Westside Barbell

Shopify Plus Theme Design & Automated Email Marketing




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It's a stress relief working with an industry expert that removes technology constraints, allowing for more exciting future projects to take place. We are seeing steady growth, steady sales, and way better UI performance with our new website.

Tom Barry, General Manager


Westside Barbell is an invitation-only training laboratory where only the strongest of mind and body survive. Their goal is simple: to become the best and push every boundary known to man in doing so.

The lineage and achievements of all Westside Barbell athletes who have walked through the chalky doors is legendary. The gym has broken over 140 world records, won olympic gold, and earned heavyweight world championships to name but a few achievements.

Westside Barbell's education is based on theoretical research and is backed by practical application. They believe that training information should filter down from the athletes at the the top rather than spew out from the keyboard heroes at the bottom.

The Problem

Westside Barbell's authority and respect in their vertical required a web experience of the same caliber. Initially, their website was outdated, not optimized for mobile users, and couldn't keep up with increasing demand for their apparel and educational products. Westside Barbell sought to convey the value and breadth of their educational certificates and training materials alongside their apparel, contending with the outward appearance of only selling t-shirts. They were in need of a technology partner that could help realize their ecommerce goals while staying true to their values and legacy.

Additionally, being an authoritative voice in strength training, the heavy traffic to their blog was lacking an intuitive user interface. The blog was lacking in both navigation to find relevant material as well as missing opportunities to capitalize on and convert blog readers into customers.

The Problem

The Solution

With a first phase, Electric Eye worked closely with Westside Barbell to create a custom Shopify Plus theme design. A large focus was placed on speed and performance to help raise conversion rate and sales. The site navigation was completely reworked and simplified, especially for the growing number of mobile users. The look and feel of their website presented a high-end experience to match the quality of their products. In a comprehensive view of the customer experience, there was also an overhaul of their Automated Email and SMS Marketing. Electric Eye restructured the unique communication touch points with customers and provided an elevated look and feel to match the new website design.

In a subsequent phase, focus was directed at educational products, developing a custom bundle builder for books with tiered discounting leveraging Shopify Plus checkout scripts.

Ongoing improvements were carried out to level-up the blog. Carefully designed to assist the user in finding blog articles, the entire experience was given a new and rich user interface. Additionally, new functionality was custom built into blog posts, allowing short codes within the article to efficiently place product features directly in-line with content in order to help convert readers into customers.

Always one to be a step ahead of their competition inside the gym and out, Westside Barbell now has a unique online experience that is often imitated but never duplicated.

Let’s start increasing your sales today.

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