Store Development
Forge & Field
From handmade roots to a Shopify store that converts like clockwork.
Forge & Field crafted premium outdoor gear but sold it through a basic Shopify starter theme that undercut every product's value.
We rebuilt their store from the ground up — custom product pages, a frictionless checkout, and a mobile-first layout tuned for their adventure-seeking audience.
Rich lifestyle photography, trust-building social proof, and benefit-led copy replaced generic feature lists across every page.
Within 60 days of launch the store's conversion rate climbed from 0.9 % to 3.4 % — without a single extra dollar spent on ads.
Key Services
- Shopify store design
- Conversion optimisation
- Product page systems
- Checkout experience
- Mobile-first development
Platform
- Shopify 2.0
- Liquid
- Next.js storefront
- Klaviyo
Before
A Template That Looked Like Everyone Else
The default Dawn theme gave Forge & Field the same look as ten thousand other Shopify stores. Visitors had no visual reason to trust the brand or stay on the page. Bounce rates hovered above 72 % and average session time was under 40 seconds.
Product Pages That Listed Features, Not Benefits
Each product page was a spec sheet — materials, dimensions, weight — with no story, no emotional hook, and no reason to buy today. Add-to-cart clicks were rare. Shoppers left to research competitors who told a better story.
A Checkout That Leaked Revenue Daily
A five-step checkout with unexpected shipping costs at the final screen drove cart abandonment above 81 %. No upsells, no trust badges, no urgency signals. Every abandoned cart represented a customer the brand had already paid to acquire.
After
A Custom Store Built Around the Buyer's Journey
We designed every page section to mirror how Forge & Field's ideal customer shops — from inspiring hero imagery to gear-in-use lifestyle shots that make the purchase feel inevitable. The store now looks and feels like a premium outdoor brand, not a template.
Product Pages Engineered to Sell
Benefit-first headlines, outcome-driven copy, customer reviews surfaced above the fold, and a sticky add-to-cart bar mean shoppers have everything they need to buy without scrolling back. Average product-page time increased by 2 minutes.
A Checkout That Closes the Sale
We streamlined checkout to three steps, added free-shipping threshold nudges, real-time trust signals, and a post-purchase upsell. Cart abandonment dropped to 54 % and average order value grew by 28 % in the first month.
“We'd been blaming our ads for flat sales. Pixelain showed us the store was the problem — and then fixed it completely. Our conversion rate nearly quadrupled.”
Marcus Webb
Founder, Forge & Field
