The Commerce Practice built a long-term strategic roadmap designed to grow First Tactical’s revenue to their target number.
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Driving Performance on Shopify through Strategic Optimization
First Tactical
Digital Experience Strategy & Design
Conversion Rate Optimization
Managed Services
Design & Branding
Shopify
RECOGNITION
Background
First Tactical is a performance gear and apparel company serving law enforcement, tactical professionals, and outdoor enthusiasts. The brand has a loyal customer base and an expanding digital footprint due to their innovative business model and high product quality. First Tactical turned to the Commerce Practice for strategic guidance and the development of a roadmap to help them reach their revenue goals.
Together, Corra &
First Tactical
achieved:
Challenge
Translating Revenue Goals into Roadmaps
First Tactical entered the engagement with a clear topline objective: achieve top-line revenue growth. However, bridging the gap between that financial target and day-to-day execution required a clearer understanding of which digital levers would actually move the needle. With rising ad costs, limited organic visibility, and untapped opportunities to improve conversion, the brand needed a partner to realign digital strategy with performance-based KPIs. The challenge was how to extract more value from their already existing digital ecosystem through optimization, measurement, and content strategy.
Solution
Creating a Roadmap to Match a Growth Goal
The Commerce Practice’s first step was to convert First Tactical’s high-level revenue target into an actionable plan tied to measurable KPIs. Rather than focusing on abstract goals, the team worked backward from the revenue benchmark to identify levers like organic search growth, average order value (AOV), and conversion rate optimization (CRO). This strategy-driven roadmap provided clear focus areas for improvement, helping prioritize workstreams based on financial impact.
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Solution
Audit to Determine Roadmap
Strategic Foundations audits are a set of early engagement audits where our SMEs analyze and investigate a solution’s SEO, CRO, UX, design, and code quality to provide insight into what areas could improve. Our team consolidates all findings into a single, holistic report and evaluates recommendations for value and feasibility against our understanding of First Tactical’s objectives. The audit’s rendered played a crucial role in First Tactical’s eventual roadmap, and gave our teams insight into how the solution could be modified to help more efficiently reach revenue goals.
SEO as a Cost-Control Strategy
With paid acquisition costs rising, The Commerce Practice identified SEO as a key opportunity for reducing customer acquisition cost while expanding reach. Technical audits and content strategy recommendations were developed to elevate First Tactical’s organic visibility and long-term search equity. The goal was not only traffic growth, but also improved ROI by decreasing reliance on paid channels over time. This SEO-first approach tied directly to the brand’s desire for sustainable, compounding performance.
Optimizing Conversion Rate and On-Site Experience
To improve the site’s ability to convert visitors into buyers, The Commerce Practice provided strategic guidance around CRO best practices. This included refining user flows, optimizing CTAs, and evaluating how product detail pages and landing pages influenced behavior. The work aimed to streamline the user journey and improve revenue-per-visitor across both mobile and desktop experiences.
AOV became another priority area in the performance strategy. The Commerce Practice recommended techniques like bundling, upselling, and adjusting free shipping thresholds to increase cart size without compromising UX. These enhancements allowed the team to extract more value from existing traffic, effectively compounding the results of SEO and CRO work.
Leveraging Shopify for First Tactical’s Goals
Unlike many projects, First Tactical did not require a replatform. Already on Shopify, the challenge was to better leverage the platform’s built-in features and optimize what already existed. The Commerce Practice’s approach focused on getting more out of Shopify’s native capabilities to accelerate time to value. We’re just as excited to help merchants get the most out of their current platform as we are to help them find a new platform to help accomplish their business goals.
Results
First Tactical’s enagement with The Commerce Practice established a clear performance roadmap rooted in Shopify’s ecosystem. With a structured plan focused on CRO, SEO, and AOV, the brand gained a clearer view into how tactical improvements ladder up to strategic revenue goals. While early in execution, the groundwork is in place for scalable, cost-efficient growth. The team is focused on deepening content-led commerce strategies and unlocking greater performance from existing tech investments.
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