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Case Study


Dormie Workshop

Launched in 2014 Industry: Sporting Accessories HQ in Halifax, Nova Scotia 60 Team Members


Launch an eCommerce website to support the growing demand for custom leather golf club covers.


Custom since day one, Julian and the Dormie Workshop team out of Nova Scotia had been doubling their business year on year for eight straight years. With a growing community of customers, the boys envisioned bringing custom leather headcovers into the 21st century with a sales-driven website available to golfers worldwide. The ambitious goal was to improve an underperforming website (and a low conversion rate sliced off the fairway) within a tight 58 day turnaround. Through working with Pineapple, Julian delivered an intuitive and customer-focused eCommerce website in less than 60 days to meet his planned launch date - with a conversion-focused design that was easy for Dormie Workshop’s mobile-heavy audience to use. Together, we’ve launched an eCommerce website that’s helped spike conversions by X% while giving golfers everywhere a simple way to browse and buy custom leather headcovers online.

“Pineapple helped us bring Dormie Workshop to more golf lovers and grow the business.”



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The Challenge

An Idea in Need of Scaling

Dormie Workshop dealt with the same website traffic demographics as most eCommerce businesses - a mobile heavy audience. With up to 200,000 organic visitors a month and roughly 80% of that traffic from mobile devices, the Dormie Website suffered because it wasn’t built for the small screen. This meant users encountered non-responsive designs, difficulty adding items to the cart, and a poor user experience that left conversions lagging at less than 1%. Dormie Workshop customers still attempted to navigate the site and buy products, which was a reminder of how strong the relationship was between the brand and its audience - and of how important it was to deliver a seamless browsing and online shopping experience. Needing to get a new site live ASAP, Julian needed someone to understand what his problems were, how to prioritize what was important, and allow him to focus on his job without worrying about a complex website rebuild.

The Solution

A Seamless Sales Experience

Creating a website built to convert wasn’t about reinventing the wheel. Our rebuild was centered around a site that worked seamlessly whether users came from desktop, tablet, laptop or smartphone. With a fast and responsive design, we removed the frustrating questions Jaimee was forced to ask before he found us. Instead of wondering, “will this image display on mobile?” or “will this broken page turn away customers?”, he could focus on big picture marketing, plans and strategies instead knowing his site looked great on all devices. Beyond the technical specs, we adopted a holistic view of the website that considered how individual parts would work together to improve user experience and increase conversion rates. Instead of simply “building a Shopify store”, we took the time to strategize how layout, design, color and brand dynamics could work together to support Jaimee’s goals. By including a customizer on site, Julian’s new website gave site visitors a direct link from the idea in their head to the creativity of the Dormie Workshop team. This custom feature created instant differentiation and helps move the needle on Julian’s conversion and revenue goals.

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The Outcome

Conversions Are Up. Pride is Restored

Like a great caddy, we took care of the little things so Julian and the Dormie Workshop team could keep their eyes on the goal. After a lightning 58-day delivery, Julian now feels proud to tell golfers and customers to head to the website knowing their browsing and shopping experience will be fast, error-free and smooth. Dormie Workshop conversions have already jumped from less than 1% to X% a few weeks after the website went live, supporting their bottom line. On a deeper level, the website’s success means the team can hire more Nova Scotians to work in their 10,000 square foot facility. Those impactful results were possible with a conversion-focused website that finally does justice to the world-class Dormie Workshop brand.

If you can relate to any part of Julian’s story, or want support bringing your own idea to life, claim your obligation-free strategy call.

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