Awards
B2C/B2B
Click and Brick
After a Failed Offshore Redesign, Trophy Outlet Found the Right Partner in AOC
For nearly 40 years, Trophy Outlet has produced custom engraved trophies, medals, plaques, and recognition products for customers nationwide. As a third-generation family business, they’ve built a reputation for fast turnaround, great pricing, and top-tier customer service across both ecommerce and brick-and-mortar channels.
For nearly 40 years, Trophy Outlet has produced custom engraved trophies, medals, plaques, and recognition products for customers nationwide. As a third-generation family business, they’ve built a reputation for fast turnaround, great pricing, and top-tier customer service across both ecommerce and brick-and-mortar channels.
Scope Summary
The Effort
Project Management
UX/UI Design
Development
Data
CRO
Service Model
Project
i
We offer three flexible service models: On Call, Project, Monthly. See our pricing page for details.
Case Study Category
Migrations
Theme: Cornerstone Light
Team Members
Vianca
Myles
Jaybee
Diana
Kevin
Tech Stack
Figma
Klaviyo
The Challenge
Trophy Outlet’s first attempt at a redesign was handled by an offshore company in India, but despite months of work, the results were disappointing: the UX remained confusing, the design felt dated, and the build lacked the polish and structure needed for a modern ecommerce brand. On top of that, their old BigCommerce Roots theme was outdated and limiting, especially for the product configurator that powers their personalized awards.
Knowing exactly what to avoid the second time around, the owner thoroughly vetted established and reputable BigCommerce agencies. Many were overpriced or unwilling to take on a project of this scope. Always Open Commerce stood out as the ideal partner: experienced, transparent, conversion-focused, and able to support the custom work and creativity required.
Project Goals
Migrate from the outdated Roots theme to a modern Cornerstone architecture
Improve overall site UX, speed, and visual hierarchy
Completely redesign homepage, category, and product pages
Rebuild and refine the complex product configurator for clarity and ease of use
Make search and product discovery more intuitive
Add new categories and restructure navigation for SEO and usability
Improve product page transparency (pricing, variants, options)
Introduce a checkout progress bar to reduce cart abandonment
Implement bulk pricing updates
Build all templates with client-editable architecture
Create new branded email templates with coupon functionality
Preserve existing SEO value during theme migration and URL updates
Our Approach
We began with a UX/CRO-focused redesign of the entire storefront, starting with a modern Cornerstone base to replace the outdated Roots theme. The navigation was rebuilt for clarity, product discovery, and SEO performance, while the product configurator was restructured for simpler selections, cleaner layouts, and greater transparency. Category pages were redesigned with improved internal linking and filtering, and product pages received a full makeover so shoppers could confidently customize and understand pricing. We also delivered a full suite of branded email templates engineered for conversions, including abandoned cart flows with coupon integration. All new pages were developed with a client-editable architecture to support long-term scalability.
Outcome
Trophy Outlet’s new BigCommerce store is cleaner, faster, and far more intuitive than their previous build, unlocking a meaningful improvement in how customers browse, customize, and purchase awards. The enhanced product configurator, restructured navigation, and streamlined checkout flow created a more modern and trustworthy shopping environment — exactly what the owner hoped to achieve after his first rebuild attempt fell short. Thanks to the Cornerstone migration and AOC’s UX/CRO-driven design, Trophy Outlet now has a scalable, future-proof foundation that makes purchasing easier and encourages repeat business.
Growth Highlights
Easier and more enjoyable browsing experience.
Improved understanding of pricing.
More intuitive site navigation.
Reduced friction in the checkout process.
Increased customer confidence and control.
Increased customer satisfaction.
Encouraged repeat business.
Traffic Growth
Improved by:
110 %
from 39.569 to 82.999
Customer Growth
Improved by:
69 %
from 862 to 1458.
Direct Traffic CVR
Improved by:
2.78 %
Above Ecommerce Benchmark of 2.5%–3.0%
Date Period: Jan 01 - Jun 15, 2026 VS Jan 01 - Jun 15, 2025 | Reference: BigCommerce Analytics
AOC was great, we had some issues at the beginning figuring out communication. But very happy with the finished product. Our website looks much cleaner and easier to use. I will be coming back to them for more work in the future. Other than that they were great and would recommend them.
- Kodie S., Owner, Trophy Outlet
Estimates and Timesheet
Custom Design
Theme Development
Conversion Rate Optimization
USA
Philippines
