The Perfect Fit On and Offline
How an E-commerce Website Redesign Grew Sales 20% and ROAS 1061% for Headwaters Seat Covers
Meet Headwaters Seat Covers
Headwaters Seat Covers is an e-commerce business that makes highly customizable, made-to-fit seat covers and accessories in the heart of Three Forks, Montana. Their products are practical, highly-tailored, and the definition of personalized craftsmanship. But their online presence got in the way of putting more seat covers in truck cabs. They needed an e-commerce website redesign that, like their seat covers, perfectly fit their needs.
The Challenge
Headwaters Seat Covers has a strong product, a loyal customer base, and big potential beyond Montana and the Northwest. But their website made customization feel like work, with customers having to click, scroll, and hunt for key product details. Headwaters Seat Covers got phone orders every week from customers who were stuck or frustrated trying to buy online.
The checkout process added more friction with clunky fields and a less-than-smooth flow. If someone added an item to the cart and realized they picked the wrong color or option, they couldn’t edit it. They had to start over.
On top of that, Headwaters Seat Covers wasn’t running PPC advertising and hadn’t built an email marketing strategy, which left money on the table at crucial moments. They were missing the extra touchpoints that turn interest into purchases and first-time buyers into repeat customers.
Headwaters Seat Covers needed an online presence that did more than “looked good.” They needed an expanded sales cycle that created a smooth path from “I want seat covers” to “order confirmed.”
Goals
Make Ordering Online Easier
Headwaters Seat Covers needed an intuitive shopping experience that removes customer confusion, reduces friction, and saves their sales team time.
Expand Online Reach
With big demand beyond their local region, Headwaters Seat Covers needed to reach new, high-intent audiences nationwide through targeted digital advertising.
Build Customer Loyalty & Acquisition
With no email marketing in place, they needed a way to stay connected after the first visit, recover abandoned carts, and build repeat purchases.
Our Strategy
We mapped every point in the sales cycle where customers got stuck, from abandoning carts to calling the shop instead of ordering online. From there, we fixed Headwaters Seat Covers’ online experience in three layers:
Step 1: An E-commerce Website Redesign Built for Custom Orders
With our e-commerce website redesign, we refreshed Headwaters Seat Covers’ online experience to match how customers actually shop for a highly customizable product. We focused on the areas that were creating the most friction, so the flow from home page to checkout was straightforward, not overwhelming. That meant creating easy-to-use product filters, making carts editable, and streamlining page design for smooth navigation. The final product: a digital shopping experience that felt personal and easy, no clicking or backtracking before checkout.
Step 2: Ads Built for Niche, High-Intent Buyers
We launched targeted campaigns on Facebook and Google designed to meet people across the nation with clear alignment with the brand. Instead of going broad, we built a strategy around niche audiences with strong intent for Headwaters Seat Covers’ products, like blue-collar truck owners, working industries, and outdoors and hunting communities. This gave their brand a stronger national presence and a consistent way to bring qualified traffic to the site.
Step 3: Email Marketing That Runs in the Background
We built an email marketing strategy from the ground up using Klaviyo. We added email capture to the website and created the core flows that turn visits into sales and purchases into repeat customers, including a welcome flow, abandoned cart flow, post-purchase touchpoints, review requests, and promotional emails. This created a steady engine to nurture customers from first visit to repeat purchase
Results
%
Growth in online sales YOY after launch
(July 2025 – February 2026).
%
94th Percentile
Email Conversion Rate in Klaviyo
%
Two-Year ROAS
ROAS on Facebook and Google ads since June 2025, far surpassing the average e-commerce rate of 300%.
Ready to Rev up Your Customer Journey?
Big Storm brings strategy, web design, and performance marketing together to create a well-oiled machine for e-commerce businesses. If you’re losing sales and have a site that needs a tune-up, let’s talk.