Backyard Discovery

Shopify website redesign helps drive 2.3x increase in online sales

THE ASK

Double our Shopify revenue

Backyard Discovery is a leading brand in outdoor patio products and swing sets. LimeLight has been partnering with Backyard Discovery since 2016 and is deeply involved in its brand evolution. As their marketing agency, they came to us to help shift their revenue structure by driving significantly more sales to their Shopify website. This started with a website redesign followed by marketing programs focused on integrated marketing.

THE PROBLEM

An aged site with a lack of content

Backyard Discovery has a strong network of retailers including Home Depot, Lowe’s, Amazon, Sam’s Club and others that contribute a large portion of their revenue. Historically, their business structure wasn’t focused on driving direct-to-consumer sales through their Shopify store. As a result, the site experience was out of date, wasn’t optimized for search engines, and lacked content to convey the quality and differentiation of their products. Further, it wasn’t in a condition to take high volumes of traffic and convert at desired rates.

THE GOAL

Become the market leader in outdoor lifestyle structures

Establish Backyard Discovery as a market leader in outdoor patio and play through a site that conveyed the brand value.
Strategically launch a growing line of patio products through a product roadmap expanding into complimentary categories.
Create a website experience that drives to purchase to support the rapid growth of the brand and fuel a significant ecommerce business.

THE APPROACH

Agile website redesign

We used an agile approach to redesign the core theme of the website and then incrementally redesigned and optimized sections of the website over time – from home page to collection pages to product pages, to checkout and more.

This phased approach allowed Backyard Discovery to launch an improved website experience in a few months to begin reaping benefits, while allowing more time to strategically implement each additional feature and function over the coming months.

Integrated new marketing technologies and automations to support remarketing efforts
Added augmented reality for shoppers to view the product in their space
Enhanced filtering on category pages allowing shoppers to narrow their search easily and added product page enhancements for shoppers to view multiple product sizes right on the product page
Enhanced checkout experience and launched alternative payments to support the influx of online orders
Provided UX consulting and A/B testing to optimize web path to purchase along with SEO to optimize the website for search engines and deliver fast page load speed

THE RESULTS

Backyard Discovery’s website and ecommerce platform has driven brand growth across digital and retail channels. They’ve captured the market in multiple categories and been featured on Lifetime TV, HGTV and Better Homes and Gardens. Not only does the site have greater visibility on search engines, their site now converts users more efficiently by driving them to purchase quicker.