Ecommerce case study
VICI repositioned Bonefied Tools online with clearer product discovery, stronger merchandising and a scalable ecommerce foundation built around the quality of its precision-engineered products.
Shopify migration
Ecommerce UX
Product merchandising
SEO foundation
Scalable commerce platform
reported increase in orders
Bonefied Tools
Automotive performance tools
United States
Shopify ecommerce
Reported after the launch of the redesigned Shopify store.
Driven by a stronger ecommerce foundation and buying experience.
Clearer information reduced friction and repetitive customer questions.
01 — The challenge
Bonefied Tools had product innovation and credibility in the engine-building space, but the old Wix experience undersold the precision, quality and professional applications behind the product line.
01
The previous platform limited the store’s ability to scale, organize a growing catalog and create a fast, dependable buying journey.
02
Customers could order, but the experience did not fully explain the precision, quality or professional use cases that made the tools different.
03
The business needed better discovery, clearer merchandising and a platform that supported SEO, marketing and long-term ecommerce growth.
Limited Wix setup with a weak path from discovery to checkout.
A structured Shopify storefront designed to communicate value and convert.
02 — What VICI did
VICI reviewed the existing store, rebuilt the underlying structure and created a cleaner product journey from first browse to checkout.
The previous platform limited the store’s ability to scale, organize a growing catalog and create a fast, dependable buying journey.
01
Customers could order, but the experience did not fully explain the precision, quality or professional use cases that made the tools different.
02
Created a modern storefront aligned with Bonefied’s industrial, professional positioning while keeping the interface focused and easy to use.
03
Improved page hierarchy, product presentation and merchandising so buyers could understand product use, specifications and value faster.
04
Organized product collections and browsing paths so customers could find the right tool without relying on customer service for basic direction.
05
Established a cleaner technical and content structure designed to support future search visibility, educational content and organic growth.
06
03 — Experience transformation
The new store makes a specialized product catalog easier to understand without stripping away the technical credibility professional engine builders expect.
The previous store allowed transactions, yet left too much work to the customer.
A modern brand experience, cleaner navigation, more searchable collections and stronger product-page merchandising work together to reduce uncertainty.
04 — Delivery approach
Each stage solved a specific commercial problem, keeping the project focused on usability, credibility and growth rather than design for design’s sake.
01
Reviewed the Wix experience, catalog, user paths and growth constraints.
02
Mapped collections, navigation and product organization around buyer intent.
03
Created a premium, industrial ecommerce interface aligned with the brand.
04
Moved the store, content and products from Wix into Shopify.
05
Improved product pages, SEO foundations and future conversion readiness.
05 — Delivery approach
reported increase in orders after launch.
reported increase in profits from a stronger buying experience.
customer-service friction through clearer information and site structure.
06 — Project details
The migration solved the immediate platform and experience issues while creating room for content, SEO and conversion growth.
Industry
Automotive performance tools / ecommerce
Location
United States
Involvement
Shopify migration, ecommerce website design, product organization, product-page optimization, SEO foundation and ecommerce strategy
Tools
Shopify, Wix, ecommerce UX, SEO, product collections and product merchandising
Website
VICI helps ambitious ecommerce brands turn better websites into better growth systems.
At VICI Web Design and Marketing, we specialize in delivering innovative digital solutions tailored to your business needs. From web design and development to comprehensive marketing strategies, our dedicated team is committed to driving your success.
