Case Studies July 29, 2025

+58% User Engagement Following a Dynamic Web Redesign for Vertx

Premier tactical gear brand Vertx had a solid website that lacked the dynamic elements and clear user journeys needed to fully engage its discerning audience. A strategic web redesign focused on interactive animations, a smart navigation system, and tailored content architecture resulted in a 58% increase in user engagement and a 45% lift in eCommerce conversion rate.

About Vertx

With web design, Blacksmith improved the reliability, performance, and uptime of Vertx

Vertx is a premier manufacturer and distributor known for its tactical and outdoor clothing, equipment, and gear. Their products are designed specifically for the demanding needs of military personnel, law enforcement, and discerning outdoor enthusiasts, requiring a digital experience that matches their high standards of performance and quality.

Services Rendered

UI/UX Design

This is the heart of our design process. We focus on creating an intuitive and logical user experience, while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

Slowing Load Times

The site relied heavily on large hero banners and high-resolution product images that were not optimized for performance. As a result, initial page load was slow, and users experienced delays, raising the likelihood of drop-offs before users even engaged with the shopping experience.

Content Overload

The homepage stacked multiple content sections without a clear order of importance. This lack of hierarchy left visitors unsure where to focus first, burying key promotions and CTAs under long scrolls. Instead of guiding shoppers into a clear journey, the page demanded extra effort from users to decide what mattered.

Inaccessible Gated Content

The site fell short in effectively building value, as key product information was often hidden behind data touchpoints. This prevented users from easily accessing the details they needed, creating friction in their purchasing journey.

The Solution

An Innovative and Engaging Visual Experience

We implemented a new hero design featuring interactive animations and motion graphics to engage users dynamically. This approach not only boosted the website’s aesthetic appeal but also significantly enhanced the interactivity of the site, creating a memorable visual environment.

A Smart Navigation System

Our strategy included developing a streamlined navigation system with smart and sticky menus. This was designed to guide users through a seamless journey from their initial discovery to the final purchase decision, improving the overall user experience.

A Tailored and Accessible Content Architecture

We redesigned the content architecture to ensure that important information is easily accessible. By introducing content segmentation strategies, we were able to cater specifically to different user groups to meet their distinct needs.