Nightforce Optics: Sharpening the Digital Focus for Growth

Mira Commerce partnered with Nightforce Optics to improve their online presence with a BigCommerce migration and website redesign.

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PROJECT OVERVIEW

Nightforce Optics, renowned for its precision rifle scopes and optics, partnered with Mira Commerce to undergo a major platform migration and website redesign. We aimed to elevate their digital presence, improve the customer experience, and provide the technical foundation needed to support future growth.

The Challenge

How can a brand transition to a new ecommerce platform while ensuring that its website remains a powerful tool for user engagement, drives conversions, and improves overall customer satisfaction?

Mira Commerce worked closely with Nightforce Optics to make the transition from WooCommerce to BigCommerce as smooth as possible while ensuring the new site would deliver a better experience for both the brand and its customers. We used BigCommerce’s Stencil framework to migrate all essential data, including the product catalog, customer information, order history, and reviews, ensuring everything was preserved during the move.

With the technical groundwork laid, we focused on designing a site that captured the essence of Nightforce Optics; precision, craftsmanship, and innovation. We balanced high-quality product photography with lifestyle images that showcased the brand’s performance-driven ethos. This approach not only elevated the brand visually but also made it easier for customers to understand the value of the products at a glance.

Next, we optimized the user experience by streamlining the navigation. Whether customers were browsing the catalog, seeking educational content, or looking for a nearby retailer, we made it easy for them to find exactly what they needed. A seamless integration with StoreMapper allowed users to quickly locate physical stores, adding even more convenience to their journey.

To make sure Nightforce could track performance effectively, we integrated Google Analytics 4, providing detailed insights into customer behavior and site activity. With this data in hand, Nightforce could make informed decisions and continue improving the user experience in the future.

Through these thoughtful changes, we didn’t just create a visually appealing site; we built an online experience that aligned perfectly with Nightforce’s mission and offered customers an intuitive, enjoyable way to shop.

The Brand

Nightforce Optics is a leading manufacturer of high-quality rifle scopes and optics, known for its innovative designs and exceptional performance in precision shooting. Serving the tactical, hunting, and competitive shooting markets, Nightforce strives to provide products that exceed user expectations and withstand extreme conditions. The brand has built a reputation for quality craftsmanship, ensuring that every optic is crafted to meet the most demanding needs of professionals and enthusiasts alike.

"Mira's team was instrumental in the redesign of our website. One of our main criteria in selecting a partner was finding a team committed to our brand's need to prioritize education over commerce. Mira expertly used BigCommerce themes and development options to make our ideas come alive. Throughout the process, the entire team was thorough, communicative, friendly, and direct, which allowed us to launch within our desired timeline. While many companies can build a site, we were excited to find a true partner who looks beyond the theme to develop a site for our needs."

Chad Van Brunt

Director of Marketing and Product Management, Nightforce Optics

Results

After migrating to BigCommerce and redesigning the site, Nightforce Optics saw immediate and impressive results, all thanks to a more customer-focused, streamlined experience.

The changes quickly paid off with a 36% increase in conversions. Customers who once struggled with the old site’s navigation now found it easier to browse, compare, and purchase. The simplified layout, alongside strategically placed calls-to-action, made it clear where to go next, turning casual visitors into loyal buyers.

Engagement also took a leap forward. Users spent more time on the site, 11.1% more, to be exact. It wasn’t just the sleek design; the carefully curated content, rich product imagery, and educational resources helped draw people in. Whether they were diving into product details or learning about Nightforce’s history and craftsmanship, visitors were far more likely to stick around and explore.

The improved experience didn’t just keep customers engaged, it also directly boosted sales. Revenue saw a 20.2% increase as people found it easier to explore products and complete their purchases. With everything so well-organized, shoppers weren’t just finding what they needed, they were discovering more items to buy, often stepping up to higher-end options.

Perhaps the most telling number was the 29.7% jump in average order value. As the site guided users through the product catalog, they were naturally led to add related items or complementary accessories to their cart. The site’s design made it easy for customers to make these choices, turning individual sales into bigger, more meaningful transactions.

At the end of the day, the new platform didn’t just help Nightforce sell more, it made the experience of shopping with them more enjoyable, meaningful, and ultimately more profitable. The results were a testament to the power of aligning a brand’s digital experience with its core values while keeping the customer at the center of every decision.actions into meaningful, revenue-generating experiences.

Metrics at a glance

+%Conversion Rate

+%Engagement Rate

+%Revenue increased

+%Average Order Value

SUMMARY

The migration to BigCommerce and the redesigned Nightforce Optics website resulted in significant improvements across key performance metrics. Conversions increased by 36%, engagement grew by 11.1%, and revenue saw a 20.2% boost, all driven by a more intuitive user experience. The streamlined design made it easier for customers to navigate, find products, and make purchases. This, in turn, led to a 29.7% increase in average order value as shoppers were encouraged to add more items to their carts. Overall, the project not only elevated the brand but also delivered tangible results that improved both customer satisfaction and business performance.