A luxury outdoor-living store for high-ticket buyers

01 — The challenge

Nobody buys a several-thousand-dollar fire pit on impulse. The store had to organise a large catalogue, make the price feel manageable, and keep in touch with buyers who are still weeks away from deciding.

02 — What I did

1. 01Organised hundreds of products into clear categories — fire pit bowls, fire pits, pizza ovens, grills and accessories — each with its own landing point.
2. 02Made the price manageable up front: free shipping across the contiguous US and financing through Shop Pay and Affirm, stated at the top of every page.
3. 03Built a content and lead-capture layer for long buying cycles: a blog of buying guides, free outdoor-living guides, and a newsletter sign-up.

03 — Process

1. 01CatalogueCategory structure for a large, high-ticket range.
2. 02ReassureShipping, financing and brand story where decisions are made.
3. 03NurtureBlog content and a guide-based lead magnet for long consideration.

04 — Results

Pending verificationResults are only published once the client has confirmed them.

05 — Outcome

A store built for how people actually buy expensive things: slowly, with plenty of reassurance.