Snowy Mountain Rifles

Strategic redesign and custom rifle configurator drive 211% increase in checkout events

Snowy Mountain Rifles, a leading maker of custom firearms, needed an ecommerce experience that showcased the complexity and customization of their rifles. Their WooCommerce site didn’t support product customization, leaving customers trying to decipher what rifle components could work together by reading through static content and fine print. It wasn’t just inconvenient, it was bogging down their customer service team and inhibiting their ability to grow despite their popularity. Above The Fray was brought in to architect a custom rifle builder that translated complex product logic into a seamless, user-friendly experience. The goal was to pair that functionality with a fresh, UX-focused design that would better serve customers, clearly communicate the brand’s unique offering, make it easy for shoppers to confidently build their rifles online and greatly reduce the burden on the Snowy Mountain team.

Website

snowymountainrifles.com

Platform

Magento 2

The Challenge

Snowy Mountain Rifles had earned a strong reputation for high quality custom rifles and accessories, but their WooCommerce site didn’t reflect the caliber of their product or brand. It lacked the functionality to support complex rifle builds, resulting in a poor user experience and heavy reliance on the customer service team to manually support purchases.

Visually, the site fell far short of communicating the premium nature of the brand and the site was not optimized for search. They had little content on page to support organic growth. As they looked to grow beyond industry insiders and attract more new customers, they needed a modern, intuitive, optimized site that could effectively serve both audiences.

Without a scalable foundation, Snowy Mountain was missing opportunities to drive traffic, streamline the buyer journey, and build long-term brand equity.

Services

• Custom Configurator
• UX Design
• Graphic Design
• M2 Cloud Development
• Logo Refresh

The Solution

Above The Fray replatformed Snowy Mountain Rifles from WooCommerce to Adobe Commerce, designing and developing a modern ecommerce website built for scale. The star of the build was a custom rifle builder designed to simplify complex product logic into a clear, step-by-step process that makes it easy for both new and experienced rifle buyers to build exactly what they want with complete confidence. The new design reflected the brand’s premium positioning with a clean, high-end look and feel, while improved site architecture, performance, and optimized content laid the groundwork for long-term SEO growth. The result was an improved UX that reduced internal workload, empowered customers, and positioned the business to attract and convert a broader audience.

Project Highlights

The new site was a hit! Improved ability to add products, categories, and manage orders alleviated their previous site’s squibs.

Product Specific Templates

Since the rifle product photos have a much different aspect ratio than the parts catalog, we included rifle-specific templates to best showcase their products.