The challenge
A very large catalogue of blasters, parts and upgrades, sold to buyers who often need answers about compatibility and state laws before they’ll buy.
Case study · Gel blasters & tactical gear · Australia
Gel Ball Undercover
An Australian gel blaster retailer with a huge catalogue. In our first year, the add-to-cart rate rose from 5.3% to 7.0% and revenue grew 26%.
Our approach
We organised the store around how players actually shop (by blaster, by part, and by what they want to build) and put legal and support answers next to the products instead of burying them in separate pages.
UI decisions
Gear-focused product pages with image hotspots, so buyers can see features up close without reading a spec sheet first.
UX decisions
A blaster builder plus “shop by gun” and “shop by part” paths so people find parts that fit. A Learn hub for troubleshooting and upgrades. Location pages covering laws, venues and delivery for each state.
Development
Custom Horizon sections for the builder, location pages, Learn hub, giveaway campaigns, shoppable video and order tracking.
Taking new projects
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