Our Work

Clam Outdoors

The Unique Challenge

The goal was to complete a top-to-bottom rebuild of the site with new messaging, design, imagery, and overall architecture to better appeal to and connect with Clam’s audience of passionate ice fishing enthusiasts.

01

Position Clam within its industry while laying the foundation for site messaging and structure
02

Collaborate across content, design, dev, and SEO to create new site architecture
03

Ideate, create, and manage new back-end structure via Magento
04

Ensure a cohesive, intuitive, and captivating experience for users
05

Spearhead ERP integration and multisite configuration throughout the build
06

Drive overall growth through the implementation of a smart, data-driven digital ads strategy

Proven Results

The new Clam Outdoors site successfully captures the iconic brand image, but it’s the numbers that really express the client’s satisfaction with our digital efforts. Here’s the empirical data:

Increase in pages per session

Average conversion rate (industry standard is 2-3%)

Increase in average session time

Laying the Foundation

Brand Messaging & Website Strategy

The project began with a brand messaging and website strategy exercise that helped clearly position Clam within its industry while laying the foundation for the messaging and structure of the new site. The Perrill team collaborated across content, design, development, and SEO to create an entirely new architecture for the site, all the way from the homepage and top-level navigation down to the individual product level. The primary goal of this step was to create a seamless and intuitive experience for users that ensures they can find exactly what they’re looking for in a matter of seconds.

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Building a Streamlined, Manageable Back End

eCommerce Architecture

The back-end architecture of the site was ideated, created, and managed throughout the project by Perrill’s in-house team of Magento development experts, making it easier than ever for the Clam team to manage its extensive inventory of product categories, SKUs, and individual variations across size, color, quantity, and more. This structural improvement began early on and was effectively maintained throughout the site build while content, design, and SEO moved forward with their own interconnected initiatives.

A Unified Digital Approach

Captivating Design. Functional Development.

Content, design, and SEO worked closely together throughout the project to ensure a cohesive, intuitive, and captivating experience for users. While development made sure everything in the back end could be managed quickly and easily, the rest of the team made sure the front end conveyed the stature of the brand and that its products would be readily findable via organic search. As the project proceeded toward launch, each of these departments became more unified to bring the overall team vision to life.

Elevating an Entire Family of Outdoor Brands

Launch, Marketing, and Support

The new Clam Outdoors website launched on time in the summer of 2023, bringing a fresh, long-awaited online shopping experience to Clam’s community of winter anglers. Once live, Perrill also took on Clam’s paid media strategy, leading digital ad creation and management across Google Search and Performance Max platforms to drive new and existing customers to the site in increased numbers.

The project was such a success that the Clam team extended the partnership by asking Perrill to repeat the process for its family of four sub-brands: Blackfish Gear, All-Terrain Tackle, Polar Trailer, and Quick-Set Shelters – all of which underwent full website rebuilds with Perrill before going live late in the fall of 2023.