Skullcandy's BigCommerce Migration: A Case Study in E-commerce Success

Skullcandy, a personal audio equipment brand that specializes in wireless headphones, earbuds, and speakers, recently won BigCommerce’s 2018 design award for Best New Website Design.

The journey Skullcandy took to launch an award-winning ecommerce site took many twists and turns but wasn’t atypical for BigCommerce customers.

In fact, from the planning phase to working with technology and design partners to launching its seven international sites to double-digit increases in conversion rates, Skullcandy received BigCommerce’s usual red-carpet treatment.

Skullcandy had previously been on the Salesforce Commerce Cloud platform as part of its partnership with Astro Gaming.

When Astro Gaming was purchased, Skullcandy evaluated its ecommerce strategy and decided that Salesforce Commerce Cloud was no longer the right fit for the size of Skullcandy’s ecommerce business needs.

The platform was expensive, resource-heavy to maintain, and took an incredible amount of customization and time to provide the type of exceptional customer experience Skullcandy was committed to providing shoppers.

Executive Summary: Moving from Salesforce Commerce Cloud to BigCommerce

Skullcandy launched seven BigCommerce websites—one U.S. site, two Canadian sites, and four European sites—in three languages and in four currencies within six months.

In the first month after launch, the company saw double-digit conversion rate improvement and won an award for the Best New Website Design.

Skullcandy Makes a Game-Changing Move

Skullcandy reviewed twelve ecommerce platforms before choosing BigCommerce for its global websites.

Skullcandy’s main goal was to get customers to its most valuable pages as quickly as possible. The company wanted its shopping experience to:

• Be simple and enjoyable
• Enable customers to quickly and easily find what they’re looking for
• Decrease bounce rates
• Increase conversions across all seven ecommerce sites

To help achieve these goals, Skullcandy engaged The ZaneRay Group, a design and development agency specializing in ecommerce, as well as Jasper, a SaaS product information management (PIM) solution and BigCommerce partner.