Onyxtrail Outdoor
Conversion Lift
for a DTC Outdoor Gear Brand
The fast-growing online retailer for high-end outdoor gear unlocked a 30% conversion lift by streamlining the buyer journey and simplifying site navigation.
+29%
Completion Rate
17%
ROAS increase
The Goal
Turn abandoned carts into completed purchases and unlock new revenue by optimizing the conversion funnel for a premium DTC brand known for its high-performance outdoor equipment.
The Challenge
Despite strong traffic and engaged shoppers, a 3.1% cart-abandon rate was quietly siphoning off millions in revenue. With margins tightening and paid media costs rising, the brand needed a smarter path to profitability.
The Playbook
A four-part CRO sprint designed to convert hesitation into action.
UX Heat-Map Analysis
We dug into user behavior—scroll maps, click tracking, rage clicks—to find sticking points in the checkout experience.
Result: 38% of drop-offs occurred on the shipping page due to lack of delivery transparency and mobile friction.
Redesigned Checkout Flow
Streamlined the checkout to reduce from 4 steps to 2, added real-time shipping calculators, and prioritized mobile UX.
Result: 22% reduction in drop-off between cart and payment.
Personalized Exit-Intent Offers
Launched targeted offers based on cart value, location, and browsing history. High-AOV customers saw free expedited shipping; returning visitors got 10% loyalty incentives.
Result: 14% recapture rate from exit-intent triggers.
Paid-Media Budget Reallocation
Rebalanced spend from top-of-funnel awareness to high-intent retargeting, boosting efficiency while nurturing ready-to-buy shoppers.
Result: Tactics included dynamic product ads, cart-rescue sequences, and first-party data reactivation.
Overall Results
In 90 Days:
- +29% checkout completion rate
- $1.2M in additional annual profit
- ROAS jumped from 3.4 → 5.1
- CAC held flat while revenue per visitor rose 17%
Why It Matters
For scaling ecommerce brands, traffic and conversion are what pay the bills. This project proves how targeted user experiences, smart personalization, and better budget discipline can flip friction into fuel for growth.
We thought our cart-abandonment rate was just part of doing business, until Eric showed us how much money we were leaving behind. His data-driven approach turned user behavior insights into real revenue. The checkout redesign, targeted incentives, and smarter ad spend all added up to a 29% lift in conversions and over $1.2 million in annual profit. That’s not just optimization. That’s impact.
Reed Caldwell
Chief Financial Officer, Onyxtrail Outdoor
Testimonials
★ ★ ★ ★ ☆
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Greg Silmer
Los Angeles, USA
What sets Eric apart is his ability to connect the dots between technology, user experience, and business impact. He makes innovation happen by optimizing workflows, championing a customer-first mindset, and leading high-performing teams.
Senior Digital Marketing Manager
What truly stands out about Eric is his exceptional leadership in guiding [a] team through forward-thinking initiatives that drive impactful results. He is a respectful and visionary thought leader who consistently identifies opportunities for immediate success and long-term growth and sustainability.
Senior Product Marketing Director