The Brand
ArdMoor is a leading retailer of country and outdoor clothing, stocking an extensive range of women’s and men’s apparel, footwear, and specialist gear. The brand has a large, complex product inventory and a diverse customer base.
With a significant proportion of customers shopping on mobile and peak seasonal demand around key retail moments like Black Friday, ArdMoor needed a Shopify experience that was fast, intuitive, and built to convert. Radiant’s Ongoing Success service was the perfect solution.
The Challenge
ArdMoor’s existing Shopify theme and UX were limiting discoverability and conversion:
Filtering collections was clunky and unclear, particularly on mobile
The header occupied too much space and made navigation less intuitive
Blog and article content was difficult to browse and underutilised commercially
Mobile search functionality was broken, preventing product discovery for a majority of users
The theme was outdated, restricting access to modern Shopify features and best practices
Opportunities to promote campaigns, products, and dynamic content within collections were being missed
With 65% of traffic coming from mobile, these issues had a direct impact on revenue.
“The whole experience with Radiant has been smooth, professional, and genuinely refreshing. We couldn’t recommend them highly enough.”
Caroline, Ecommerce Web Trading Manager
+136% increase in revenue (Q4 2025 vs Q4 2024) thanks to iterative site improvements
Our Approach
Radiant partnered with ArdMoor to optimise their Shopify store through UX improvements, theme modernisation, and conversion-focused enhancements, without disrupting day-to-day trading.
This led to steady and consistent growth that cumulatively made a huge difference across all areas of the Shopify store.
Smarter Collection Browsing
✅ Adding sticky filters on collection pages let customers clearly see and understand applied filters
✅ Colour swatches and product carousels introduced on collection pages make it easier for customers to find the products they’re looking for
✅ We surfaced ‘related products’ at the bottom of collections to encourage continued browsing
Dynamic Content & Merchandising
✅ We built the ability to insert ad spots directly into collection grids, powered by Advanced Commerce - this enabled dynamic use cases such as Black Friday promotions, newsletter sign-ups, featured products, and editorial content: blending merchandising with UX
Need to Improve Results? Talk To Us“Nothing is ever too much trouble, and we feel like we finally have a true partner invested in our success.”
ArdMoor
Header & Navigation Improvements
A reworked header takes up less space, improves the hierarchy, and feels more logical for users.
We added quick links to key collections, helping customers find and buy faster.
Blog & Content Redesign
Redesigning the blog landing page created an improved structure, better filters, and reduced wasted space
We also redesigned the article pages to improve readability, link to related content, and showcase products within editorial, using the same dynamic principles as collection ad spots
Product Page Enhancements
New percentage discount indicators that appear during sales help create urgency and nudge customers towards purchase
Mobile-First Fixes
We fully rebuilt mobile quick search, which previously didn’t function properly - key for a brand with 65% of users accessing the site on mobile
We restored product discovery for mobile users: again, critical given the dominance of mobile traffic
Theme Upgrade & Performance
Upgrading the Shopify theme to the latest version unlocked modern Shopify features, making the site more efficient, feature-rich and easier for the client to manage in-house
As part of this process, we tidied legacy code and implemented current best practices, with positive implications for site speed and long-term scalability
+19% increase in conversion rate (Q4 2025 vs Q4 2024)
What’s Next?
We’ve made a great start, with phase one providing really encouraging results. Now we’ve mapped out a programme of activity for phase two, to take ArdMoor’s store performance to the next level, with a focus on driving further gains in UX, conversion, and revenue. Planned upgrades include a full PDP redesign, homepage refresh, header and footer redesign, collection page and product card enhancements, search and results optimisation.
If you’re an online brand looking to drive improvements across revenue, sales and user experience - get in touch for a no-obligation chat to see what opportunities your store is currently missing.
Let's Work Together
