How Lawn Synergy turned a spring traffic surge into 26% more revenue per session
Lawn care sells in a window. Spring arrives, homeowners buy seed and fertilizer, and by summer the year is decided. Lawn Synergy had the products to win it: pro-grade seed with no filler, fertilizer matched to a grass type, soil tests behind the recommendation. What the store didn’t do was help a customer work out which product is right for them, and why they should choose Lawn Synergy at all. We rebuilt the store before the season, and every session came out worth 26% more.
The Brand
A pro's product line, sold into a big-box habit
Tony and Peter spent their careers on other people's lawns. Lawn Synergy is what they learned, bagged: grass seed with no weeds and no filler, slow-release fertilizer matched to a grass type, soil test kits, conditioners for ground that's been compacted flat.
The products beat what's on the shelf at the hardware store, and that's the problem. A homeowner arrives knowing one thing: a bag of seed costs twenty dollars and it's on the way home. Nothing on the old store explained why this was different, or which of it was theirs. That's where we came in.
The Approach
Built against a season, not a calendar, because spring only comes once
Most stores can fix conversion whenever they get around to it. A lawn brand can't. The traffic shows up in a narrow window, spends, and leaves, and whatever the store looked like that month is the result for the year. We shipped before the surge, not during it.
- 01
Worked backwards from the season
The launch date came first and the scope was built to fit it, not the other way around. The revamp went live in February, weeks before spring traffic arrived, so the surge landed on a finished store instead of a construction site.
- 02
Turned product selection into a guided decision
A homeowner doesn't know whether they need cool-season or warm-season seed. The new navigation and collection pages answer that before asking them to choose.
- 03
Made the case against the bag on the shelf
Weed-free, filler-free, slow-release, matched to a soil test. That argument moved above the fold on every core template instead of sitting in a description nobody reaches.
- 04
Replaced the cart page with a cart drawer
Adding to bag and starting payment used to be separated by a page load, and a page load is a place to reconsider. Now the transition is instant, and the reassurance a buyer needs sits where the doubt actually shows up.
- 05
A/B tested the two biggest changes instead of assuming
The cart drawer won clearly, at 96.5% probability to be best. The new product page was positive but inconclusive, so it stayed in test rather than called a win.
The Results
The season arrived. The store was ready
Revenue per session rose 26% and sitewide conversion rose 34% in the 30 days after launch. Sessions climbed hard over the same window because spring arrived, so total revenue isn't a clean read on the work. The rate-based numbers are. Every stage of the funnel improved: more visitors reached a product, more added to the bag, more started checkout, and more finished. Add-to-cart moved most, up 15.5%. The revamp didn't create the season. It made the season worth having.
Sessions grew sharply over the same window because spring arrived. Total revenue isn't a clean read on the revamp. Per-session rates are.
The Foundation
Five templates rebuilt, because a leak is never in just one place
Fixing a product page in isolation moves a number for a month. The visitor still arrives through a homepage that doesn't say who this is for, browses a collection page that makes them choose blind, and leaves from a cart that gives them a reason to. We rebuilt the whole path.
| Template | What changed |
|---|---|
| Homepage | Who this is for and why pro-grade seed beats the bag on the shelf, settled in the first screen |
| Collection | Sorted by grass type and soil, so choosing takes seconds instead of research |
| Product page | The full argument for buying here, objection by objection, not a spec sheet |
| Cart | Rebuilt as a drawer, with reassurance where doubt shows up |
| Navigation | Grass-type and soil paths surfaced, so the choosing happens on-site |
Every template rebuilt against the decision a homeowner actually has to make. The two biggest changes went to A/B test. The rest were driven by GA4, Clarity, and post-launch funnel data.
For Seasonal & Outdoor Brands
If your whole year happens in one season, your store has to be finished before it starts
We work with a small number of Shopify brands at a time so every account gets this level of attention. If your traffic arrives in a window and your store isn't ready for it, let's talk before the next one.
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