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A Community Gaming Site With a Bespoke Subbrand
PDP gives every gamer the opportunity to play with gear that is tailored to their personality, style, and interests. Barrel reimagined PDP's site on Shopify Plus to enhance conversion rates, strengthen customer retention, and easily manage their US and Canada stores through Shopify Markets.
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During our comprehensive website discovery, we found that customers shop by platform. We therefore restructured PDP's navigation to direct customers to products compatible with their preferred platform. To further the platform storytelling, we created branded platform landing pages for Xbox, Nintendo Switch, Playstation, and PC to showcase products and collections for each platform.
To create a space where PDP's diverse audience felt welcome and celebrated, we infused multiple touch points where customers can join the community, support PDP's teams, meet their community members, and watch them stream on Youtube/Twitch.
Aligning with the personality of PDP's products, we created conversion-focused, customized product pages that took the look-and-feel of the product and applied it to the entire page's shopping experience.
To encourage contextual shopping moments throughout the site, we highlighted the PDP community's "product set-up". These curated set-ups highlighted products that pair well together, ultimately encourages customers to increase their Average Order Value (AOV).
To connect with the PDP's competitive gamer audience, we created a bespoke dark-mode microsite for their VICTRIX line. This included a customized homepage, product page, and PLP using the same structure of the PDP site with unique colors and UI elements to make the sub-brand stand out.
We established an ecosystem of flexible modules to facilitate the creation of landing pages that announced new collections and products released throughout the year. This framework enables the PDP team to swiftly and efficiently introduce their latest launches.
Impact
Based on the website redesign and the improvements we implemented to the front and back end of the site, PDP saw measurable growth in both conversion and AOV.
45%↑
increase in conversion during peak months
20%↑
increase AOV MoM
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