How Blue Pine Arts AOV went up 3x after their website redesign
SHOPIFY WEBSITE STRATEGY
SHOPIFY DESIGN + DEVELOPMENT
APP RECOMMENDATION + INSTALLS
CLIENT : BLUE PINE ARTS
INDUSTRY : HANDMADE ARTISAN WATERCOLORS + ART SUPPLIES
Website : E-commerce (DIRECT TO CUSTOMER )
WHAT WE DID
THE
CHALLENGE
Operating on an India-based Shopify store came with restrictions that made it harder to sell and scale effectively for their audience.
Abandoned carts were high, and price objections kept creeping in- a sign their site wasn’t clearly communicating the value and craftsmanship behind each piece.
Platform limitations
Lots of browsers, not enough buyers.
From confusing navigation to a checkout flow that didn’t inspire confidence, the buying process was fragmented - giving customers more reasons to click away instead of checking out.
A clunky, bare-bones shopping experience.
Their existing website didn’t match the quality, artistry, or personality of their products. The visual branding felt disconnected, and the overall customer journey was more “patchwork quilt” than seamless experience.
Brand Mismatch
Their products required more storytelling and education for customers to truly understand the craft, cultural significance, and value. Without it, visitors weren’t connecting deeply enough to buy.
An educational gap.
Before we touched a single pixel of design, we needed to understand exactly where sales were slipping through the cracks.
We started with a full conversion audit — surveying their customers to uncover what was making them hesitate, what they valued most, and how they wanted to shop. Then, we dug into their analytics to map the customer journey, pinpointing the exact points where visitors were clicking away.
Next, we stepped back to look at the bigger picture. By studying other artist-led businesses, we spotted key gaps in the industry - from how products were positioned to what features were needed.
This research gave us a crystal-clear direction:
Blue Pine Arts didn’t just need a prettier site; they needed a sales-focused, story-driven brand home that reflected the artistry and quality of their work while removing friction from the buying process.
Blue Pine Arts didn’t just need a prettier site; they needed a sales-focused, story-driven brand home that reflected the artistry and quality of their work while removing friction from the buying process.
Discovery + Strategy
Some features from their new website
Designing for Sales:
RECENT WORK
RECENT WORK
We restructured the navigation, refined product categorization, and implemented a simplified checkout flow to remove every possible point of friction. With such a large inventory, we created clear, intuitive pathways so customers could quickly find what they were looking for - whether they were browsing by product type, collection, or gift idea - without feeling overwhelm
1.A CLEANER but effective streamlined shopping experience.
We introduced a dedicated Color Library that allowed customers to explore products by shade, see each color in action, and imagine how it would fit into their own space or collection. This not only showcased the full range of options beautifully, but also made it easier for customers to mix, match, and purchase with confidence.
2. Color Library for confident buying.
We added strategic upsell and cross-sell sections throughout the site to suggest complementary products, making it easy for customers to add useful items to their cart without extra searching. These subtle prompts increased average order value while also improving the overall shopping experience by anticipating customer needs.
3.Conversion-focused enhancements at every point.
The Results
A brand home that sells 24/7.
The new site mirrors the artistry of the work, turning casual browsers into collectors and positioning Blue Pine Arts as a standout in their market - even against larger, third-party retailers.
An automated review collection and display system
We implemented an automated system to prompt and incentivize customers to leave reviews, helping build a steady stream of user-generated content and social proof. This boosted trust and directly contributed to more sales.
3x their average order value.
Their average order value climbed immediately after launch and continued to grow over the following year — leading to a significant lift in online store revenue.
