BushWear.
Turning high-intent traffic into high-value customers.
As the UK’s leading outdoor clothing and footwear brand, BushWear attracts a loyal customer base of hunting and outdoor enthusiasts. But when we looked at their Google Shopping traffic, we spotted a friction point:
A large proportion of paid visitors were landing directly on product detail pages (PDPs), yet many of these users were new to the brand. They hadn’t built trust or familiarity with BushWear’s quality and service.
The challenge? Convert more new users arriving from Shopping campaigns while also increasing revenue per visitor.
To do that, we needed to understand what mattered most to these new customers and how to guide them from first impression to confident conversion.
Aligning brand reassurance with the customer journey.
1. Understanding the intent behind the click.
Our journey-led growth approach began with research, specifically mapping the path of new users arriving from Google Shopping. We analysed how they compared products, what information they sought, and where they dropped off in the process.
This revealed a highly competitive space. Price influenced decisions, but trust factors such as product quality, brand reputation, and service promises were equally critical. For first-time visitors, reassurance mattered just as much as cost.
2. Elevating the product detail experience.
Armed with these insights, our CRO team reviewed and rewrote the PDP copy to highlight BushWear’s qualities that set the brand apart (their unique selling points).
To identify the strongest messages, we gathered data from customer reviews, surveys, and PPC ad testing. These authentic insights shaped a new, more persuasive PDP format designed to build trust quickly and reduce decision friction.
3. Testing and measuring the impact.
We then ran a 16-day A/B test, comparing the original PDPs against the new, USP-led versions. The goal was to measure how better alignment between user expectations and brand messaging could influence key performance metrics such as conversion rate, revenue, and revenue per session.
A stronger journey, from discovery to purchase.
The test delivered impressive results:
- 13% uplift in conversion rate
- 23% uplift in per-session value for paid traffic
By better addressing the needs of new users, BushWear not only converted more first-time visitors but also increased the value of each session.
This success marks the start of a broader optimisation journey; one focused on continuous improvement through user insight, testing, and customer-centric growth. With every iteration, BushWear’s digital experience moves closer to the brand’s vision: helping every customer grab life by the horns with confidence.
