AM Conservation

35% increase in PDF downloads and 11% lift in organic search clicks

AM Conservation, a leading provider of energy- and water-saving products, needed an ecommerce experience as dynamic as their customer base. Serving residential buyers, utilities, and commercial programs, they wanted a modern, modular site that could deliver personalized experiences across segments and make it easy for their team to scale content without custom development.

When AM Conservation partnered with Above The Fray, they were looking for more than a new look and feel. They needed strategic architecture, tools their team could run with, and a strong foundation for long-term growth.

Website

amconservation.com

Platform

BigCommerce

Services

UX/UI Design
Development
Maintenance & Evolution

The Challenge

AM Conservation’s existing site lacked the structure and flexibility needed to support evolving their evolving goals. Their team needed a better way to build audience-specific landing pages to support unique customer journeys and they also wanted to enhance their Product Detail Pages for select high-impact products to make them much more visual, more shoppable, and more aligned with modern D2C standards.

It was important that all of the changes were made in a way that the AM Conservation team would be able to manage the site independently with ongoing development support.

In addition to UX concerns, the AM Conservation team recognized that there was room to improve their on-site SEO to improve discoverability in search and we kicked off the project with an SEO audit that revealed several issues that were holding the site back.

The Solution

We delivered a BigCommerce site refresh designed to empower both the AM Conservation team and their customers. The redesign introduced a modern homepage with improved navigation making it easier for users to explore the full product catalog. We also developed dedicated brand pages and audience-specific landing pages tailored to the distinct needs of their diverse customer segments.

To support internal agility, we created a flexible, modular architecture using BigCommerce Page Builder. This included a custom Hero PDP template and a full library of reusable content blocks including everything from feature highlights and logo sections to banners, specs, videos, and FAQs. Admins can mix and match layouts, add or remove blocks, and build long-form PDPs without requiring custom development. To ensure ease of use, we built a sandbox product using the new Hero template so their team could preview, test, and train confidently.

Beyond the visual updates, we also completed a comprehensive SEO audit and implemented technical fixes to strengthen site performance. Our team provided strategic content recommendations to improve discoverability and drive organic engagement.

Project Highlights

Hero PDP Template

Admins can now select a custom PDP template featuring stackable content blocks, including tabs, icons, features, product carousels, and custom styling, built entirely in Page Builder.