Archery customers don’t impulse buy. A compound bow costs $500-2,000. Arrows, broadheads, releases, and accessories add up fast. Before spending that kind of money, archers research obsessively—they compare specs, watch YouTube reviews, read forum discussions, and visit dealer showrooms.

Your website is part of that research process. If it doesn’t answer their questions, they’ll find a site that does. Here’s what we’ve learned building websites for brands like Elite Archery, Bear Archery, and SIK Broadheads about what actually converts archery customers.

The Archery Customer Journey Is Different

Most e-commerce advice assumes customers browse, add to cart, and check out. Archery doesn’t work that way.

A typical compound bow purchase involves:

• 2-4 weeks of research before serious consideration
• Comparison of 3-5 competing models
• Review of detailed specifications (draw weight, let-off, brace height, IBO speed)
• Video content showing the bow in action
• Dealer visits to test-shoot before buying
• Price comparison between D2C and dealer channels

Your website needs to support this extended research process, not fight against it.

Spec Sheets Are Non-Negotiable

Archery buyers speak a technical language. They know what 340 FPS IBO speed means. They understand the tradeoff between a 6-inch and 7-inch brace height. They care about axle-to-axle length for their hunting style.

Every bow page needs complete specifications:

• Draw weight range and adjustment options
• Draw length range and module systems
• IBO speed rating
• Axle-to-axle length
• Brace height
• Physical weight
• Let-off percentage
• Available finishes and camo patterns

Present this information clearly. Tables work well. Make specifications easy to find—don’t bury them below the fold or hide them in tabs that require clicking.

For accessories like broadheads, include:

• Weight in grains
• Cutting diameter
• Blade count and configuration
• Material composition
• Recommended bow speed minimums

Product Comparison Tools Drive Decisions

Archery customers compare. They want to see your flagship bow next to last year’s model. They want to compare your mid-range option against your premium option. They want to stack your broadhead against the competition.

Build comparison functionality directly into your site. Let customers select multiple products and view specifications side-by-side. This keeps them on your site during the comparison phase instead of sending them to third-party comparison tools or forums.

Elite Archery’s site lets customers compare any two bows with a single click. This small feature keeps researchers engaged longer and builds confidence in purchase decisions.

Video Content Is Expected, Not Optional

Archery customers watch video before buying. They want to see:

• How the bow shoots and sounds
• How it handles at full draw
• Real hunting footage showing performance
• Technical explanations of cam systems and features
• Pro staff and ambassador content

Embed video prominently on product pages. Don’t just link to YouTube—bring the content directly to your product pages where it supports purchase decisions.

Bear Archery’s TV spots and hunting content live directly on their site, keeping customers engaged without sending them to YouTube where competitors’ pre-roll ads might intercept them.

Dealer Locators Are Critical for High-Ticket Items

Most compound bow sales still happen through dealers. Customers research online, then visit a pro shop to test-shoot before buying. Your website needs to support this behavior, not fight it.

Include a robust dealer locator that:

• Finds dealers by zip code or city
• Shows dealer contact information and hours
• Indicates which models are typically stocked
• Links to dealer websites where available
• Displays on mobile without requiring zoom or horizontal scrolling

The dealer locator isn’t a concession—it’s a conversion tool. A customer who finds a dealer through your site is more likely to buy your brand than one who walks into a shop without a preference.

Mobile Matters More Than You Think

Archery customers browse on phones while:

• Sitting in a treestand during slow hunts
• Comparing products in a pro shop
• Researching during lunch breaks at work
• Reading forums and social media on the couch

Your site needs to work flawlessly on mobile. Specifications should be readable without zooming. Image galleries should swipe smoothly. Dealer locators should work with GPS for “near me” searches.

Test your site on actual phones in real conditions. Load it on a rural cellular connection—many archers live in areas with limited connectivity.

D2C vs Dealer Channel Tension

Many archery brands sell both direct-to-consumer and through dealer networks. This creates tension that your website must navigate carefully.

If you sell D2C:

• Price consistently with MAP policies
• Offer value-adds that don’t undercut dealers (free shipping, exclusive colors)
• Consider dealer-protected products that remain exclusive to the retail channel

If you’re dealer-only:

• Make it crystal clear that products must be purchased through authorized dealers
• Provide an excellent dealer locator experience
• Give dealers tools to close sales (downloadable spec sheets, co-branded marketing materials)

Some brands run hybrid models where accessories sell D2C while flagship bows go through dealers. Whatever model you choose, communicate it clearly on every product page.

Trust Signals Specific to Archery

Generic trust badges don’t resonate with archery customers. They want to see:

Pro Staff and Ambassadors: Who shoots your equipment? Feature tournament results, hunting success, and endorsements from respected figures in the archery community.

Warranty Information: Bows are lifetime investments. Clear, generous warranty terms build confidence. Feature them prominently.

Customer Reviews with Photos: Generic 5-star ratings mean little. Reviews that include photos of successful hunts or tournament results carry real weight.

Industry Awards: ATA show awards, field test results from major publications, and recognition from archery media matter to serious buyers.

Common Mistakes That Kill Conversions

Hiding Specifications: Don’t make customers hunt for specs. Every click reduces the chance they’ll find what they need.

Stock Photography Over Product Photos: Archers want to see the actual bow, not a model posed in a studio. Invest in detailed product photography showing finish quality, grip texture, and component details.

Ignoring the Accessory Ecosystem: A bow customer needs arrows, a rest, a sight, a release, a stabilizer, and possibly a dozen other accessories. Cross-sell intelligently by showing compatible accessories on every bow page.

Slow Load Times: Archery sites often feature heavy video content and large image galleries. Optimize aggressively—a 3-second delay loses impatient researchers.

Mobile as an Afterthought: More archery research happens on phones than desktops. Design mobile-first, then scale up.

The Technical Foundation

Archery websites need to handle:

• Complex product variants (draw lengths, weights, finishes)
• Large media libraries (video, high-resolution photography)
• Dealer locator functionality with mapping
• Product comparison tools
• Detailed specification management

Shopify handles this well with proper configuration. Custom headless builds offer more flexibility for brands with unique requirements. The platform matters less than the implementation—choose what your team can maintain and optimize over time.

What Successful Archery Brands Do Differently

The brands winning in archery e-commerce share common traits:

They invest in content that serves the research process—detailed specifications, comparison tools, and video that answers real questions.

They understand that their website supports dealer sales, not just D2C transactions. The dealer locator gets as much attention as the checkout flow.

They optimize for mobile users in low-connectivity environments, because that’s where their customers actually browse.

They build trust through specificity—pro staff results, warranty details, and customer photos—not generic badges and claims.

Your archery website isn’t just a store. It’s a research tool, a dealer connector, and a brand experience. Build it to serve how archery customers actually shop, and conversions follow.