Code of Silence

The strongest result was the expansion of the customer base. New customers increased 101%, and total sales from those customers rose 92%. First-time buyers contributed about 54% of the quarter’s total sales.

Total sales grew in every month of the quarter. That gave Code of Silence a broader audience heading into hunting season. The brand continued serving established customers while bringing substantially more hunters into the business.

The quarter provides the clearest view of progress. Traffic grew, customer acquisition grew faster, and total sales rose alongside both. Product availability and launches contributed to the result, together with a clearer shopping experience and coordinated marketing.

The 77% annual growth goal set the ambition for the partnership. The quarter’s results show meaningful progress, with growth extending across the audience and the channels bringing customers to the brand.

A premium product demands a shopping experience that makes its value clear. For hunting apparel, that means helping customers understand the conditions a piece suits, how it layers, and what belongs with it.

The website redesign organized the store around buying decisions. Clearer navigation and collections helped shoppers find relevant gear. Product pages gained better imagery, feature callouts, videos, and suggested complementary products. Shoppers could more easily move from exploring the catalog to choosing a system for their season.

Across the quarter, the store converted at a 28% higher rate YoY. September showed how the store performed as demand expanded. Sessions grew 68% compared with September 2025, while conversion improved 3%.

A larger audience brings more visitors who are unfamiliar with a brand. Code of Silence absorbed that growth while slightly improving conversion. The near-complete redesign gave the marketing programs a stronger place to send customers.

Hunters search for gear through the problems they need to solve: warmth, quiet movement, wool, and layering. We aligned collection pages and supporting content with that language, making the brand’s products easier to discover through relevant searches.

“Wool hunting clothes” provides a clear example. The query’s average position improved from 32.2 to 8.4 across the comparison period, moving from roughly page 4 into page 1 territory.

The gains extended across the site. Google search impressions grew 24%, while clicks increased 90%. Click-through rate improved from 1.54% to 2.35%, meaning a greater share of search visibility became visits.

Organic search sales grew 91% under last-non-direct-click attribution. The channel contributed more commercially as visibility and traffic increased.

The Fleet supported consistent improvements across the catalog, while the team concentrated on pages with meaningful demand. Collection organization, product information, and search content worked together to connect what hunters were looking for with what Code of Silence could offer them.

Paid media introduced Code of Silence to a new audience of hunters. An intentional media strategy captured demand while filling the funnel with an aggressive acquisition strategy.

Creative learnings were carried into subsequent campaigns to guide the next work.

Across July to September, attributed paid social sales grew 179%. Store-wide new customers more than doubled alongside contributions from search and owned channels.

The business also grew with less discounting. Discounts declined 6% while gross sales increased 55% compared with the same period in 2025.

Together, these results show broader demand and a larger customer base. Paid social contributed substantially to that expansion, while the store helped turn additional attention into purchases.

As more hunters discovered Code of Silence, email helped the brand continue the conversation.

We redesigned all emails and flows to better express the brand. The inbox became a consistent extension of the store, with a clearer presentation of the products, their advantages, and how they work together.

That consistency carried through both campaigns and automated flows. Seasonal launch campaigns introduced new gear, while flows supported customers at different points in their relationship with the brand. VIP and broader launch sends helped Code of Silence serve established customers and reach its expanding audience.

Across the quarter, attributed email sales grew 69% under last-non-direct-click attribution. The redesigned program gave Code of Silence a stronger brand presence beyond the website and more opportunities to bring shoppers back as their needs changed through the season.

Growing the business while rebuilding the store required steady progress across both. The Fleet gave the account consistent support for the detailed work behind the customer experience.

LimeLight assigns an agent to a client. It follows written skills, keeps notes, and hands work to people for review. The Code of Silence agent supported catalog organization, page improvements, and campaign execution, helping the team maintain progress across several priorities.

People chose the direction and approved changes before publication. Work went through preview, and the agent operated within defined permissions.

The lasting value was the learning carried forward. By the latest records, the account had retained 230 learnings about the products, store, and work underway. Each new phase could begin with that accumulated context.

The team could apply what it learned across the account as the shopping experience and marketing programs developed together. Steady execution supported the pace. Shared learning helped the progress compound.

Code of Silence entered the next phase of the season with a broader customer base, stronger search performance, a more consistent brand experience, and a store converting more of its traffic.

The work continues toward the brand’s growth ambition. Across July to September, total sales grew 70% and new customers more than doubled. Improvements across the store, search, paid media, and email supported that growth together.