Rackmount Company
The client is a trusted supplier of military-grade and rugged LCD display solutions, serving defence, government, and industrial markets worldwide. Operating in a highly technical, high-value environment, their products are built for mission-critical applications where performance, durability, and compliance are essential.
Case Study
2024 - 2025
Project Overview
A specialist supplier of military-grade and rugged industrial LCD display systems approached us to improve the performance of its e-commerce platform. While the business operated in a high-value, mission-critical market, online growth had begun to plateau due to slowing traffic acquisition and missed conversion opportunities across the customer journey.
To address this, we partnered with the client on a comprehensive performance-led website rebuild. The goal was to unlock greater revenue efficiency, improve buyer confidence, and create a scalable foundation for long-term digital growth in a complex B2B and government procurement environment.
My Role
Senior UX & CRO Specialist responsible for UX strategy, information architecture, design, CRO experimentation, and performance analysis. Worked closely with developers and stakeholders to deliver and iterate on the full site rebuild.
The Challenge
Despite offering premium, technically advanced products with strong demand, the online store faced several constraints:
Traffic growth was becoming less predictable
High-value visitors were not converting at expected rates
Average order values were strong, but not fully maximised
The site experience did not adequately support complex buying decisions
The opportunity lay not in discounting or aggressive promotions, but in improving clarity, trust, and usability for high-intent buyers.
Objectives
The optimisation programme was built around clear commercial and strategic goals:
Increase total e-commerce revenue
Drive growth in order volume and large transactions
Improve conversion efficiency through higher AOV and CVR
Strengthen and stabilise traffic acquisition
Build a scalable top-of-funnel strategy to support future growth
Full Website Rebuild
A full website rebuild and CRO programme was delivered, designed to support complex procurement journeys while maximising conversion efficiency. Key areas of focus included:
Homepage Optimisation
The homepage was redesigned with a Conversion Rate Optimisation approach, looking to prioritise:
Clear positioning for military and rugged industrial applications
Faster access to priority product categories
Strong trust signals such as certifications, partner logos, and testimonials
A structured layout designed to encourage exploration, enquiries, and purchases
Each section was intentionally sequenced to support different buyer types, from technical evaluators to procurement decision-makers, while reinforcing authority in mission-critical hardware.
Product Page Optimisation
Product detail pages were restructured to remove friction from high-value purchasing decisions. The updated layouts focused on:
Immediate clarity through high-quality, feature-driven imagery
Easily scannable technical specifications
Clear configuration options via intuitive dropdowns
Prominent trust indicators including compliance standards and reviews
This approach allowed both engineers and procurement teams to quickly assess suitability, configure products accurately, and move confidently toward checkout or quote requests.
Category Page Optimisation
The category pages were reworked to support faster product discovery and more confident decision-making across a technically complex catalogue. Given the high number of similar-looking, high-value products, the redesign focused on clarity, comparability, and trust at the browsing stage. Key improvements included:
Clear category-level messaging tailored to military and rugged industrial applications
Intuitive filtering by critical specifications such as screen size, video input, resolution, and chassis type
Enhanced product listings that surface key differentiators and pricing at a glance
Trust reinforcement through secure payment indicators, recognised brand logos, and customer reviews
Each element is designed to reduce friction during early-stage evaluation, helping technical and procurement buyers quickly narrow options, compare solutions, and progress confidently toward product pages, quote requests, or checkout.
12-Month Performance Results (Year-on-Year)
Metric
Online Store Revenue
Total Orders
Returning Customer Rate
ROI
Average Order Value
Conversion Rate
Sessions (Traffic)
Change
+27.6%
+14%
+21%
2,236%
+23.7%
-0.16%
+29.2%
The campaign delivered strong double-digit gains across revenue, orders, traffic, and AOV. Importantly, revenue growth was achieved without relying on conversion rate inflation—demonstrating improved monetisation of high-value traffic and a highly efficient return on investment.
Magento Performance Insights
Over the 12-month period, the Magento store processed 485 orders, with consistent weekly performance and clear peaks during August and Q4—reflecting seasonal demand and campaign effectiveness.
The average order value sat at $5,866.23, highlighting strong intent from B2B and government buyers. A notable spike in early Q3 was driven by a large custom or bulk order, but even excluding this outlier, transaction values remained consistently high. This validated the brand’s premium positioning without reliance on heavy discounting.
The data revealed a dependable revenue base driven by repeat purchasing and high-value orders, alongside clear opportunities to scale further through targeted acquisition in quieter months and by replicating the success of bespoke and bulk deal strategies.
Outcome
Through a CRO-led website rebuild and performance optimisation strategy, the client transformed their e-commerce platform into a scalable growth engine. The result was increased revenue efficiency, stronger buyer confidence, and a digital foundation capable of supporting sustained growth in a complex B2B and government marketplace.
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