Atwoods Boosts Organic Traffic by 153% with Nansen

Atwoods Ranch & Homegoods partnered with Nansen to replace its outdated eCommerce system with a scalable Optimizely CMS and Commerce platform in just four months. The overhaul delivered faster site performance, easier merchandising, and seamless customer experiences—driving a 153% increase in organic traffic, 20% more purchasers, and 12% revenue growth. With a flexible digital foundation in place, Atwoods is now positioned for long-term growth and innovation.

Retail eCommerce

Digital Transformation

Optimizely Commerce

The Impact

INCREASE IN TOTAL PURCHASERS

INCREASE IN FIRST TIME PURCHASERS

INCREASE IN TOTAL REVENUE

The Challenge

Atwoods Ranch & Homegoods is a family-run retailer with 70+ stores across Oklahoma, Texas, Arkansas, Missouri, and Kansas. Built on a legacy of trust and service, the brand has long served the needs of rural communities with dependable products and personal attention. As digital shopping became the norm, Atwood needed to mirror that same in-store trust and experience online—fast.

Atwoods’ former eCommerce platform was impeding growth. Though marketed as B2C-ready, the system was rooted in B2B architecture, creating daily pain points for customers and teams alike. Out-of-stock errors appeared at checkout, product navigation was clunky, and merchandising lacked flexibility. On the backend, slow content updates made it difficult to stay agile in a seasonal retail environment.

With a critical PCI compliance deadline approaching, the team needed more than a workaround—they needed a complete platform transformation on an accelerated timeline.

The Process

Nansen stepped in as a strategic partner, leveraging our deep expertise in composable commerce and rapid eCommerce delivery to help Atwood replatform in just four months. Built on Optimizely CMS and Commerce, the new site was designed for speed, scalability, and ease of use for customers and internal teams alike.

To power a seamless, future-ready operation, we implemented an integrated tech stack that included:

InRiver PIM to centralize product data
Tecsys OMS for cross-channel order management
HubSpot for automated marketing workflow
Flexible payment tools, including Buy Now, Pay Later
Fraud and tax compliance software
GA4 and Google Tag Manager to enable performance tracking and optimization

The new digital storefront was designed to be as intuitive and trustworthy as walking into a physical Atwood location.

The Solution

The site overhaul transformed both the customer and internal experience. Shoppers could now browse more intuitively, see real-time stock availability, and choose between fulfillment options like in-store pickup and home delivery. A faster, more reliable checkout process reduced cart abandonment and reinforced customer confidence.

Internally, the Atwoods team gained the ability to make rapid content updates, launch promotions without developer delays, and act on performance data to drive smarter decisions. What was once a rigid system became a flexible engine for growth.

In the client's own words

“We were up against a tight deadline and a legacy platform that couldn’t keep up. Nansen came in with a clear plan, moved fast, and delivered exactly what we needed — a site that reflects the same trust and quality our customers expect in-store.”

The Result

Since launching the new site on Optimizely, Atwood has seen strong, measurable gains across key metrics:

Customer Engagement & Site Performance

153% increase in organic search traffic
114% increase in navigation clicks
6% increase in total users
26% increase in purchases driven by organic search

Conversions & Revenue

20% increase in total purchasers
22% increase in first-time purchasers
12% increase in total revenue

These results show the power of a modern digital experience to drive both acquisition and conversion—giving Atwood a stronger foothold in an increasingly competitive eCommerce landscape.

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What’s Next
With a flexible platform in place, Atwood is now exploring personalized product and content recommendations and expanding its use of Optimizely’s Digital Asset Management (DAM) capabilities.

By partnering with Nansen, Atwood didn’t just meet a compliance deadline. They unlocked the foundation for long-term digital success.

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FLIR Enhances Visitor Engagement With New Customer-Centric User Experience

Atwoods Boosts Organic Traffic by 153% with Nansen

The Impact

The Challenge

The Process

The Solution

In the client's own words

The Result

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Technology

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