Helmets Case Study

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Goals / Challenge

We set out to create a highly-optimized, Google-friendly e-commerce website for our friends at Self Reliance Outfitters (formerly known as The Pathfinder Store). When they first came to us, they already had decent brand recognition online but had a very basic ecommerce website that was spread out across several domains.

Strategy / Solution

Research! Research is a foundation of success for any effective internet marketing initiative. What’s the point of writing, literally, dozens of fresh pieces of content if we don’t know who we are writing to? We first had to establish our target audience. We created their personas using the following questions:

  1. What are their needs?
  2. What are their fears, concerns or


We’ve achieved a Click Through Rate (CTR) of 0.09%, which generated a number of new sales. 

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