Grill Master
Magma
SEO strategy fuels 112% YoY revenue growth for Magma’s new categories
When you need to grill on the go, Magma has the products. Designed for boaters and outdoor enthusiasts, their grills are industry leading but their website experience wasn’t telling the story. Magma came to ATF with concerns about their lack of D2C sales despite their success in the market as the leading manufacturer of marine grills. Their poorly designed website was leaving potential customers with more questions than answers and abandoning their carts during the frustrating checkout experience. We understood their vision and set out to create a new modern ecommerce website that could improve conversions, elevate the customer experience, and support Magma’s long-term goal of expanding into new markets, including RV and camping grills.
Website
Platform
Shopify
Shopify
The Challenge
The Challenge
Magma had seen a 5x growth in overall sales, but only a fraction came from their own website. Their digital experience wasn’t keeping pace: product education was limited, navigation was unclear, and the checkout process created friction that led to cart abandonment.
Magma also wanted to expand beyond marine grilling into the RV and camping markets. They needed a strategy to reach these new audiences. The challenge was twofold: modernize the ecommerce experience to better serve existing customers while building a scalable foundation for growth in new markets.
Magma had seen a 5x growth in overall sales, but only a fraction came from their own website. Their digital experience wasn’t keeping pace: product education was limited, navigation was unclear, and the checkout process created friction that led to cart abandonment.
Magma also wanted to expand beyond marine grilling into the RV and camping markets. They needed a strategy to reach these new audiences. The challenge was twofold: modernize the ecommerce experience to better serve existing customers while building a scalable foundation for growth in new markets.
The Solution
The Solution
Above The Fray rebuilt Magma’s website on Shopify, creating a fresh design with streamlined navigation and customer-focused features. The new site introduced FAQs, product reviews, and personalized product recommendations to build trust, answer customer questions, and increase average order value.
Post-launch, we partnered with Magma on a long-term SEO and content strategy to strengthen their position in the marine grilling space and expand into RV and camping segments. We developed optimized collections for portable and camping grills; implemented technical SEO improvements, including metadata, H1s, canonicalization, and internal linking; and enhanced the site architecture and filtering options to make product discovery easier for customers.
Above The Fray rebuilt Magma’s website on Shopify, creating a fresh design with streamlined navigation and customer-focused features. The new site introduced FAQs, product reviews, and personalized product recommendations to build trust, answer customer questions, and increase average order value.
Post-launch, we partnered with Magma on a long-term SEO and content strategy to strengthen their position in the marine grilling space and expand into RV and camping segments. We developed optimized collections for portable and camping grills; implemented technical SEO improvements, including metadata, H1s, canonicalization, and internal linking; and enhanced the site architecture and filtering options to make product discovery easier for customers.
SERVICES
Discovery
UX/UI Design
Development
Digital Marketing
Maintenance & Evolution
Discovery
UX/UI Design
Development
Digital Marketing
Maintenance & Evolution
Discovery
UX/UI Design
Development
Digital Marketing
Maintenance & Evolution
Project Highlights
Project Highlights
Magma’s new Shopify site blows their old one out of the water with customer focused features and a streamlined shopping experience.
FAQ
You’ve got questions, Magma has answers. The all-new FAQ page offers a wealth of info for new and existing customers.
Product Reviews
No one buys anything anymore without reading reviews, so we added a review plugin to allow customers to share their experience.
Product Recommendations
Mounting hardware, accessories, and more are all easily accessible on product pages to simplify shopping and boost average order value.
Optimized Collections
Optimized existing collections for the way buyers are actually searching for grills and built out new collections to target new markets.
FAQ
You’ve got questions, Magma has answers. The all-new FAQ page offers a wealth of info for new and existing customers.
Product Reviews
No one buys anything anymore without reading reviews, so we added a review plugin to allow customers to share their experience.
Product Recommendations
Mounting hardware, accessories, and more are all easily accessible on product pages to simplify shopping and boost average order value.
Optimized Collections
Optimized existing collections for the way buyers are actually searching for grills and built out new collections to target new markets.
FAQ
You’ve got questions, Magma has answers. The all-new FAQ page offers a wealth of info for new and existing customers.
Product Reviews
No one buys anything anymore without reading reviews, so we added a review plugin to allow customers to share their experience.
Product Recommendations
Mounting hardware, accessories, and more are all easily accessible on product pages to simplify shopping and boost average order value.
Optimized Collections
Optimized existing collections for the way buyers are actually searching for grills and built out new collections to target new markets.
FAQ
You’ve got questions, Magma has answers. The all-new FAQ page offers a wealth of info for new and existing customers.
Product Reviews
No one buys anything anymore without reading reviews, so we added a review plugin to allow customers to share their experience.
Product Recommendations
Mounting hardware, accessories, and more are all easily accessible on product pages to simplify shopping and boost average order value.
Optimized Collections
Optimized existing collections for the way buyers are actually searching for grills and built out new collections to target new markets.
FAQ
You’ve got questions, Magma has answers. The all-new FAQ page offers a wealth of info for new and existing customers.
Product Reviews
No one buys anything anymore without reading reviews, so we added a review plugin to allow customers to share their experience.
Product Recommendations
Mounting hardware, accessories, and more are all easily accessible on product pages to simplify shopping and boost average order value.
Optimized Collections
Optimized existing collections for the way buyers are actually searching for grills and built out new collections to target new markets.
Technologies
Technologies
The Results
The Results
YoY sessions on portable grills
YoY revenue on portable grills
YoY sessions on camping grills
YoY revenue on camping grills
Overall YoY revenue from new product categories
Average order value YoY during their peak summer sales season
YoY sessions on portable grills
YoY revenue on portable grills
YoY sessions on camping grills
YoY revenue on camping grills
Overall YoY revenue from new product categories
Average order value YoY during their peak summer sales season
VIEW MORE WORK
Business and technology are challenging enough, why add unnecessary BS? Move on up to the front and drop us a line.
Let's Chat
Business and technology are challenging enough, why add unnecessary BS? Move on up to the front and drop us a line.
Let's Chat
Business and technology are challenging enough, why add unnecessary BS? Move on up to the front and drop us a line.
Let's Chat
Contact
503-389-0277
Portland, OR
329 NE Couch St.
Rijswijk, Netherlands
070-701-3914
South Sea, Portsmouth, UK
02-394-387-794
Florence, Italy
31-70-701-3914
Contact
503-389-0277
Portland, OR
329 NE Couch St.
Rijswijk, Netherlands
070-701-3914
South Sea, Portsmouth, UK
02-394-387-794
Florence, Italy
31-70-701-3914
Contact
Portland, OR
329 NE Couch St.
Rijswijk, Netherlands
South Sea, Portsmouth, UK
Florence, Italy