About Project

Period: Aug – Nov 2016

Client: Midwest Industries

Subject: Complete Range Package

Midwest Industries Inc is a premiere manufacturer in the firearms market. They have their own line of AR-15 and 308 AR Pattern guns as well as one of the most respected lines of mounts for optics lights and more.

Our Task Was

Update the existing site to offer a mobile friendly interface that made finding and purchasing products easier on all platforms.

Move to realtime inventory to increase customer satisfaction and reduce calls and emails related to product availability.

Modernize the look and feel of the logo and site to match current web standards.

What We’ve Done

We moved MII to a Volusion storefront that offered the tools they needed for payments, shipping, inventory and future growth.

All products were ported over and input into the new system including tier pricing for Law Enforcement, dealers and consumers. This allowed orders from dealers to be placed directly through the online system reducing manual ordering.

All categories were expanded upon and Volusion allowed us to place products in multiple categories making it easier for consumers ti find and purchase products.

  • Moved to Volusion
  • Saved Existing SEO Backlink Structure
  • Integrated Abandoned Cart Emails
  • Created Mobile Optimized Pages
  • Enhanced Search Functionality
  • Expanded Categories & Reorganized Products
  • Expanded Newsletter Reach
  • Redeveloped Logo and Graphics
  • Offloaded Image Serving to Amazon


With an easier to navigate site users were able ti find and buy products easier. This resulted in more sales and a higher value per purchase.

Mobile compliance increased end user ability to surf the site resulting in increased traffic and sales.

Real-time inventory increases consumer confidence as well as reducing emails related to product availability and delivery times.

  • Increased Customer Spend Per Order
  • Increased Daily Sales Volume
  • Reduced Customer Service Calls and Emails
  • Increased SEO performance
  • Reduced Maintenance Fees


Ease of use improvements resulted in a direct trackable result in increased sales and increased spend per sale by consumers. This is compounded by adding online ordering for dealers. These combined efforts reduced customer service emails allowing for more time available for employees to focus on order delivery instead.

With Phase 1 complete expect to see even more expansion and enhancements to drive sales in 2017.