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AnchorCo
AnchorCo increased revenue 10x through a Magento to Shopify migration and strategic CRO, significantly boosting conversions, AOV, and customer retention.
The
challenge
AnchorCo, a trusted provider of professional anchors and fastening solutions since 2004, had long served both professional contractors and DIY home improvement enthusiasts. However, despite their top-tier product offerings, the AnchorCo website, built originally on Magento, had become outdated, cumbersome, and difficult for both users and their internal team to manage. A combination of poor user experience, outdated technology, and insufficient SEO strategy limited their ability to effectively reach and convert their target customers.
The
approach
The transformation started with a complete rebrand, including a fresh, engaging logo and significantly enhanced product photography. This visual overhaul supported an intuitive, user-centric homepage layout designed to introduce the brand, highlight best-sellers, showcase customer reviews, and provide valuable supporting content.
To address critical user experience issues uncovered during our analysis, we implemented an advanced filtering and search system that allowed customers—both contractors making bulk orders and DIY consumers—to easily navigate and discover products. Detailed product pages were crafted to include comprehensive product specifications, materials, and clear benefits, eliminating unnecessary clicks and improving user flow.
A robust SEO strategy was deployed from the outset, targeting high-conversion intent keywords focused on core product categories like Hollow Wall Anchors. Rigorous technical SEO measures, such as structured file naming conventions, optimized alt tags, carefully crafted metadata, and efficient redirect strategies, were meticulously executed to ensure maximum visibility and sustained organic traffic growth.
In year two, AnchorCo experienced extraordinary success, achieving a tenfold (10x) increase in revenue. This rapid growth positioned AnchorCo favorably, leading to their recent acquisition.
Following the acquisition, the new parent company engaged Electric Enjin for advanced Conversion Rate Optimization (CRO). Leveraging insights from detailed heatmap analyses and customer surveys, we identified a significant opportunity: DIY users frequently abandoned the site for Amazon due to friction in discovering products effectively and concerns over product authenticity and origin.
In response, we completely overhauled the site's frontend, from homepage to checkout, amplifying critical trust signals and directly addressing user pain points about product authenticity. We prominently emphasized products designed and shipped directly from the USA, reassuring customers they wouldn't receive cheap counterfeit goods. Additional credibility was established by showcasing endorsements, highlighting that products were featured by trusted sources like Bob Vila and even utilized by NASA. Reviews were strategically moved above the fold to quickly reinforce trust and confidence.
We significantly enhanced the navigation by introducing intuitive new categories and brand-focused filtering directly from the homepage, allowing users to find and purchase products more efficiently. Product cards were upgraded to enable easy selection of product options without needing to navigate away to individual product pages. The cart experience was also revamped to keep users engaged in the funnel—highlighting free shipping thresholds, recommended products, and strategically positioned upsells. Friction on product pages was reduced by integrating FAQs, detailed guarantees, shipping, and return policies directly onto each product page, resulting in significantly reduced bounce rates and increased on-site conversions from DIY shoppers.
Electric Enjin continues to partner with AnchorCo, driving strategic CRO initiatives and ensuring continuous improvement, innovation, and growth.
THE
RESULTS
We significantly enhanced the navigation by introducing intuitive new categories and brand-focused filtering directly from the homepage, allowing users to find and purchase products more efficiently. Product cards were upgraded to enable easy selection of product options without needing to navigate away to individual product pages. The cart experience was also revamped to keep users engaged in the funnel—highlighting free shipping thresholds, recommended products, and strategically positioned upsells. Friction on product pages was reduced by integrating FAQs, detailed guarantees, shipping, and return policies directly onto each product page, resulting in significantly reduced bounce rates and increased on-site conversions from DIY shoppers.
Electric Enjin continues to partner with AnchorCo, driving strategic CRO initiatives and ensuring continuous improvement, innovation, and growth.
Key results
- Year 1 results:
- Organic sessions increased by 342%
- Ecommerce conversion rate improved from 1.9% to 4.1%
- Annual revenue surged by 546%
- Year 3 results:
- Revenue increased tenfold (10x)
- Continued growth in organic search visibility and keyword ranking
- Year 5 Post-acquisition CRO results:
- Total sales increased by 40% month-over-month
- Average order value increased by 75%, reaching approximately $445 per order
- Conversion rates improved significantly by 31%, achieving an overall rate of 4.43%
- Enhanced customer trust significantly improved customer retention and reduced bounce rates, leading to a higher completion rate in the checkout funnel
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Their communication and project management. We have found great value in the way they prioritize and dig into the work in a strategic way, all while keeping us informed on what's going on and what's to come. They are incredibly organized and thorough!
L. Smith
Laurel Denise,
Owner
Owner
Their initial website creative inspired us and brought us down a new path as a brand and led us to take on a new strategy. These guys are constantly looking to improve our site and help us in any way possible
K. Pia
YumEarth,
Director of Marketing
Director of Marketing
I had the pleasure of working with the Electric Enjin team for over three years and can confidently say that they are a top-notch digital agency.
P. Beaugard
Dooney & Bourke,
Director of Ecommerce
Director of Ecommerce
