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Passenger

Four friends by a blue Land Rover on a forest highway: three sit on the tarmac while one stands and waves

About:

Passenger makes outdoor clothing for people who travel slowly and camp often. We rebuilt its Shopify Plus storefront around discovery: collection pages made for browsing, faster product pages, and a checkout tested one change at a time.

Year

2025

Client

Passenger

Services

Shopify Plus

Site Speed

SEO

Checkout Optimisation

CRO

Industry

Outdoor Apparel

A bottle of wine beside bread, pears, a halved grapefruit and herbs on black marble
Two glasses of white wine and plated dishes on a table by a window

Goals of the Project:

Turn a loyal, mostly organic audience into more repeat buyers, without burying the brand’s slow-travel feel under discount banners.

Rework collection and product pages for speed and discovery, and judge every change by what it did to conversion.

A laptop mockup balanced on a white rock
The front and back of a business card mockup on grey
A tablet and a phone mockup with a stylus on a wooden desk

Outcome:

Conversion rose 34% and the repeat purchase rate 22% over the first two quarters, while mobile page load time fell by half.

Collections now read like a travel journal, and every template change ships as a measured test.