Overview
Broken Tractor is a leading eCommerce supplier of tractor parts and equipment. When I joined in 2022, the site needed a full overhaul - from outdated page templates and poor mobile UX, to hundreds of crawl errors and slow page speeds affecting search visibility and conversions.
What I Did
I took full ownership of the BigCommerce site using the Stencil framework - designing and building scalable page templates, improving product page UX, and restructuring the overall site architecture to support a catalog of 20,000+ SKUs.
Using Lucky Orange session recordings and heatmaps, I identified specific friction points in the shopping experience and made targeted UX changes to product pages and the homepage that improved brand visibility and product findability.
Technical & SEO Work
I proactively audited and resolved site-wide errors including broken metadata, missing alt tags, duplicate content issues, and crawlability problems - reducing overall site errors by 90%. Page speed improvements were also part of this effort, directly impacting search rankings and user retention.
Email & Campaigns
I proposed and launched Cyber Monday and seasonal campaigns that contributed to double-digit year-over-year sales growth. One customer alert email I wrote and deployed generated $20,000 in revenue - the highest-performing email in company history.
Retention & Social Proof
I implemented Yotpo for customer reviews and Smile.io for a loyalty rewards program to improve retention and build social proof across the store.
Tools Used
Results
- 90% reduction in site-wide errors
- Double-digit year-over-year sales growth
- $20,000 single email revenue - highest in company history
- Featured in a Lucky Orange published case study for CRO and UX work