BD Outdoor Supplies CRO Audit
A 17 minute teardown of BD Outdoor Supplies, covering the homepage, a 980 product collection page and a soccer leg cover product page, plus a redesign concept for all three.
Watch the full 17-minute recording.
What we found.
BD Outdoor Supplies has real substance to work with. The homepage gives access to a wide set of categories, featured products and collection sections, and there is educational outdoor content on the page already. The catalogue runs to around 980 products spanning sport, outdoor gear, clothing, fishing, camping and camera equipment. That breadth is a strength, and the niche is specific enough to build a brand around.
The problem is that the experience behaves like a catalogue. Here is what we sell, here are the categories, here are the products. The opening message reads as a note that outdoor clothing and supplies are on sale, which confirms merchandise is available but not what makes this store different or who it is for. A leftover block from a default theme sits on the homepage and damages trust on first contact.
Further down, the same gap widens. On the collection page the only filters offered are availability and price, so someone shopping for soccer or fishing has to search their own way through hundreds of items, past product titles that run long and read like supplier feeds. The navigation has too much in it to be usable. The overall impression the audit formed there was of a dropship store, and that impression is what costs the sale.
On the product page for the soccer leg covers, the questions that decide a purchase go unanswered: what you get, why they suit playing, the material, the fit, which option to pick, when they arrive, what happens if they are wrong, and whether other customers were happy. Each page needs one conversion job. Establish the business, then help people choose, then close the decision.
The direction is to add a layer on top of the inventory rather than restyle it.
Problem, opportunity, impact
The store puts a very large range across sport, fishing, camping, clothing and camera gear in front of visitors without saying who it is for, so the shopper does all the sorting work themselves.
The range is a genuine strength once it is organised around how people shop. Lead with activity paths, filter a 980 product catalogue by sport and brand, and the same inventory reads as a specialist outdoor brand.
Clearer positioning on the homepage, faster product choice in the collection, and a product page that answers fit, delivery and returns questions before the add to cart decision.
Scored across five dimensions.
Five dimensions, each scored out of ten.
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01
Homepage & PDP review Where attention leaks and buyers hesitate, section by section.
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02
Mobile UX audit 70% of your traffic — judged on its own terms.
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03
Trust & credibility check The signals that make first-time buyers convert.
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04
Collection & discovery Filtering, merchandising and guidance from browse to buy.
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05
Prioritized CRO roadmap Ranked by impact vs. effort, ready to ship.
Every issue, paired with its fix.
16 issues found, 19 fixes proposed.
The Homepage Message Only Announces A Sale
The main message amounts to check out the outdoor clothing and supply sales. It confirms merchandise is available, but not what makes this store different or why a shopper should buy here instead of another sporting goods site.
No Statement Of Who The Store Is For
Nothing on the first screen answers who the store serves. A first time visitor has no positioning to hold on to before being asked to explore a very wide range of products.
A Leftover Default Theme Block Sits On The Homepage
One section on the homepage is a leftover from a default Shopify theme. It reads as unfinished and it damages trust at the exact point a new visitor is deciding whether this store is real.
The Range Is Presented Without Merchandising Or Hierarchy
Moving down the homepage, very different product types appear next to each other with no hierarchy. The shopper is asked to explore the store before being given any way to understand it.
Around 980 Products With Only Two Filters
The all products collection holds roughly 980 items, and the filters presented are availability and price. Someone shopping by sport, product type, brand or use case has no way to narrow the list.
No Shopping Path By Activity
There is no route that lets someone say they are here for soccer, fishing, hiking or camping and then progressively narrow down. Every visitor starts from the full assortment instead of from their own activity.
Product Titles Are Long And Supplier Written
Some current product titles run extremely long and read like supplier listings. That makes the collection grid hard to scan and slows down any comparison between options.
The Collection Page Reads As A Dropship Store
The impression the collection page gives on landing is of a dropship catalogue rather than a brand. Dropshipping is not the issue; the absence of any brand level experience around it is what costs conversions.
The Navigation Has Too Much In It To Use
There is a lot going on in the main nav. In its current state it does more damage than help, because it does not get a shopper to the right product any faster than guessing would.
The Product Page Does Not Explain What You Get
On the soccer leg covers page, the basics of what is included and why the product suits playing are not made clear. The visitor is left to infer the value of the item from the title and the price.
Material, Fit And Option Guidance Are Missing
The page does not state the material, describe the fit, or help a shopper pick between the available options. Those are the three questions that decide an apparel purchase.
Delivery And Returns Questions Go Unanswered
When the order will arrive and what happens if the product is not right are not addressed on the product page. Both are standing objections that sit between the shopper and the add to cart button.
No Customer Proof On The Product Page
There is nothing on the page showing that other customers have had a good experience buying from the store. At the point money is being considered, proof is absent.
Products Are Sold As Isolated Items
The soccer leg covers are treated as one standalone purchase, with no complementary products or bundles that would genuinely make sense alongside them for training or match day.
No Credibility Layer Before The First Purchase
The homepage works as another place to display products rather than an introduction to the business. The subconscious question of why buy from this store is never answered.
No Content That Turns Advice Into A Basket
The store has outdoor content but nothing that converts it into a purchase, such as a camping handbook with a checklist a visitor can build into a kit of products.
Open The Homepage With What The Store Is And Who For
Replace the sale announcement with a first section that says what the store offers, who it serves and what to do next. Give the visitor one obvious action rather than a wall of inventory.
Remove The Leftover Default Theme Section
Delete the default theme block on the homepage as a first job. It is a small fix and it stops the store signalling unfinished work to every new visitor.
Add A Shop By Activity Path To The Homepage
Build a clear entry for soccer, fishing, camping, hiking, basketball, outdoor clothing and the other main categories, so someone can move toward their activity in one click.
Add A Second Entry Route Built On Mission
Alongside shop by activity, add a shop by mission path so visitors who think in terms of a trip or a season rather than a sport still find their way into the right collection.
Build A Credibility Block Into The Homepage
Answer why buy from this store with positioning, reassurances and proof working together, so a first time visitor has a reason to trust the store before being asked to purchase.
Add A Homepage FAQ Section
Put the questions that come up before an order on the homepage itself, so common hesitations are handled early instead of surfacing for the first time at the product page.
Restructure The Collection Around A Shopping Path
Guide the shopper from activity to category to product type to the right item. Nobody should need to know an exact product name before they arrive at it.
Add Filters That Match How People Shop
Go beyond availability and price. Filter by sport or activity, product type, brand and use case so 980 products become a short, comparable list.
Add Intent Based Filter Groups To The Collection
Offer entry points such as under 25, gear for the season and just getting started. These help a shopper who knows their situation but not the product catalogue.
Rewrite Product Titles To Be Scannable
Shorten supplier style titles into clean, consistent names a shopper can scan in a grid. Keep the detail for the product description where it belongs.
Clean Up The Product Cards In The Grid
Tighten the cards so the essentials read at a glance and options can be compared quickly, which makes a large assortment feel manageable rather than endless.
Answer Collection Level Questions On The Collection Page
Add the common questions shoppers ask at the browsing stage directly on the collection page, so they are resolved before the choice narrows to one product.
Reorganise The Main Navigation
Group the nav around the same activity and category structure used elsewhere, and cut what is not pulling weight, so it routes shoppers instead of overwhelming them.
Reorder The Product Page Around The Decision
Lead with what the product is, the main benefits, what is included, the available options, the price and the add to cart. Supporting detail sits below that, not above it.
State Material, Fit And Option Guidance Clearly
Spell out what the leg covers are made of, how they fit and which option to choose. These details are what turn a considering shopper into a buyer on an apparel item.
Put Delivery And Returns On The Product Page
Show when the order arrives and what happens if the product is not right, next to the buying decision, so those two objections never send someone away to look for an answer.
Add Product Specific Proof And Objection Handling
Place relevant customer proof and answers to the specific worries on this item, such as quality and fit, at the points in the page where those doubts appear.
Recommend Genuinely Complementary Products And Bundles
Instead of random recommendations, offer what a soccer buyer actually needs for training or match day, along with quantity options and bundles, to lift order value.
Publish Activity Handbooks That Build A Kit
Create outdoor handbooks such as a camping guide with a packing checklist, each item shoppable, so one visitor can assemble a five product kit in a single order.
The version we'd build.
The teardown in 7 lines.
- The biggest opportunity is not more traffic; it is helping the traffic already arriving feel confident enough to buy.
- Right now the experience behaves like a catalogue, and the customer is doing most of the work.
- The homepage says merchandise is on sale, not what makes this store different or who it is for.
- Around 980 products filtered only by availability and price asks far too much of a shopper.
- Dropshipping is not the problem; the absence of a brand level experience around it is what hurts conversion.
- Every page needs one conversion job: establish the business, help people choose, then close the decision.
- A camping handbook that builds a kit sells five products to one person instead of five products to five people.
Questions this audit answers.
The store presents a very large range without telling visitors what it stands for or where to go next. Positioning, discovery and decision support are all missing, so the shopper carries the whole load of sorting through the catalogue. That is a structural problem, not a styling one.
No. The audit is explicit that it is not about changing colours, picking different fonts or looking modern for its own sake. It is about giving each page a specific conversion job so a visitor can understand the business, find the right product and reach a decision.
The assortment itself is a strength. The problem is that the collection page offers only availability and price as filters, so someone looking for a sport, a product type, a brand or a use case has to search on their own. A large catalogue needs a shopping path, not just a product list.
The audit found that the collection page gives the impression of a dropship catalogue: long supplier style titles, a general assortment and no brand layer on top. Dropshipping itself is not the issue. The audit notes that many dropship stores have been turned into brands, and that is where the conversion gain comes from.
The homepage, a collection page and a product page, plus the idea of an activity handbook page. Each one is treated as a different job in the same journey: establish the brand and the shopping paths, help the shopper choose, then close the decision.
No. It is described as a strategic design concept, not a finished design. It shows how the pages could look once the issues found in the diagnosis are solved, as a direction for the buying journey and the user experience rather than a production file.
The main message amounts to an announcement that outdoor clothing and supplies are on sale. That tells a visitor merchandise is available but not what makes this store different or who it is for. There is also a leftover block from a default theme sitting on the page, which hurts trust.
On the soccer leg covers page, a shopper cannot easily see what they get, why the product suits playing, the material, the fit, which option to pick, when it will arrive, what happens if it is not right, or whether other customers had a good experience. Those are the questions that decide the purchase.
Two ways. On the product page, replace random recommendations with genuinely complementary products, quantity options and bundles that a soccer buyer would need for training or match day. Separately, publish activity handbooks with shoppable checklists so one visitor can build a full kit in one order.
Yes. The audit found the main nav has too much in it and in its current state is not usable. Rather than routing people to the right product, it adds to the decision load. Organising it around the same activity and category structure used across the site is the fix.
The audit is the diagnosis and the concept is the strategic direction. The value comes from implementing that thinking in the Shopify store, testing it and turning it into something customers use. The next step offered is a strategy call covering priorities, recommended scope, timeline, investment and fit.
The recording runs about 17 minutes. It reviews the live site first, covering the homepage, a collection page holding roughly 980 products and the soccer leg cover product page, then walks through a strategic redesign concept for the homepage, the collection page and the product page, plus an activity handbook page.
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5-minute video teardownA personalized walkthrough of your store, recorded by Eva.
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Homepage & PDP reviewWhere attention leaks and buyers hesitate.
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Mobile UX audit70% of your traffic — judged on its own terms.
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Trust & credibility checkThe signals that make first-time buyers convert.
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Prioritized CRO roadmapRanked by impact vs. effort, ready to ship.