After migrating to BigCommerce and redesigning the site, Nightforce Optics saw immediate and impressive results, all thanks to a more customer-focused, streamlined experience.
The changes quickly paid off with a 36% increase in conversions. Customers who once struggled with the old site’s navigation now found it easier to browse, compare, and purchase. The simplified layout, alongside strategically placed calls-to-action, made it clear where to go next, turning casual visitors into loyal buyers.
Engagement also took a leap forward. Users spent more time on the site, 11.1% more, to be exact. It wasn’t just the sleek design; the carefully curated content, rich product imagery, and educational resources helped draw people in. Whether they were diving into product details or learning about Nightforce’s history and craftsmanship, visitors were far more likely to stick around and explore.
The improved experience didn’t just keep customers engaged, it also directly boosted sales. Revenue saw a 20.2% increase as people found it easier to explore products and complete their purchases. With everything so well-organized, shoppers weren’t just finding what they needed, they were discovering more items to buy, often stepping up to higher-end options.
Perhaps the most telling number was the 29.7% jump in average order value. As the site guided users through the product catalog, they were naturally led to add related items or complementary accessories to their cart. The site’s design made it easy for customers to make these choices, turning individual sales into bigger, more meaningful transactions.
At the end of the day, the new platform didn’t just help Nightforce sell more, it made the experience of shopping with them more enjoyable, meaningful, and ultimately more profitable. The results were a testament to the power of aligning a brand’s digital experience with its core values while keeping the customer at the center of every decision.actions into meaningful, revenue-generating experiences.