WebCitz started working with this client in 2020
- Client: Hornor & Harrison
- Platform: BigCommerce
- Industry: Retail / E-Commerce
- Services: Digital Marketing, Maintenance / Support
The Challenge
High-end apparel retail relies on brand loyalty and a premium visual experience. Hornor & Harrison faced several e-commerce hurdles:
- Platform Performance: Their BigCommerce template was heavy and slow, leading to high bounce rates – especially on mobile devices where luxury shoppers often browse.
- Brand Visibility: They carried prestigious brands like Peter Millar, Southern Tide, and Barbour. They needed to capture the search traffic of people looking specifically for those premium labels.
- Ad Efficiency: They needed to ensure that their Google Ads spend was delivering a high Return on Ad Spend (ROAS) by targeting the right customers across the country, not just in West Virginia.
The WebCitz Solution
We implemented a “Luxury & Logic” strategy that prioritized technical speed and targeted market acquisition:
- BigCommerce Template Optimization: We performed a deep “clean-up” of their BigCommerce theme. By optimizing the code, compressing assets, and removing redundant scripts, we significantly improved their Page Speed. This ensured that the high-resolution imagery required for luxury apparel didn’t compromise the site’s loading performance.
- Brand-Centric Landing Pages: We built specialized landing pages for the top-tier brands they carried. These pages were designed to look like high-end boutiques, optimized for both SEO and conversion. This allowed them to rank for “Brand + Product” searches and provided a better user experience for fans of specific designers.
- Google Ads Management: We managed their ad spend with a focus on high-intent shopping. By utilizing Google Shopping (PLA) and targeted Search Ads, we helped them compete on a national level for premium apparel sales, ensuring their inventory moved quickly.
- Conversion Rate Optimization (CRO): We refined the user journey within the BigCommerce environment, streamlining the navigation and checkout process to reduce cart abandonment and instill confidence in the online buying experience.
- Mobile Experience Refinement: Given that fashion discovery happens largely on smartphones, we ensured that the BigCommerce template performed flawlessly on mobile, providing a smooth “pinch and zoom” experience for checking fabric textures and details.
The Result
During 2020 and 2021 – a critical period for physical retail – our work helped Hornor & Harrison expand their reach far beyond Parkersburg. By optimizing their BigCommerce site for speed and targeting the specific brand audiences that drive the apparel industry, we helped this historic business modernize its sales engine. The technical foundation we provided allowed them to maintain their reputation for quality while thriving in the digital marketplace.
