We rebuilt Northline Supply backwards.
A 900-SKU workwear retailer with healthy traffic and a leaking checkout. Instead of starting at the homepage, we started at the last click and worked back to the first.
The problem
Northline had spent three years building traffic. Trade customers found them, browsed for ages, filled a cart — and then a third of those carts evaporated at checkout. The team assumed the site needed to look better. The analytics said something more specific.
The old store ran a five-step checkout on a theme that had been patched by four different agencies. Shipping cost appeared on the final step. Bulk pricing, the reason half their customers came, was invisible until you added twelve of something to a cart.
What we did
- Rebuilt the checkout as a single scrolling page with shipping estimated from the first field.
- Surfaced tier pricing directly on product pages, so a 12-unit price is visible before anyone commits.
- Rewrote the filter system around how trades actually shop: by trade, then by size, then by standard.
- Cut 340KB of unused scripts and moved product imagery to responsive, modern formats.
- Migrated 900 SKUs with redirects mapped one-to-one so no ranking was lost.
The result
Six weeks from kickoff to launch, with the store live and taking orders through the migration weekend. The numbers below are the 90-day comparison against the same period the previous year.
The part Northline mentions most, though, isn't in the table: their support inbox stopped filling up with "how do I order twenty of these" emails.
“We'd been quoted three months and five figures elsewhere. IgniteSite had us live in six weeks and the store outperforms the old one on every number we track. They also told us not to build two things we'd asked for, which saved us about four grand.”
Got a store that leaks?
Send us the URL. We'll audit the checkout for free and tell you exactly where the money is going.