Backcountry Gear

Revenue

+ 58%

Conversions

+ 5%

Transactions

+ 49%

AOV

+ 6%

Revenue

+ 58%

Conversions

+ 5%

Transactions

+ 49%

AOV

+ 6%

About

Backcountry Gear provides premium outdoor apparel, camping, climbing and hiking gear, selling primarily through it's online store. Constrained by a legacy Magento platform, the brand struggled with outdated design, cumbersome navigation and limited functionality, which hurt sales and engagement. DigitlHaus migrated the store from Magento to BigCommerce and custom designed and developed a modern, brand-driven UX with advanced navigation and a library full of of custom features that streamlined shopping and boosted their revenue, conversions and customer engagement.

Details

BigCommerce Store Design
BigCommerce Store Development
Platform Migration
Search Engine Optimization

Previous Platform

Magento

Current Platform

BigCommerce

Services

Design
Development
Migration
SEO

Tech-Stack

Klaviyo
Yotpo
Zendesk
Elfsight
Searchanise

Customizations

Enhanced Brands Search
Return Policy Feature
International Shipping
Clearance Products Notifier
Size Chart
Fabric Swatching
Top Brands Widget

The Problem

Backcountry Gear’s Magento-based website created challenges across back-end operations and user experience. Magento’s complex, developer-dependent system made even minor updates costly and time-consuming. Frequent major updates and reliance on third-party extensions added complexity and maintenance expenses. SEO capabilities were limited, and the brand lacked flexibility to showcase promotions, manage homepage content, or highlight top brands.

On the front end, the site’s navigation was cumbersome, requiring multiple clicks to find products, while the mega menu was simplistic. Customers couldn’t easily shop by brand or use faceted filters, and product pages lacked dynamic features such as color swatches or size charts. The outdated design failed to reflect the brand’s identity, resulting in high bounce rates, low engagement, and lost sales. With Magento scheduled for discontinuation, the company faced the urgent need to migrate to a more modern, scalable platform.

Our Solution

DigitlHaus migrated Backcountry Gear to BigCommerce, implementing a comprehensive, brand-focused redesign. A new mega menu provided access to three category levels, while faceted search and filters allowed customers to quickly narrow products by brand, size, color, and clearance. The homepage featured a “Top Brands” section, and a custom brand search page made browsing by brand intuitive.

The design leveraged high-quality photography, a cohesive color palette, and unique textural elements to establish a compelling visual identity. Multiple homepage sections and native BigCommerce carousels enabled the client to manage promotions independently. Blog content was integrated and organized by category, enhancing engagement and SEO.

Product pages included dynamic features such as size charts, color swatches, recommended accessories, and customer reviews via Yappo integration. International shipping policies, return policy prompts, and clearance notifications further improved usability. The new platform empowered Backcountry Gear to update content, run promotions, and maintain the store without developer intervention, while providing customers a modern, seamless shopping experience across desktop and mobile.

The Results

The redesign and migration delivered strong year-over-year results: revenue increased by 58%, transactions grew 49%, conversions improved by 5%, and average order value rose 6%. Backcountry Gear now operates on a scalable, visually compelling BigCommerce platform that enhances brand identity, improves usability, and drives measurable eCommerce growth.

Revenue

+ 58%

Conversions

+ 5%

Transactions

+ 49%

AOV

+ 6%

Revenue

+ 58%

Conversions

+ 5%

Transactions

+ 49%

AOV

+ 6%

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