Ecommerce manufacturing · Web Development
How a conversion-focused ecommerce redesign increased annual online revenue by 96%
A marketing site and a separate store consolidated into one fast, mobile-first Shopify store, with the organic search traffic kept intact
- +96%
Annual online revenue, first year after launch
- +42%
Ecommerce conversion rate
- 81
Lighthouse performance score, up from 42
- Client
- TV Armor
- Industry
- Ecommerce manufacturing
- Constraint
- Fragmented buying journey
- Service
- Web Development
- Timeline
- Six-week build, measured over the following twelve months
- Website
- tv-armor.com
The challenge
TV Armor has sold protective TV enclosures to schools, stadiums, restaurants and homeowners since 2008. The business was strong through commercial relationships, but its online store was leaving revenue on the table.
01
Two websites, one purchase
Product research lived on a marketing site and checkout on a separate store, and many visitors never made the jump between them.
02
Slow, and not built for phones
The store ran on a dated platform that was not optimized for mobile and took about eleven seconds to show its first content.
03
Little reassurance for a premium product
Inconsistent branding, dated photography and buried trust messages gave buyers little confidence before a relatively expensive purchase.
04
Search equity at risk
Years of ranking content had to survive the consolidation, and a careless migration could have erased it.
02
The approach
The project had one goal: increase online sales without losing the organic search visibility the business already had.
01
One store on Shopify
We consolidated the marketing site and the store into one Shopify experience, so research, product selection and checkout happen in one place.
02
Mobile-first and fast
The new store was designed for phones first and built for speed, because for a high-consideration product, performance is part of the sale.
03
Trust where buyers hesitate
Made in the USA, free shipping, easy installation and the money-back guarantee run through the buying journey, with new photography and copy rewritten for residential and commercial buyers.
04
A migration that kept the rankings
URLs, redirects, internal links and metadata were handled page by page and weak pages consolidated, so moving from two websites to one brought no meaningful decline in organic traffic.
The results
The new store was designed and launched in six weeks, then measured over the twelve months after launch. Pricing, products, advertising and other sales channels stayed substantially unchanged, so the rebuild was the one material change in that period.
Annual ecommerce revenue
The twelve months after launch against the year before. Pricing, products, traffic acquisition and other sales channels stayed substantially unchanged.
Conversion rate
Ecommerce conversion rate, approximately, over the same twelve months.
Average session duration in seconds
Visitors stayed to read product information once the slow, split experience was gone.
Lighthouse performance
First Contentful Paint in seconds
How long the first content takes to appear, which matters most on phones and slower connections.
What it means
TV Armor did not need a visual refresh. It needed a store built around how its customers research, compare and buy a premium product, and a migration that kept the search traffic years of content had earned.
Shopify also made the back office simpler: one site, one content library and one system for products and orders to maintain. When a business already has good products and real demand, a fragmented website can be the constraint.
04
The evidence
