Modernizing the Shooter Experience: Shoot Steel Launches on BigCommerce

Mira Commerce is proud to announce the official launch of the new Shoot Steel digital storefront. As a premier provider of high-quality AR500 and AR550 steel targets, Shoot Steel required a digital presence that matched the durability and precision of its products. This launch represents a significant evolution from a restricted legacy environment to a scalable platform designed for long-term growth.

The primary objective of this project was to eliminate the technical debt associated with their previous WordPress and WooCommerce setup. By transitioning to a robust SaaS infrastructure, Shoot Steel can now focus on product innovation and customer service rather than server maintenance and plugin conflicts.

Overcoming Legacy Limitations through Technical Innovation

The migration process was centered on stability and performance. Moving a high-traffic brand requires a meticulous approach to data integrity and search engine equity. Our engineering team focused on building a clean sandbox environment to ensure every component was stress-tested before going live.

Key objectives for the new platform included:

Accessibility Compliance: Conducted WCAG 2.1 AA remediation to ensure a professional and inclusive browsing experience for all users.
Platform Migration: Successfully moved all operations to BigCommerce to leverage a secure and scalable SaaS commerce foundation.
SEO Preservation: Implemented structured redirects and validated schema to maintain organic search authority during the transition.
Performance Engineering: Optimized site speed and script loading behaviors to meet modern Core Web Vitals standards.

Enhancing the Customer Journey

Beyond the technical foundation, the new Shoot Steel website features a complete mobile-first UX and UI refresh. The goal was to simplify the path to purchase for hobbyists and professionals alike. We streamlined the navigation and product discovery process to ensure that users can find specific equipment based on their unique shooting requirements.

Consolidated Navigation: A new mega menu organized by use case, caliber, and distance to reduce clicks to product.
Optimized Product Pages: Redesigned Product Detail Pages now include sticky Add to Cart functionality and anchored content sections for better usability.
Conversion Optimization: Installed strategic upsell functionality and refined the native checkout flow to support a higher average order value.

Building a Scalable Enterprise Ecosystem

A successful digital transformation relies on how well the commerce platform communicates with the broader business ecosystem. For Shoot Steel, this meant ensuring that the frontend experience was backed by a reliable, automated backend. By moving to BigCommerce, the brand now benefits from a more stable integration environment that can support future expansions into new sales channels or third-party logistics providers.

The result is a unified commerce experience that provides Shoot Steel with the agility to launch new target systems and accessories without the fear of site instability. This new architecture ensures that the storefront remains fast, accessible, and ready for high-volume traffic during peak seasonal demands.

View the new website: https://shootsteel.com/

Digital Commerce Expertise with Mira Commerce

Is your current platform limiting your ability to scale? At Mira Commerce, we specialize in helping brands migrate to modern, high-performance commerce solutions that drive results.

Author: Ben Calkins - Head of Search Engine and Conversion Rate Optimization - 3/3/2026