Westbeach - Velstar


  • Custom Shopify Upgrade and Development
  • Third-party App Integrations
  • UX & UI Design
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Ethical snow wear and outdoor clothing brand.


Westbeach is an ethically driven snow wear brand. Established in 1979, selling their products from a mall table in Calgary. Westbeach creates quality activewear that’s built to withstand even the harshest weather conditions.

The Challenge

Westbeach’s original online store no longer aligned with their business goals. The brand wanted to scale globally and needed a platform that would allow their customers to shop and explore no matter what time zone or country they were in. To achieve this, Westbeach needed to migrate to a faster, more functional platform, so turned to Velstar for help.

The Solution

Embracing the brief, our team of UX and UI designers combined Westbeach’s reputation as outdoor innovators with best in class ecommerce design to create a digital destination that was modern and simple to navigate.

We geared the homepage towards conversions and leveraged Westbeach’s large social media following by integrating a Social Shopping section. This area of the homepage allows users to easily find products advertised on the brand’s Instagram page and provide social proof and build the brand’s community.

The collection pages are clean and concise, making navigation easy. The filter function complements this to allow customers to search more intuitively based on price. And we combined still-life product images with lifestyle photography on hover states to give customers a richer customer experience. 

When it came to the product pages, we placed great importance on increasing AOV. This is reflected in up-selling and cross-selling tactics implemented on each product page. What’s more, we integrated the buy now, pay later payment app, Klarna and made this clearly visible on each product page. This is to promote payment flexibility and motivate more money-conscious consumers to still make a purchase.

We identified that Westbeach’s ‘About Us’ page was a crucial part of the sales journey, and certainly a story worth sharing. So we created a bespoke ‘About Us’ page that both educates and dynamically informs customers. Westbeach’s blogs were an integral part of their ecommerce strategy to drive more traffic, promote their ethical clothing and ‘Trees for the Future’ partnership. With this in mind, we simplified the layout of the blog section and made it easier for Westbeach’s marketing team to create captivating content.

Finally, once Westbeach’s new Shopify Plus store was up and running, our marketing team worked closely with the brand to maximise conversions through Paid Social, Influencer Marketing and both English and German PPC. This, combined with a wider growth strategy, enabled Westbeach to scale.

The Results

Since the new site launched in 2017 and with the help of Velstar’s marketing expertise, the brand’s number of top 3 ranking positions has increased by 150% to 413 top 3s. This has resulted in a significant increase in traffic and conversions.

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