Audit First, Then Action: How an 81% Mobile Audience Shaped a New Growth Roadmap for Bunker Branding
Bunker Branding is the home of authentic merchandise for some of the internet’s biggest creators. Its roster covers tactical, firearms, automotive and comedy channels, and it sells alongside the brand’s own Bunker Gear line. Fans aren’t just buying a shirt. They’re buying into a creator and a community.
The brand already had a loyal audience and steady traffic. But the store behind it hadn’t kept up. Mobile shoppers made up most of the traffic, and the mobile experience wasn’t built around them. Creator pages varied from one to the next. The theme had security gaps. Lifecycle marketing ran on Privy, which couldn’t support the segmentation and automation a brand of this size needs.
Bunker Branding came to Future Holidays to improve the performance of their Shopify Plus store across CRO, development and lifecycle marketing, and to have it ready before their biggest season of the year.
What They Needed
- Better conversion and a better shopping experience, especially on mobile, where most of their traffic comes from
- Stronger creator and product pages, with a consistent experience across every creator
- Higher AOV through better merchandising, incentives, cross-sells and promotional strategy
- A cleaner, faster and more secure Shopify setup, including apps and theme performance
- A move from Privy to Klaviyo for better segmentation, deliverability, automation and long-term scale
- A stronger promotional and retention strategy ahead of BFCM
Audit First: Finding Where Growth Was Hiding
We started with a full audit covering UX and CRO, development, and lifecycle marketing. Two findings set the direction for everything that followed.
Mobile made up 81.3% of sessions. For most of Bunker Branding’s customers, the mobile site is the brand, so mobile CRO became a primary focus.
Product pages converted well below other key landing page types. Product pages are where buying decisions happen, which made them the clearest opportunity in the funnel.
We turned the findings into a prioritized roadmap. We also set up a development and staging workflow, so every change is tested before it reaches customers. Early fixes included clearing an overlapping element on mobile product pages that had been covering the floating Add to Cart button.
A Secure, Stable Shopify Plus Foundation
The audit flagged three high-priority security vulnerabilities in the Shopify theme. We moved them to the top of the roadmap. Protecting customers and the brand comes before any optimization.
We also benchmarked theme performance against Google’s Core Web Vitals. All three are within target:
- Loading speed: 2.29s (target: 2.5s or less)
- Interactivity: 96ms (target: 200ms or less)
- Visual stability: 0.01 (target: 0.1 or less)
With a healthy baseline in place, the roadmap now focuses on further speed gains and easier maintenance. That work includes deferring non-critical scripts, optimizing image loading, loading code and styles only where they’re needed, and combining duplicate promo sections into one editable component the team can update quickly.
Creator Pages That Scale
Creators are at the center of Bunker Branding’s business, but creator pages had developed unevenly over time. We began improving the creator and product page experience and built a repeatable process for launching new creator pages. New partners can now go live faster, and every page gives fans the same experience.
We also launched Notify Me / Back-in-Stock functionality. When a popular item sells out, the store can now keep that shopper’s interest and bring them back when it’s available again, rather than losing them.
From Privy to Klaviyo: Rebuilding Lifecycle Marketing
The audit found Klaviyo to be the better fit for Bunker Branding’s needs: more detailed segmentation, better control over timing, and stronger automation.
We didn’t just move the full database across. We cleaned and segmented the existing audience first, so the new program starts with a healthy list and better deliverability.
From there, we began rebuilding the lifecycle program around automated flows, starting with the core journeys: Welcome, Browse Abandon, Cart Abandon and Post Purchase. The roadmap extends to back-in-stock, cross-sell, re-engagement and sunset messaging, so each stage of the customer relationship gets its own message.
Promotions, Launches and Seasonal Momentum
While the foundation work moved forward, we stayed involved in day-to-day growth:
- Labor Day Bunker Gear campaign: supported promotional execution and email marketing
- Giveaway entry tracking: built tracking for creator and product promotions
- Halloween collection: supported seasonal merchandising and the launch
Built for BFCM
All of this leads into the biggest weekend of the year. We built Bunker Branding’s BFCM strategy across CRO, lifecycle and onsite merchandising, setting the promotional direction and lining up each channel to support it.
The Foundation So Far
In the first phase of the engagement, Future Holidays did a full audit of Bunker Branding’s store and found that 81.3% of sessions come from mobile and that product pages were the biggest conversion gap. We used those findings to build a clear roadmap.
Since then, we’ve addressed three high-priority security vulnerabilities, confirmed all three Core Web Vitals are within target, set up a safe staging workflow, built a repeatable creator page process, launched back-in-stock alerts, and started moving lifecycle marketing from Privy to Klaviyo with a clean, segmented audience.
Bunker Branding goes into BFCM with a stronger foundation across CRO, Shopify and lifecycle marketing, and a clear next step for each.
What’s Next
As BFCM results and post-launch data come in, we’ll measure how the mobile, product page and lifecycle work is performing. Then we’ll keep building on what’s working.
Next Project →
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