the challenge

Elite Archery operated a slow, outdated, hardcoded Shopify site that users couldn't edit. The company wanted to expand Direct to Consumer E-commerce without alienating dealers. The existing site had four individual product pages per bow model with confusing purchase paths. Leadership needed easy, developer-free site editing capabilities and the ability to create landing pages and promotional content quickly.

the solution

After identifying challenges, the team designed new branding and UX while decoupling the front-end from Shopify. They built a UX prototype testing the purchase path against user expectations. The implementation included an early lead generation step collecting emails and zip codes for dealer retargeting. A CMS integration increased site speed, enabled marketing team autonomy for updates, and improved the purchase path. The result: faster load times than competitors, increased conversions and average order value, and flexible content management.