-party tools gave Simms more control and flexibility
Measurable Improvements: Ongoing A/B testing continues to drive higher conversion rates based on actual user behavior
Stronger Brand Presence: The enhanced blog and improved site performance reinforce Simms's position as a leader in fly fishing gear
Looking Ahead
Our partnership with Simms continues to evolve. In 2025, we're expanding our testing initiatives to cover every major user journey. We're also exploring new features for the trade program based on feedback from professional users.
By combining strategic thinking with hands-on execution, we're helping Simms build an online presence that matches the quality of their products. It's proof that the fractional model works - delivering enterprise-level capabilities at a scale that makes sense.
The best partnerships are built on trust, clear communication, and shared goals. That's exactly what we've found with Simms, and we're excited to see where the next year takes us.
