Army Navy Outdoors: Redefining the Digital Frontier

PROJECT OVERVIEW

Army Navy Outdoors teamed up with Mira Commerce to give their website a much-needed refresh, making it more user-friendly and visually engaging. The project focused on three key areas: introducing a modern, cohesive design, upgrading the product catalog, and improving site navigation. The updated theme introduced a fresh, visually appealing design while delivering a more cohesive and intuitive browsing experience. Upgrading the product catalog improved operational efficiency, scalability, and product presentation. Finally, the streamlined navigation made it easier for visitors to find what they need quickly and efficiently.

The Challenge

How can a business navigate a technical catalog migration and complete website redesign at the same time?

Army Navy Outdoors partnered with Mira Commerce to tackle the dual challenge of migrating their website from BigCommerce V2 to V3 while also undergoing a comprehensive redesign. To successfully manage both initiatives, the project was divided into two parallel tracks: the website redesign and the catalog migration. This allowed for focused efforts on each area while ensuring that they aligned with the broader business goals.

The first track focused on the website redesign, which aimed to create a more modern, cohesive look while improving the user experience. The team worked closely with Army Navy Outdoors to define a new visual identity that would resonate with customers, ensuring the site was not only aesthetically pleasing but also easy to navigate. This included a deep dive into the existing user flows and interactions to identify areas for improvement. The design emphasized conversion-driven UI/UX elements to enhance user engagement and streamline the purchasing process.

The second track addressed the catalog migration, a technically complex process that involved upgrading the product catalog from BigCommerce V2 to V3. This upgrade was essential for improving operational efficiency and scalability. The Mira team worked to ensure the migration would not disrupt the site’s functionality, carefully managing the product data to ensure a smooth transition. Key tasks included cleaning up product data, categorizing products for optimal SEO performance, and ensuring compatibility with the new platform features, all while maintaining a seamless shopping experience for customers.

With both tracks running in parallel, careful attention was given to ensuring they did not interfere with each other. Close communication and regular updates kept the team on track, while the technical and design teams collaborated to ensure that the catalog structure and website experience aligned perfectly. For instance, the newly redesigned site navigation was structured based on SEO and keyword analysis, which helped guide product categorization and ensured a smooth user journey.

Mira Commerce worked closely with Army Navy Outdoors to revamp their website, focusing on the people who use and manage it. Our collaborative efforts prioritized conversion-driven UI/UX design, SEO best practices, and enhanced site functionality, ensuring both shoppers and the management team achieved their goals. By restructuring the navigation menu based on SEO and keyword analysis, renaming and categorizing content, and implementing a streamlined mega menu, we made the shopping experience more intuitive and effective.


To support the business team, we integrated Klaviyo for email marketing, Attentive SMS Marketing for direct customer engagement, and B2B Ninja Quota Request for seamless business-to-business interactions. Upgrading the BigCommerce product catalog ensured scalability. These tools empowered the Army Navy Outdoors team to manage their online property with confidence and efficiency.


The impact was immediate and measurable. Customers benefited from a faster, smoother experience, with mobile loading speeds improving by 23.8%. Site visits increased by 15.4%, while organic click-through rates grew by 12.5%, reflecting the success of the SEO-driven strategy. Army Navy Outdoors is now positioned to engage its customers more effectively and achieve sustainable growth, backed by a tailored digital transformation strategy and thorough digital experience research.

SUMMARY

Mira Commerce partnered with Army Navy Outdoors to update their website, combining smart strategies and innovative technologies to create a more modern, user-friendly shopping platform. By upgrading the BigCommerce product catalog, optimizing the mega menu look, feel and organization, and enhancing customer engagement with a redesigned and updated theme, the site now delivers a seamless and engaging experience. These efforts resulted in a 15.4% increase in visits, a 23.8% improvement in mobile loading speed, and a 12.5% boost in organic click-through rates, positioning ANO for long-term success.

TECHNOLOGY SOLUTIONS

BigCommerce

Userway

B2B Ninja Quota Request & Manager

Shopper Approved

SERVICES