Overview
AmericanTGB.com is an eCommerce brand specializing in high-quality ATVs (All-Terrain Vehicles) for American off-road enthusiasts. I was brought in to redesign their online store to better showcase products, streamline the buying process, and create a premium, trustworthy experience for high-ticket buyers.
My Role
UI/UX Designer & WordPress Developer
I led the redesign process from strategy to execution. I worked on improving product presentation, customer trust flow, and mobile usability using a custom-tailored WooCommerce WordPress setup built from a premium template.
Problem Statement
The original website looked outdated and lacked strong product visuals, structured information, and trust-building features—critical elements when selling high-value ATVs online. Product pages were cluttered, navigation was unintuitive, and checkout abandonment was high.
Research & Insights
Analyzed competitor eCommerce sites (e.g., Polaris, Can-Am)
Reviewed Google Analytics & Hotjar recordings
Key takeaways:
- 64% of users dropped off before reaching checkout
- Poor mobile layout and unclear CTAs hurt conversions
- Product specs were hidden or inconsistently displayed
- No visible reviews, financing options, or guarantees
Solution
- Chose a WooCommerce-optimized WordPress template and customized it to match AmericanTGB’s rugged brand feel
- Created product cards with bold titles, quick-view, star ratings, and financing availability
- Designed new product detail pages that highlight key features, tech specs, delivery info, and rider benefits
- Integrated Buy Now/Pay Later options, warranty badges, and trust seals
- Added sticky CTAs and simplified the cart/checkout process
- Built mobile-first layouts with fast load times and thumb-friendly navigation
Tools & Tech Used
Figma, WordPress + WooCommerce, Elementor, ACF Pro, CSS/JS, Google Fonts, Stripe, Mailchimp Integration
Results & Impact
- Conversion rate increased by 2.3x in the first 45 days
- Cart abandonment dropped by 41% after redesign
- Mobile performance score improved to 92+ on Google Lighthouse
- Average session time increased from 1.1 min to 2.6 min
- Customer trust signals (reviews, financing info) directly influenced sales, according to post-purchase survey
Before & After
Before:
- Outdated design, poor product navigation
- No mobile optimization or trust signals
- Slow-loading images and unclear pricing
After:
- Modern, bold UI with clean layout
- High-quality visuals and spec breakdowns
- Fast-loading, conversion-ready eCommerce experience
Key Takeaway
For a niche eCommerce brand like AmericanTGB, the right combination of visual clarity, product storytelling, and trust triggers made all the difference. The new website isn’t just more attractive — it now works as a high-performance sales engine, even for customers browsing on mobile.
**Demo URL:** https://www.americantgb.com/
