Home & Outdoor
A US brand making handcrafted metal art for outdoor spaces, selling to both consumers and trade, with no clear KPIs and a fragmented customer journey.
ShopifyCRO & growth strategyDTC + B2B
Marketing revenue, year one
User growth, year one
Average order value
The challenge
Desert Steel serves both DTC and B2B customers, but the store wasn’t optimized for conversion and the customer journey was fragmented across both audiences. Without clear KPIs or structured data, it was difficult to tell which parts were working.
Gaps in tracking, user experience, and retention strategy meant demand was being captured inefficiently — and improvements couldn’t be evaluated, because there was no agreed measure of what better looked like.
What we did
A redesign paired with a performance framework, so improvements could be proven rather than assumed.
The results
Growth that continued into a second year, with email flows and organic both contributing.
The takeaway
More work
