Pit Boss isn’t sitting back during this tough grill market, they’re looking to take share. They’ve been focused on putting their products in front of new consumer groups, leading international expansion with innovation, and entering new retail partnerships.

They’re attacking growth on all fronts, including direct-to-consumer (DTC). We’ve seen some companies pull back on DTC, but Pit Boss just invested more heavily in DTC through a website transition with Shopify.

The new website is meant to drive sales in more ways than one, starting with an improved design. The layout has been improved for a more streamlined shopping experience that’s easier to navigate. That’s important for Pit Boss, because with their retail partnerships, they have more SKUs than probably any other pellet grill company.

Behind the scenes, they have a better data and analytics platform through Shopify to create a more personalized shopping experience. That’s key to Pit Boss because their website is seeing around 10 million visits per year.

Through their new website they’ve had the following key performance gains.

• +15% increase in total orders and +11% lift in items per order within the first three months
• Bounce rate reduced by 80%, with significantly higher engagement across recipes, videos, and product content
• +7% increase in pages per visitor, signaling deeper on-site exploration

While these are the gains that Pit Boss is seeing it’s just one brand under the Outdoor Brands, LLC umbrella. Outdoor Brands has actually commonized their DTC infrastructure under all their brands, which include Charbroil and Oklahoma Joe’s.

Overall, consolidating our DTC brands onto a standardized Shopify setup has reduced hosting complexity, improved site reliability, and strengthened security through consistent patching and access controls, while centralized IT support has enhanced our ability to quickly identify and resolve issues, reducing both ticket volume and resolution time.

Spokesperson from Outdoor Brands, LLC

The benefits they’ve seen aren’t limited to the sales side. Along with their Shopify launch, they’ve also streamlined operations across the organization to benefit with product development and customer satisfaction.

Closer alignment between ecommerce, IT, and development has improved prioritization, accelerated release cycles, and streamlined issue resolution, allowing us to respond more quickly to customer needs and market opportunities.

Spokesperson from Outdoor Brands, LLC