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

magmaproducts.com

Platform

Shopify

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.

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.

Services