Airstream Supply Co. Shopify Redesign Case Study

Airstream trailer on grass with blue chairs and a person at the door

Airstream trailer on a green meadow with mountains behind

Outdoor & RV

Airstream Supply Company is the official outfitter for Airstream owners.

We started with a full CRO research engagement to find out where shoppers were getting stuck, then turned those findings into a redesign on Shopify Plus.

The new site focuses on model-specific shopping, a clearer path from product page to checkout, and a mobile experience built for how Airstreamers actually shop.

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Client

Airstream

Industry

Outdoor & RV

Timeline

Nov 2025 to Oct 2026

Services

Design & Development

Platform

Shopify Plus

Key Technologies

User Behavior, Analytics & Tracking, Development, and Bundles, Upsells, & Cross-sells

The Challenge

Airstream Supply Company sells made-to-fit parts, accessories, camping gear and apparel for Airstream's uniquely curved trailers.

Behind the scenes, the theme was holding them back:

Its code had been minimized, so developers couldn't easily fix it
After a move to GitHub, it was cut off from the theme editor and stuck on a 2024 version

Shoppers were feeling it too. Mobile menus were long dropdowns that filled the whole screen, and new visitors converted at a fraction of the rate of returning customers.

Summary

Electric Eye first ran a CRO research engagement for Airstream Supply Company, covering:

Heuristic analysis and GA4 data
Heatmaps and user testing
Competitor analysis and review mining
Customer surveys and internal stakeholder interviews

The findings pointed to friction at every step of the funnel, so the second phase was a full redesign on the Stretch theme that went after the biggest issues first. The new site launched in October 2026.

Problem

The research showed friction at every step of the funnel:

43% of visitors left before ever reaching a product page
Product pages drew 60% of traffic, but only 4.79% of those visitors added to cart
Just 34.59% of people who added to cart moved on to checkout
Mobile drove most sessions but trailed desktop on conversion and revenue per user
Returning customers converted at roughly 3 to 4 times the rate of new visitors

Shipping ambiguity, a full-page cart, weak trust signals and navigation that sent people to the wrong places were all part of it.

Solution

The redesign goes after the biggest issues first:

Full front-end redesign on the Stretch theme, designed and reviewed mobile first
Homepage refocused on one value proposition, with custom-fit products and model-specific best sellers above the fold
Product pages with an inline shipping estimate, return eligibility before add to cart, model-specific fit messaging, reviews and trust badges
Collection pages with filters, color swatches, star ratings and badges like New, Sale, and Out of Stock
A slide-out cart drawer with a free shipping progress bar, shipping estimator, oversized item messaging and cross-sells
Navigation rebuilt from heatmap, user testing and GA4 data, with click-to-open menus and a mobile menu ordered by what sells
Year/Make/Model fitment tool so owners can shop for their exact trailer
B2B pricing that shows dealers MSRP, their price and the discount
Upsell Plus for cross-sells on product pages, cart, checkout and post-purchase

Project Objectives

Find the Friction

Use research across analytics, heatmaps, user testing, surveys and reviews to see exactly where shoppers get stuck.

Shop by Model

Make it easy for owners to find products that fit their specific Airstream.

Close the Trust Gap

Bring first-time visitors closer to how returning customers convert with clearer shipping, returns, reviews and contact info.

Get Unstuck

Move to a modern theme the Airstream team can manage in the theme editor.

Our Strategy

Phase 1

Research

Heuristic analysis, GA4, heatmaps, user testing, competitor analysis, review mining, customer surveys and stakeholder interviews. Delivered as detailed findings and an executive summary.

Phase 2

Strategy & Scope

Findings turned into a prioritized redesign plan, with model-specific shopping and the fitment tool as the top strategic items.

Phase 3

Design

Homepage, collection and mega menu, product page, cart and content templates designed in Figma, mobile first.

Phase 4

Build & Launch

Development on the Stretch theme, app integrations, QA and launch.

Key Test Wins

Full-length screenshot of the Airstream product page

Research Finding

43% Drop-Off

Before the redesign, 43% of visitors left before reaching a product page.

Result:

Addressed with a refocused homepage and rebuilt navigation

Screenshot of the Airstream add-to-cart panel on a product page

Research Finding

New vs. Returning

Returning customers converted at roughly 3 to 4 times the rate of new visitors, a trust and clarity gap in the first visit.

Result:

Addressed with shipping, returns and reviews on product pages

Screenshot of the Airstream shipping step at checkout

Research Finding

Cart to Checkout

Only 34.59% of shoppers who added to cart moved on to checkout, driven by shipping ambiguity and a full-page cart.

Result:

Addressed with a slide-out cart drawer and shipping estimator

Technology & Tools Used

User Behavior

Heatmap, UserTesting

Analytics & Tracking

Google Analytics 4, Shopify Analytics, Triple Whale

Development

Shopify Liquid, custom JavaScript, Shogun page builder

Bundles, Upsells, & Cross-sells

Bundles, upsells, and cross-sells that raise average order value

Key Learnings & Takeaways

Research Before Redesign

Months of research across analytics, heatmaps, user testing and surveys meant the redesign went after real friction instead of guesses.

First Visits Matter Most

New visitors converted at a fraction of the rate of returning customers, which made trust and clarity the biggest opportunity.

Design for the Exact Trailer

Owners shop by model, so fitment tools and model-specific messaging became core to the new site.

Explore More Work

Our Core Services

Optimization
Design & Development
Migrations to Shopify

Our Optimization Process

Data Collection
Assessment & Prioritization
Planning & Phase Gating
Design & Implementation
Testing & Learning
Decision & Execution
Analysis & Iteration