How Do You Help a Brand That Is Expanding?

Dr.Cool Recovery

An Award Winning, New England-Based Chemical-Free Fabric Cooling Company!

The Back Story

Dr. Cool is a material innovation company creating thermo-regulating fabrics for apparel and cooling accessories. High tech meets sportswear and cooling compression products for life’s bumps, sprains, aches and bruises. The world needed to know about this.

The Challenge

The website was the focus. The user experience was difficult and slow with shopping and browsing roadblocks. Bloated with slow speed and a theme that was difficult to manage, the company needed a website that matched their need to grow with more products, users and sales.

Product Line Expansion

The Dr. Cool product line was scheduled to expand in the first half of 2015. The best way to handle this expansion was to completely redesign the Dr. Cool website. The original website was built around Dr. Cool’s Ice Wrap products. At the time, that site was fine. But Dr. Cool’s growing product line was presenting many shopping and browsing roadblocks.

Dr.Cool Recovery Website Sample

Complete site redesign.

Full company, product and user discovery was in order. Planning, collaboration, integration, balance and harmony ruled the process as we created the ultimate product sales site from the most important perspective, the user. We designed a responsive site that was easier to navigate with faster selection, less cart abandonment and more sales.

Dr.Cool Recovery Website Sample

The Results:

Sales have increased dramatically. The site is easy to manage and inventory integration has been simplified. The site is now perfectly positioned to handle the digital marketing programs that will drive traffic and conversion

Next Step:

Now that the proper digital platform is in place it’s now over to the FirstTracks Digital Markekting team. PPC plan, keyword analysis, landing page design, AB testing, analytics, phone tracking are all driving more new traffic and conversions. Test, analyze, implement and test again.    



We are experienced programmers and web developers. We specialize in WordPress and complete web application development. We are experts in PHP, MySQL, HTML, CSS, jQuery, mobile app development and data migration.


We make sure your website design supports the key components that make your business a success. We feature a mobile-first approach and responsive website design for any new sites we build.

Open Source

Open source platforms are supported by active developer communities. There are always people working on ways to improve and extend these platforms and enhance website functionality.

Hosting & Support

Hosting is critical to website performance and speed matters. We match your website to the best-suited hosting environment for trouble-free user experiences. We also understand the importance of security to your business.

Let's Join Forces!

Have a project you would like to discuss? We’re ready when you are.

Get In Touch


Say Hi! We're Friendly

Have a project to discuss? Reach out. We’d love to talk.

  • This field is for validation purposes and should be left unchanged.

Inspiration & Ideas

Marketing Automation with SharpSpring

Marketing Automation Services: Now Silver Certified in SharpSpring

FirstTracks Marketing Is Silver Certified! Just recently our team became silver-level certified with industry-leading marketing automation provider SharpSpring. So what does that mean exactly? Well, for starters, it means that we have successfully... Keep Reading: Marketing Automation Services: Now Silver Certified in SharpSpring

Our Certifications

FirstTracks Marketing are Gold Level WooExperts!
Google Partner
Bing Partner