We came in as Pro Fab's web development and ecommerce strategy partner, with Add People running paid acquisition on Google Ads. The buyer at this price point is a powersports enthusiast making a considered, high AOV purchase, a UTV topper, a skid house, an outfitted rig. The site had to load fast on a phone in a parking lot, configure cleanly, and convert without friction. The paid program had to feed it the right traffic, not just more of it.
Michael J. McBride
Founder and CEO, Atelier Commerce
BUILT WITH
We came in as Pro Fab's web development and ecommerce strategy partner, with Add People running paid acquisition on Google Ads. The buyer at this price point is a powersports enthusiast making a considered, high AOV purchase, a UTV topper, a skid house, an outfitted rig. The site had to load fast on a phone in a parking lot, configure cleanly, and convert without friction. The paid program had to feed it the right traffic, not just more of it.
Michael J. McBride
Founder and CEO, Atelier Commerce
BUILT WITH
A phone in a truck cab at a trailhead, cold, gloved thumb on the screen, twenty minutes of signal before the group moves. A UTV topper priced above two hundred dollars needs to render, configure, and clear checkout inside that window. Anything slower and the sale waits for a laptop at home, which usually means it does not wait at all. Pro Fab came into the engagement on a legacy site that could not hold that moment.
A phone in a truck cab at a trailhead, cold, gloved thumb on the screen, twenty minutes of signal before the group moves. A UTV topper priced above two hundred dollars needs to render, configure, and clear checkout inside that window. Anything slower and the sale waits for a laptop at home, which usually means it does not wait at all. Pro Fab came into the engagement on a legacy site that could not hold that moment.
A high AOV catalog on plumbing it had outgrown
Pro Fab Outdoors builds rugged outdoor and powersports gear, UTV toppers, skid houses, and outfitted rigs sold to enthusiasts who buy once and expect the equipment to last. Before the partnership, three things were true at once. The legacy storefront was capping conversion rate, mobile performance, and merchandising flexibility. Paid was pulling low intent traffic and burning it on a site that could not render the configuration story. And the tracking gaps between BigCommerce, Google Ads, and GA4 turned every optimization decision into a guess. Replatforming the store and rebuilding the paid program is the kind of work most brands try to do consecutively. Pro Fab needed them at the same time.
The picture we drew was specific and hard to build. A BigCommerce storefront rebuilt mobile first, so the buyer in the parking lot could actually configure a rig. Product detail pages and configurators that told the story instead of hiding it. GA4 events reset from the ground up, ecommerce tracking rebuilt, and conversions reconciled across the stack so Atelier and Add People optimized against the same numbers. An SEO foundation with redirect mapping, technical SEO, and structured data, because most replatforms lose organic and spend a year climbing back. And a joint feedback loop that turned site quality into paid efficiency in the same week.
A high AOV catalog on plumbing it had outgrown
Pro Fab Outdoors builds rugged outdoor and powersports gear, UTV toppers, skid houses, and outfitted rigs sold to enthusiasts who buy once and expect the equipment to last. Before the partnership, three things were true at once. The legacy storefront was capping conversion rate, mobile performance, and merchandising flexibility. Paid was pulling low intent traffic and burning it on a site that could not render the configuration story. And the tracking gaps between BigCommerce, Google Ads, and GA4 turned every optimization decision into a guess. Replatforming the store and rebuilding the paid program is the kind of work most brands try to do consecutively. Pro Fab needed them at the same time.
The picture we drew was specific and hard to build. A BigCommerce storefront rebuilt mobile first, so the buyer in the parking lot could actually configure a rig. Product detail pages and configurators that told the story instead of hiding it. GA4 events reset from the ground up, ecommerce tracking rebuilt, and conversions reconciled across the stack so Atelier and Add People optimized against the same numbers. An SEO foundation with redirect mapping, technical SEO, and structured data, because most replatforms lose organic and spend a year climbing back. And a joint feedback loop that turned site quality into paid efficiency in the same week.
A faster site, a tighter paid mix, one shared truth
A replatform on its own is a foundation. A paid relaunch on its own is a temporary lift. Run together, with shared tracking and a joint feedback loop, they compound.
Atelier replatformed Pro Fab to BigCommerce and rebuilt the storefront mobile first, which now carries 69 percent of sessions and 66 percent of post launch revenue at 161,023 dollars. The PDP and configurator flow were rebuilt for high AOV considered purchases, so the value of a topper or a skid house is legible on a six inch screen. GA4 events were reset, ecommerce tracking was rebuilt, and conversions were reconciled across the stack, so both teams stopped guessing and started deciding. The SEO foundation, redirect mapping, technical SEO, structured data, held organic through the migration and then some: organic sessions grew 27.6 percent post launch and direct sessions grew 62.8 percent, the halo most replatforms spend a year recovering rather than capturing. Add People rebuilt the Google Ads campaign structure around intent and profitability, tightened negatives, and expanded Shopping and PMax against the new feed. Paid sessions climbed 121 percent, paid transactions climbed 61 percent, paid revenue climbed 68.2 percent to 139,675 dollars, and Shopping moved from a 226 dollar line to 6,690 dollars on 30 orders. Landing page issues were fixed in the same week they surfaced, ad messaging was matched to on site CTAs, and both teams read one shared report. That is the loop most agency pairings never build.
A faster site, a tighter paid mix, one shared truth
A replatform on its own is a foundation. A paid relaunch on its own is a temporary lift. Run together, with shared tracking and a joint feedback loop, they compound.
Atelier replatformed Pro Fab to BigCommerce and rebuilt the storefront mobile first, which now carries 69 percent of sessions and 66 percent of post launch revenue at 161,023 dollars. The PDP and configurator flow were rebuilt for high AOV considered purchases, so the value of a topper or a skid house is legible on a six inch screen. GA4 events were reset, ecommerce tracking was rebuilt, and conversions were reconciled across the stack, so both teams stopped guessing and started deciding. The SEO foundation, redirect mapping, technical SEO, structured data, held organic through the migration and then some: organic sessions grew 27.6 percent post launch and direct sessions grew 62.8 percent, the halo most replatforms spend a year recovering rather than capturing. Add People rebuilt the Google Ads campaign structure around intent and profitability, tightened negatives, and expanded Shopping and PMax against the new feed. Paid sessions climbed 121 percent, paid transactions climbed 61 percent, paid revenue climbed 68.2 percent to 139,675 dollars, and Shopping moved from a 226 dollar line to 6,690 dollars on 30 orders. Landing page issues were fixed in the same week they surfaced, ad messaging was matched to on site CTAs, and both teams read one shared report. That is the loop most agency pairings never build.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
Success Stories
Scarlett Gasque: The Open Was Never the Problem
A Klaviyo program with strong opens, clean deliverability, and every flow already live. One number told a quieter story. In ninety days the click to open rate climbed, engagement moved from 39.4 percent to 50.7 percent, revenue rose 78 percent, and sessions fell 32 percent. A better audience, not a bigger one.
PXG × Nosto: 104 Days of Compounding Efficiency
PXG activated a full Nosto personalization stack across every major page type of a mature Shopify storefront. In the 104 days that followed, conversion rate rose nearly 25% and revenue per session nearly 28%, on 20% less seasonal traffic than the window before it.
