CASE STUDY

Enhancing Goodwynns'
Digital
Presence For
Outdoor Enthusiasts

Services Provided:

  • New redesigned Shopify 2.0 theme with improved UX and UI
  • Implementation of a Membership and Affiliate Marketing program
  • Custom Prices for Members
  • Custom Product Pages based on Product Type
  • System Integration to Rental platform

Enhancing <strong>Goodwynns'<br>Digital </strong>Presence For<br>Outdoor Enthusiasts
Site Metrics

95%

Increased Sales

100%

Increased Conversion Rate

167%

Increased Orders

Our customers say

star Excellent
Online store sessions by 112%
Online store conversion rate by 100%
Average Order Value 95%
Average order value increased by 95%
Increased site traffic by 36%
Customers over time increased by 51%
Online Store conversion rate increased by 100%
Average order value increased by 95%
Added to Cart 57% increase
Reached checkout 112% increase
Returning Customer Rate 6% increase
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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 112% as well as increased conversion rate by 100% through improved navigation, optimized merchandising, and a streamlined user experience.

From Trails to Transactions: Redesigning Goodwynns' Shopify Store for Outdoor Lovers Cashmere

Goodwynns is a mountain general store located on Mt. Hood, Oregon, offering a curated selection of ski, snowboard, bike, and fishing equipment, alongside gifts, local food, and beverages. Rooted in the outdoor culture and built on a legacy of serving adventurers, Goodwynns also acts as a community hub for outdoor enthusiasts. However, their previous website struggled with an outdated design that didn’t reflect their vibrant brand or meet the growing needs of their customers.

Partnering with Arctic Grey, Goodwynns set out to revamp their online presence by introducing a membership program, developing location-based landing pages, and creating a sleek, user-friendly e-commerce platform. The redesigned website seamlessly integrates with their Lightspeed POS system, supports their unique pricing model, and enables an affiliate program, all designed to deliver a streamlined and engaging shopping experience for their customers.

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100%

100% increase in conversion rate through enhanced navigation.

112%

112% in increased sessions that reached checkout as a result of a streamlines checkout process.

95%

95% Increased AOVafter adding upsell offers.

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The Challenge

The challenges faced by Goodwynns were multi-faceted, requiring a comprehensive approach to resolve. They struggled with connection issues between their rental platform, POS system, and inventory management, leading to inefficiencies and operational bottlenecks. Additionally, integrating a membership program with custom pricing posed significant hurdles, as it was crucial to ensure these prices were not overridden by their existing systems. Their diverse product catalog further complicated matters, with items designated for pick-up, membership exclusivity, or rental-only use, making it essential to create clear distinctions while maintaining a seamless shopping experience.

The Solution

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

User Experience (UX) and User Interface (UI) Improvements: Redesigned the site with intuitive layouts, optimized navigation, and user-friendly designs to create a seamless and visually appealing experience for customers.

Membership Integration: Implemented a membership program to foster customer loyalty, enhance retention, and offer personalized benefits, adding value to the shopping experience.

Dynamic Product Detail Pages (PDPs): Designed flexible PDP templates that vary based on product categories, ensuring each page highlights unique features while maintaining brand consistency.

Integration with Bike Rental Manager: Connected Goodwynns’ website with their Bike Rental Manager system, streamlining operations and creating a frictionless experience for customers renting bikes.

Mega Menu Navigation: Developed a mega menu structure for improved site navigation, making it easier for customers to explore products and access key information quickly.

Location-Based Landing Pages: Created tailored landing pages that cater to specific locations, ensuring customers receive relevant and localized content for an enhanced shopping experience.

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A Truly Diverse Range Of Action

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Arctic Grey collaborated with Goodwynns to elevate the user experience across both mobile and desktop platforms. By optimizing the site’s performance, improving navigation, and creating a seamless checkout process, we successfully enhanced customer satisfaction and improved Conversion Rates (CR), showcasing the impact of our partnership.

Mobile First:

Mobile First: We implemented a highly flexible and user-centric mobile navigation system for Goodwynns, designed to prioritize ease of use and adaptability. Categories, content, landing pages, and products were made fully customizable for placement within the navigation. This dynamic setup allowed for the seamless inclusion of seasonal categories, product types, and concerns, each with intuitive subcategories. Featured products and links could be easily updated to reflect the latest priorities, ensuring relevance and engagement.

Optimized UX:

Optimized UX: Our work with Goodwynns resulted in a seamless and cohesive user experience (UX) tailored to outdoor enthusiasts. By refining navigation, enhancing mobile and desktop designs, and implementing consistent templates for category and product detail pages, we streamlined the shopping journey while maintaining a rugged yet premium aesthetic. This unified UX not only improved customer satisfaction but also boosted engagement and conversion rates by eliminating friction points and providing a clear, intuitive path from product discovery to checkout. The transformation reinforced Goodwynns’ reputation as a trusted destination for high-quality outdoor gear, ensuring their online presence reflects the durability and performance their products are known for.

Membership Program Implementation

Membership Program Implementation: We introduced a robust membership program for Goodwynns, providing outdoor enthusiasts with exclusive benefits tailored to their needs. Customers can sign up as members to unlock special discounted pricing, early access to new product launches, and exclusive promotions. This initiative not only enhances customer loyalty but also encourages repeat purchases by offering tangible value to members. By seamlessly integrating the membership program into the shopping experience, we created a frictionless enrollment process, ensuring customers can easily access their benefits at checkout. This strategic enhancement strengthens Goodwynns’ community of adventure seekers while driving long-term engagement and revenue growth.

Arctic Grey UI/UX Design Approach.

Desktop UX

A seamless desktop user experience is crucial for keeping visitors engaged and driving conversions. For Goodwynns, we focused on creating an intuitive and visually compelling shopping experience by refining navigation, optimizing filtering options, and implementing a responsive design that adapts smoothly to different screen sizes.

To reinforce brand identity and trust, we maintained consistent branding across the site, incorporating cohesive colors, fonts, and design elements. A clean, well-structured layout with strategically used white space ensures that content remains easy to digest, guiding users naturally through their shopping journey. Bold, attention-grabbing call-to-action buttons further enhance usability, encouraging engagement and driving higher click-through and conversion rates. This thoughtful approach ensures that outdoor enthusiasts can effortlessly explore and purchase high-quality gear, making their online shopping experience as smooth as their next adventure.

Mobile UX

For Goodwynns, we crafted a mobile experience that prioritizes speed, simplicity, and ease of use. With a mobile-first approach, we streamlined navigation, optimized filtering, and ensured a touch-friendly design, making it effortless for users to browse and shop on any device. Fast load times and a clutter-free interface keep customers engaged, allowing them to find what they need quickly.

To enhance usability, we focused on clear product imagery, bold call-to-action buttons, and a layout that adapts seamlessly to smaller screens. Consistent branding and thoughtful use of white space create a visually appealing experience, while an optimized checkout process reduces friction, increasing conversions and customer satisfaction.

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The Results

Goodwynns' new mobile-friendly experience has boosted site engagement and sales, leading to higher conversion rates and an increase in average order value (AOV).

Dynamic PDP templates were designed to adapt to different product categories, showcasing unique features while maintaining brand consistency, resulting in enhanced user engagement and higher conversion rates.

Goodwynns' membership program offers exclusive perks like discounted pricing, early access to new gear, and special promotions, creating a more rewarding shopping experience. By fostering customer loyalty and repeat purchases, it strengthens Goodwynns as a trusted destination for outdoor enthusiasts.

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Arrow

Built with Shopify Customizer

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

Built with Shopify Customizer
Built with Shopify Customizer

Easy to setup and manage at home.

Accelerate your AOV with a dynamic Cart Drawer and gifting

UX for Cart Drawers

Effortlessly view cart contents and explore personalized upsell options with a sleek, sliding cart drawer. Keep browsing without interruptions—stay on the page you’re viewing and seamlessly continue shopping without detouring to a separate cart page.

Free Shipping and Gifting Options

Displaying free shipping thresholds encourages users to add more items to qualify, leading to larger orders. This is particularly effective in the cart drawer, where users can monitor their progress towards free shipping in real-time.

Recharge Subscribe & Save Option

Offering subscriptions through Recharge enhances customer loyalty and convenience by automating repeat orders, while increasing revenue with recurring purchases. This seamless integration with Shopify also allows merchants to customize subscription intervals, optimize inventory, and upsell related products for higher average order value.

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Our Process

Discover
Define
Develop
Quality Assurance
Deliver
A/B Testing
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01 Research
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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
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We believe in the power of simplicity and strive to create eCommerce solutions that embody both elegance and functionality.

03 UX Design
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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
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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
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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
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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
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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

Brooke Sanderson

Jake Amos

Co-Founder

Jake Amos

Truc Peter

Senior Account Executive

Truc Peter

Giana Moretti

Senior eCommerce Manager

Giana Moretti

Anthony Spallone

Co-Founder

Anthony Spallone

Thiara Fernández

Account Executive

Thiara Fernández

Humara Kausar

Senior Account Executive

Humara Kausar

Hugo Silva

Senior Solutions Architect

Hugo Silva

Maddie Schwartz

Senior Account Executive

Maddie Schwartz
Why Work with Arcticgrey
100% Client Satisfaction
Unsurpassed Quality
World-Class Customer Service
Unbeatable Integrity
Timely Delivery of Superior Products
Best Website Design 2022

Best Website Design 2022

Best Web Developers in New York 2022

Best Web Developers in New York 2022

Top Web Developers 2020

Top Web Developers 2020

Top Web Developers 2024

Top Web Developers 2024

Enterprise Shopify Plus

Enterprise Shopify Plus

Best Development 2021

Best Development 2021

Top Digital Agency 2024

Top Digital Agency 2024

Best Shopify Agency

Best Shopify Agency

Best Support 2021

Best Support 2021

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Engineering each solution

Arctic Grey employs an innovative approach to enhancing customer experience. Through targeted research, we’ve identified and addressed potential points of confusion in our product offerings. This allows us to refine the user journey, creating a more seamless and engaging shopping experience. Our insights will continue to guide future project developments.

Throughout this project, we have delivered and continue to provide the following services and benefits:

  • Strategic Product Placement – Maximizes visibility and ease of discovery for customers.
  • Email Marketing Optimization – Boosts engagement and drives repeat purchases.
  • Custom Upsell Cart Drawer – Increases average order value with tailored recommendations.
  • Fully Responsive Experience – Ensures smooth navigation across all devices.
  • Site Speed Optimization – Reduces load times, improving customer satisfaction.
  • CRO & AOV Optimizations – Drives conversion rates and revenue growth.
  • Core Web Vitals Management – Enhances site health and performance metrics.
  • 24/7 On-Demand Support – Provides continuous assistance for uninterrupted service.
  • End-to-End (E2E) Shopping Experience – Delivers a cohesive and streamlined shopping journey.
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The Conclusion

Through our partnership and the robust capabilities of Shopify’s flexible platform—featuring advanced customization options and extensive app integrations—we have laid a solid foundation for Goodwynns’s ongoing success and a promising future.

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