About The Boot Pro Ski Shop

Shon Racicot, master bootfitter and co-owner of The Boot Pro, is a lifetime resident of Ludlow, Vermont. He started his career in the ski industry in 1986 and has worked worked tuning skis, bootfitting, selling skis, and was a store manager for almost 20 years. In 2008, he and his wife, Alex, opened The Boot Pro Ski Shop on the corner of the Okemo Access Road in Ludlow.

Design & System Improvements

The Boot Pro Ski Shop contacted FirstTracks in 2014 for help cleaning up its existing website. During the 2015 winter season we experienced first hand just how broken its current website was. It took forever to load, nobody could find them in search results, and, worst of all, the site wasn’t generating any revenue. Once we had a handle on all the moving parts and systems, we completely redesigned and rebuilt the website to be more user friendly and focused on converting traffic.

Building a More Mobile Friendly Website

The Boot Pro’s previous website was mobile responsive but it was horribly clunky to use. We took extra-special care in building the new site to make the mobile experience light, clean, and simple for consumers to use. The results: In the first 11 months since launching the new site, mobile traffic has increased by 28% and total revenue increased by 52%!

Improving E-commerce Conversion Rate

There are lots of factors that contribute to suffering conversion rates. The most common are basic usability (bad menus, non-responsive, broken links, etc.) and slow delivery speeds. The Boot Pro website was suffering from all of these factors. We built the new site on a completely new theme from the ground up, which reduced load time by 10% and average page download time by 63%. We also moved the site over to an appropriate hosting environment with WP Engine. The new design features easy to navigate menus and a new leaner product filtering system that helps customers find what they are looking for faster.

Making Everything Work Together

The Boot Pro Ski Shop had some complex back-end system integrations that needed attention. The Boot Pro is a brick and mortar store and all the company’s stock is in the shop. This inventory needed to communicate two ways: both to the website and through a POS system. If a pair of skis is sold in the shop, the inventory had to be deleted from the website, and vice versa. We worked with Webgility on integrating The Boot Pro’s Quickbooks POS connection with WooCommerce. We also reorganized and cleaned up the product catalog to make seasonal product imports quick, easy, and reliable.

Cleaning & Simplifying the Design

The Boot Pro Ski Shop has great product, great brands, and great people. We wanted to rework the site to better showcase the care, experience, and expertise that the Boot Pro staff brings to the table with their ski tuning, Boot Fitting, and online product offerings. We made this happen with better visual real estate, more flexible landing page designs, and enhanced shopping pages that make for simple product filtering, checkout, and purchasing. The end result is a much cleaner site that converts remarkably better and is easier to manage and maintain.

    The Results

    Since relaunching the new site The Boot Pro has seen the following improvements YOY:

    • 21%
      INCREASE in conversion rate
    • 17%
      INCREASE in Revenue
    • 19%
      INCREASE in Unique Purchases