Based in Central Texas, Cowboy Pools helps people transform their backyard into a relaxing oasis with a stock tank pool.
The business manages all orders through their website but faced obstacles to growth as their pool sales were limited to the central Texas region. Selling a high-ticket item like a pool through an online store also presented unique challenges.
Our work aimed to enable nationwide delivery while improving conversion rate by educating customers about their pools, delivery options, and the installation process.
We prioritized high-impact, easily implementable changes to drive quick improvements. These included updates to navigation, product setup, and better-merchandised collections in Shopify.
Instead of building from scratch, we chose to enhance the existing website for greater cost-effectiveness. We minimized complex engineering where possible and opted for simple solutions — only implementing heavy customizations when necessary.
To improve customer experience, we decided to replace long blocks of text with illustrations in key areas, helping customers easily understand the buying and installation processes.
What worked
One of the most impactful changes was condensing products into variants. Previously, Cowboy Pools had separate product pages for each pool size, which required users to navigate through multiple pages. By consolidating everything into a single product page with a size selector, we streamlined the shopping experience and made it easier for customers to find what they needed quickly. Another win was adding a zip code lookup with custom logic that displayed shipping costs and optional installation services. This feature made the process more transparent and user-friendly.
“Working with Lasso to revamp our Shopify site was a game-changer—our conversion rate and SEO both improved noticeably. They delivered a modern, visually stunning site that elevated our brand and directly contributed to higher revenue.”
Project outcomes
Expanded shipping area
Lessons learned
Expanding to national shipping introduced some unexpected challenges, especially when integrating with uShip. While uShip enabled shipping across the contiguous US, its quirks required us to problem-solve along the way. Incorporating shipping costs and options like installation into the Shopify checkout flow took careful planning and testing to ensure everything worked smoothly. These learnings helped us refine our approach to integrating complex services into e-commerce platforms.
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