ActionVillage is an online retailer that specializes in selling paintball, airsoft, and tactical gear. Founded in 1998, they have been a trusted name in the industry for over 20 years. The company is based in Simi Valley, California, and has a large online presence, making it a popular destination for enthusiasts and professionals alike. They previously used Volusion but desired a switch to a more robust and flexible platform, after some research it was decided BigCommerce would be their new eCommerce home for the forseeable future.


ActionVillage, an eCommerce store specializing in paintball gear and equipment, faced critical issues with its website's user experience and low conversion rates. Our team of eCommerce consultants undertook a website redesign project to address these issues and enhance the overall shopping experience for customers. The focus was on simplifying the website's navigation menu, improving the call to action, and streamlining the checkout process.

After conducting a thorough UX audit, our team identified the key pain points that were driving customers away from the website. By addressing these issues, we aimed to increase customer engagement, improve retention rates, and boost overall revenue. Our team's expertise in eCommerce design and development allowed us to create a comprehensive plan that would transform the website into a user-friendly, revenue-generating platform.


  • Headless React Build using BigCommerce API
  • Searchanise search
  • Shopper Approved Reviews
  • for Content Management
  • Vimeo for Video Content
  • Rewind Data Backups & Security
  • ShipperHQ
  • Ship Station

Custom Programming:

  • Headless React Build
  • Custom API integration with Shopper Approved
  • Complex Mega Navigation
  • Custom headless Integration with
  • Custom Integration with Vimeo
  • Custom API integration with Searchanise
  • Custom component for easy product bundling
  • Custom up-sell side cart component
  • Custom filtering using Searchanise API


  • Art Direction
  • Visual Mood Boards
  • UI Design
  • UX Design
  • Home Page
  • Category Page
  • Product Page


The redesign of the Action Village website incorporated a number of elements aimed at improving the user experience and increasing eCommerce performance. First, the overall layout of the site was simplified, making it easier for users to navigate and find what they are looking for. This included a clear and prominent search bar, as well as streamlined product categories. Second, the design was updated to be more modern and visually appealing, with high-quality product images and clear pricing information. Third, the checkout process was streamlined, with fewer steps and clearer instructions, to reduce cart abandonment rates. Finally, the site was optimized for mobile use, with a responsive design that ensured a seamless shopping experience for users on all devices. These redesign elements were implemented with the goal of increasing conversions and driving sales, and early data suggests that they have been successful in achieving these objectives.



ActionVillage's website redesign project was a resounding success, resulting in a significant increase in conversion rates and customer retention. Our team implemented several key solutions to address the critical issues identified in the UX audit, including redesigning the call to action to be more prominent and visually appealing. This change encouraged users to engage with the website, resulting in lower bounce rates.

We also simplified the website's navigation menu, making it easier for customers to find products quickly. The implementation of a one-page checkout streamlined the purchasing process, leading to a marked increase in conversions. By adding customer reviews and star ratings to product pages, we built trust and credibility with customers, which further increased engagement and retention.

Overall, our solutions were designed to enhance the user experience, streamline the purchasing process, and build customer trust. The result was an overwhelmingly positive response from customers, who reported a marked improvement in user-friendliness. Our client saw increased revenue and customer retention, proving the effectiveness of our redesign project.