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    Sports Equipment Manufacturing

    Website Replatforming for a Sporting Manufacturer

    A new Magento store, connected warehouse operations and sales tracking from day one, for a table tennis brand sold in 14 countries.

    killerspin-2
    14
    Countries with Killerspin distribution
    Five continents
    Magento
    New eCommerce platform
    Redesign and replatform
    Day 1
    Sales tracking live at launch
    Analytics and orders
    The Client

    About Killerspin

    Killerspin is the largest US-based table tennis events, media and equipment company. It makes and sells table tennis equipment, accessories and apparel, distributed in 14 countries across five continents.

    Killerspin also hosts competitions and special events. Its televised tournaments have aired on Fox Sports Net and ESPN.

    Key Takeaways
    • The old store had a weak cart, low search rankings and conversion below the industry average.
    • We rebuilt the store on Magento and connected it to back-office and warehouse operations.
    • Sales tracking and an SEO and PPC plan covered both sides of the launch.
    The Challenge

    Why the Old Store Wasn't Selling

    Killerspin had an eCommerce site, but it wasn't bringing in new customers or converting the visitors it already had.

    Three problems stood in the way.

    Killerspin website redesign
    01

    A Weak Shopping Cart

    The cart performed poorly, which added friction at the exact moment a visitor was ready to buy.

    02

    Low Search Rankings

    The site ranked low for the key terms buyers use to find table tennis equipment, so new customers rarely found it.

    03

    Below-Average Conversion

    The share of visitors who bought was below the industry average. More traffic alone would not have fixed that.

    The Approach

    How We Rebuilt Killerspin's Store

    Four workstreams, planned together so the new store launched ready to sell and ready to measure. Select a step to see what we did.

    Step 1 of 4

    A New Store on Magento

    We redesigned the site and moved the store to Magento. The goal was conversion: make it easier for visitors to find the right product and get through checkout.

    Killerspin website on Magento
    “New Perspective has played a critical role in the success of our website sales and to the bottom line of our company. They have brought us from ground zero to a thriving company!”
    Robert Blackwell Jr CEO, Killerspin
    The Results

    What Changed for Killerspin

    The new store replaced a site that wasn't converting. Here is what it put in place.

    Platform
    Magento

    A rebuilt eCommerce store

    Redesigned and replatformed, with conversion as the design goal.

    Redesign and replatform
    Operations
    Linked

    Store, back office and warehouse

    Orders flow from checkout to fulfillment with less manual handling.

    Back-end integration
    Measurement
    Day 1

    Sales tracking from launch

    Analytics showed which traffic turned into orders, so marketing spend could follow sales.

    Analytics setup
    Search
    2 phases

    SEO and PPC plan

    Pre-launch and post-launch search work covered the move and the growth after it.

    SEO and PPC strategy
    The Impact

    Killerspin's CEO credits the partnership with a critical role in the company's website sales and bottom line.

    What started as a redesign became a long-term relationship covering strategy, development, creative, editorial, SEO and PPC.

    FAQs

    Frequently Asked Questions

    01What did New Perspective do for Killerspin?

    We redesigned Killerspin's website and moved its store to Magento. We connected the store to back-office and warehouse operations, set up analytics and sales tracking and ran SEO and PPC before and after launch.

    02Why did Killerspin replatform its eCommerce site?

    The old store had a poorly performing shopping cart, low search rankings for key terms and a conversion rate below the industry average. It wasn't bringing in new customers.

    03How was search handled during the move to Magento?

    SEO planning started before launch and continued after it, alongside PPC. The move to a new platform was part of the search plan from the start.

    04What does Killerspin sell?

    Table tennis equipment, accessories and apparel, distributed in 14 countries on five continents. Killerspin also hosts competitions and produces table tennis media.

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