An iconic Shopify Store designed and built for Bertello

Services Provided:

  • Optimized UX and UI
  • Custom Shopify Theme Development
  • Implementation of subscriptions and a loyalty program
  • Interactive content and product education
  • Mobile First Shopping Approach


Increased Sales


Increased Traffic


Reached Checkout

Our customers say

star Excellent
Increased site traffic by 36%
Customers over time increased by 51%
Online Store conversion rate increased by 71%
Average order value increased by 14%
Since working with Arctic Grey the new UX focused site design with a mobile first approach, optimized product page, and cart drawer increased reached checkout rate by 20% as well as increased site traffic by 36% through highly targeted product placement in high click zones alongside strategic upselling.

Bertello's passion for outdoor cooking is shared not only with the Sharks but with audiences across North America through their thriving Shopify store.

Bertello was born from the innovative minds of two brothers that share a vision and passion for authentic wood-fired pizza. Their culinary journey led them to the hit tv show Shark Tank where they captivated the Sharks, bringing them an investment and establishing a strong relationship with Kevin O'Leary. With this product line and a new Shopify store they sought to optimize their customer's experience and interactions with their products. After collaborating with Bertello it became evident that their existing online presence lacked a mobile-first approach and optimized product pages, collection pages, and cart drawer. We sought to enhance the user experience on both mobile and desktop devices, ensuring seamless navigation and fostering targeted product offerings. The ultimate goal was to boost average order value and promote upselling opportunities across their line.


Up to 71% increase in conversion with the updated PDP and collection pages.


Traffic Increased by 36% through the use of strategic SEO friendly product placement and content.


With a Optimized Product Page, and Cart Drawer we increased The Reached Checkout Rate by 20%

The Challenge

Bertello's ultimate goal was to build a site that provided their customers with an all-encompassing product line. Their offerings include everything needed to create a delicious meal and memorable experience: equipment, tools, ingredients, recipes, and so much more. The challenge lay in finding a way to seamlessly incorporate these products with the addition of subscription and loyalty programs, optimizing customer engagement with the brand as a whole.

The Solution

Our partnership with Bertello commenced with an understanding of their unique needs and goals. In optimizing their site and overall customer experience, we have achieved the following milestones:

Optimized UX and UI: Achieving a cohesive and engaging site journey through all the content and products offered by Bertello meant we needed to simplify design and navigation, create easily navigable sections, and the incorporation of product information and education - all without overwhelming the visitor as they become (or continue to be) customers. Upselling opportunities allowed Bertello to create a contextualized environment for their products, linking equipment to tools, food products to recipes, and more.

Custom Shopify Theme Development: Adding elements like a graphic-forward mega menu with clear and interactive imagery has helped to build a unique shopping experience for the customer. Interactive graphics throughout the site break up the product education and text to catch the visitors' eye and provide a unique experience overall.

Implementation of Subscriptions and Loyalty Program: By building landing pages to support separate sections for subscriptions and loyalty programs alike, we were able to implement practices that create lasting and repeat impressions. It has also encouraged higher conversion rates overall - establishing successful long term relationships between Bertello and its customers.

Interactive Content and Product Education: With so much information to be shared about the products, their use, corresponding accessories and tools, etc, it was imperative that we deliver it in a user-friendly and fresh way. Blocks of text and copy are broken up by dynamic graphics and education, letting visitors interact with the content for an overall entertaining and educational journey.

Mobile-First Shopping Approach: With the rise of e-commerce, social media, and mobile use in general, it has become essential that brands put enhanced effort into the mobile experience for their customers and users. Sites that are difficult to navigate or comprehend on various smaller screen sizes can make shopping on them frustrating - resulting in higher bounce rates and dropped visits. By taking a mobile-first approach, we have successfully prioritized the improvement of Bertello's functionality across multiple devices.

A truly diverse range of action

Arctic Grey and Bertello joined forces to create an enhanced user experience for both mobile and desktop users, with the primary goal of encouraging quick add features and driving upsell and cross-selling opportunities. Central to this endeavor was the development of a frictionless checkout process to optimize conversions. Drawing upon our expertise, we identified strategic upsell opportunities within the checkout funnel. The result? A remarkable improvement in Conversion Rate (CR) and Average Order Value (AOV), underscoring the success of our collaborative efforts.

Mobile First

Mobile First: By prioritizing the mobile experience, you cater to a larger audience, potentially capturing more leads and conversions. With the increasing use of mobile devices for search, an optimized mobile UX becomes crucial. Mobile-friendly websites are favored by search engines, leading to higher rankings and, consequently, increased search traffic. Mobile users often have different browsing habits and intentions compared to desktop users. By catering to mobile users' specific needs, you align the UX with their behavior, increasing the likelihood of conversions. For Bertello, this meant optimizing content placement and button placement to cater to their unique audience and stay true to their overall brand.

Optimized UX

Optimized UX: In today's digital landscape, where users have numerous options, a superior UX can be a significant differentiator, helping a business stand out from its competitors. A smooth and intuitive UX design streamlines the conversion process, reducing friction and making it easier for users to complete desired actions, such as making a purchase or signing up for a service. With Bertello, we wanted to utilize advanced filtering options on collection pages, and optimize their overall spacing and button placement.

SEO Traffic

SEO Traffic: When products are well-placed and relevant to users search queries, search engines are more likely to rank the website higher in search results. This drives more organic traffic to the site. Search engines like Google consider user experience as one of the ranking factors. Websites and apps with better UX are more likely to rank higher in search results. Through the use of upsells and targeted product placement, we were able to provide an increase in sales by search traffic by 21%.

Site Speed

Site Speed: Website loading speed is a major factor in determining your conversion rate – too slow and customers will be more likely to bounce, resulting in missed opportunities. Our research shows that by improving load speeds by just one second you can reap an impressive 17% increase in conversions. Our mission was to guarantee outstanding, high-speed performance on both desktop and mobile platforms. Our efforts were officially rewarded with awe-inspiring site speed results.

Arctic Grey UI/UX Design Approach.

Desktop UX

Improving the desktop user experience is essential for keeping visitors engaged and satisfied with any website. For Bertello we focused on intuitive navigation and filtering, responsive design, and clear call to action. We maintained consistent branding throughout their website, including colors, fonts, and design elements.

A cohesive brand identity helps users recognize your website and builds trust. It was important to their aesthetic to maintain a clean and organized layout, using the white space strategically and bold call to action buttons. Well-spaced content makes it easier for users to digest information and focus on essential elements, leading to easier browsing and higher click rates and conversion.

Mobile UX

With climbing mobile shopping rates, adopting a "Mobile First" design was crucial to improving conversion for Bertello. Not only this, but Google and other search engines consider mobile-friendliness as a ranking factor, which means a positive mobile UX can positively impact your website's search engine visibility.

In this case, they saw a 41% increase in search engine traffic in only 30 days. Investing in mobile UX sets your brand apart from competitors and establishes a positive impression among mobile users. We ensured their website was fully optimized for mobile devices with responsive design, easy navigation, and quick loading times.

The Results

Bertello has allowed for a more mobile-friendly experience, driving not only continued increases in traffic and overall site exploration, but in conversion rates as well.

Online sales across the product range have also risen due to the presence of new upselling opportunities throughout the site.

The integration of Bertello’s Subscription and Loyalty programs has provided a more interactive platform for customers.

Continuous improvements through the post launch experience has led to increased customer satisfaction and retention rates.

Built with Shopify Customizer

Shopify's versatile customization capabilities empower you to create and maintain a truly unique online shopping experience.

Easy to setup and manage at home.

Easy to setup and manage at home.

Recipe landing pages

Accelerate your Growth with powerful Shopify Features

UX for Cart Drawers

Easily see cart contents and upsells with a sliding cart drawer modal. Users will stay on the page they're viewing, and continue shopping without navigating away to a cart page.

Shoppable Collection Pages

Minimize dropoffs by allowing shoppers to add to cart seamlessly and quickly, with a quick shop. All in stock sizes and colors are directly visible on the collection page.


Optimized site speed will have the greatest impact in not only improving your bounce rate, but increasing search engine rankings, and improved conversion rates overall.

Mega navigation

Easy to navigate mega menu with 
interactive graphics, product images and icons

Recipe landing pages

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse convallis euismod sem id pulvinar.

Increase your AOV and CVR with powerful upselling opportunities

Subscribe and Save

Building consistent and regular customer interaction through the use of subscriptions allows Bertello to create lasting relationships and stronger conversion rates.

Loyalty Program

With the use of a loyalty program, we are creating opportunities for customers to achieve rewards and milestones for their brand loyalty, further establishing trust and long term partnerships.

Post-Purchase Upsell

Optimizing upselling opportunities creates overall cohesion in the content and products found across Bertello's site while steadily increasing the average order value.

Improved product education and discover through landing pages and comparison charts.

The incorporation of the Landing Pages and Product Comparison Charts provides customers understanding and education about the various products and accessories found across Bertello's line. It also creates opportunities for customers to organically explore and discover new information and products, strengthening their interactions with the site and its contents. These elements improve the quality of the site journey and ensure cohesion across the shopping experience.

Our Process

Quality Assurance
A/B Testing
01 Research

We start our partnership with a client with a kick-off call with a dedicated member of our Success Management team. There, we discuss the site in detail, UX and UI goals, any existing pain-points, and potential solutions. Our team of Success Managers have extensive knowledge of Shopify, and provide ongoing support and daily communication to our clients.

02 Branding

We believe in the power of simplicity and strive to create eCommerce solutions that embody both elegance and functionality.

03 UX Design

From there, we dive right in to the branding and UX design with our talented team of designers. Our focus on delivering results has solidified our commitment to crafting the finest Shopify experiences through dynamic and beautiful UX and UI, and The Cashmere Sale was no exception.

04 UI Design

Our global team of developers are unparalleled in the pursuit of perfection of creating dynamic and responsive themes, that also allows a merchant the ability to manage their site through advanced customization features.

05 Development

We are multi-award winning Shopify Plus Design & Development Firm.
At Arctic Grey, we craft the most exceptional eCommerce solutions for Enterprise Merchants worldwide. Our commitment to excellence is evident in the overwhelmingly positive feedback from our clients, with over 500 Five Star Reviews.

06 Quality Assurance

Our talented Quality Assurance team test each element of a new site, from both a technical and user’s perspective. They are true perfectionists, and have extensive knowledge of UX and UI best practices on all mobile and desktop devices.

07 A/B Testing

AB Testing is crucial, and we are passionate about delivering excellence for our clients by using clear, data-driven results driving all decision making.

The Multi Award Winning Shopify Management Team at Arctic Grey

Brooke Sanderson

Merchant Success Director

Jake Amos

Director of Business Development

Truc Peter

Senior Success Manager

Autumn Nguyen

Senior Success Manager

Anthony Spallone

Director of Operations

Thiara Fernández

Senior eCommerce Manager

Vanessa Esquinazi

Junior eCommerce Manager

Hugo Silva

Solutions Engineer

Maddie Schwartz

Senior Success Manager

Why Work with
100% Client Satisfaction
Unsurpassed Quality
World-Class Customer Service
Unbeatable Integrity
Timely Delivery of Superior Products

Best Website Design 2022

Best Web Developers in New York

Top Web Developers 2020

Top Web Developers

Enterprise Shopify Plus

Best Development 2021

Top Digital Agency

Best Shopify Agency

Best Support 2021

Engineering each solution

Arctic Grey has taken an innovative approach to customer experience. We conducted research that pinpointed areas of confusion around our product offering, allowing us to make adjustments and improvements for the user journey - so customers shopping can have a more engaging experience. Our findings will serve as guidance in developing future projects moving forward.

During the project, we provided and continue to provide the following services and support:

  • Strategic Product Placement
  • Email Marketing Optimization
  • Full Responsive Experience
  • Site Speed Optimization
  • Core Web Vitals Management
  • 24/7 On Demand Support
  • Custom Upsell Cart Drawer
  • CRO & AOV Optimizations
  • E2E Shopping Experience

The Conclusion

Timeline to launch: 4.5 Months

The transformation of Bertello's site experience to incorporate and highlight the full breadth of their product line stands as a testament to the innovative nature and growth of their brand. Our partnership, backed by Shopify's incredible features, app partnerships, and flexible platform, has allowed for their continued success and ensures their bright future.

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