MyBaitShop Case Study

Case Study: MyBaitShop Increases Conversions by 450%


Shopify store provides fisherman and women with a plethora of new and antique fishing lures ready to catch the new big one or expand a lure collection. Lucky Orange helped chum the digital waters for, and now this family-run business continues to reel in success.

Lucky Orange,, ShopifyWhether customers love to fish with the best tackle on the market or like to add to their fishing lure collections, is a go-to online store for fishing fans across the country.  The Shopify store has taken the fishing community by storm by offering new and antique lures and a trade-in program for old lures.’s customers range from casual fishermen and women to serious anglers. Regardless of their level of fishing expertise, the site’s customers expect a smooth online experience to find that perfect lure.

Keith Bell, a Wisconsin-based outdoorsman, entrepreneur and brains behind, knew that he needed more than just a website to become successful; he needed the analytics and online polling features to keep these customers coming back for more.

Getting the Business Started

Creating was a simple transition for Keith. He collected fishing lures with his family for 15 years, amassing a collection of more than 20,000 antique and new lures.

Keith decided it was time to sell part of his collection to find space for new additions as the collection continued to expand, and was launched in 2017.

Keith knew that he wasn’t alone in having a love for fishing and fishing lures – 51.6 million Americans go fishing at least once every year. Even with so many fellow fishing fanatics to turn into customers, still struggled to gain traction.

It’s a struggle that’s echoed by other Shopify stores, too. However, Keith wasn’t going to quit that easily.

He used his prior business experience to find the missing analytics pieces he knew would be necessary to figure out why his visitors weren’t converting into customers.

Asking the Right Conversion Rate Questions

In those early days, saw roughly 500 monthly page views and a conversion rate of less than 1 percent.

Keith sought out to find out:

  • Which fishing lures were most and least popular
  • How customers navigated through the website
  • What products customers wanted to see on
  • Why visitors were abandoning their cart before checking out
  • Which campaigns were the best use of his limited budget

“I knew I needed more insight into customer behavior. In a past role I helped develop some of the first direct-to-consumer sales models online and knew there had to be a way to get backend insight that would provide actionable items,” Keith explained.

The hunt was on to find the best reporting product in the Shopify app marketplace.

Adding Lucky Orange to the Store

Keith discovered a solution quicker than he expected. Lucky Orange, one of Shopify’s top-rated reporting apps, seemed to fit his needs.

Customizable polls? Check!
Visitor recordings? Check!
Interactive heatmaps? Check!
Budget-friendly plans? Check!

Keith wasted no time setting up Lucky Orange on and started to see visitor recordings and data stream into his account.

Keith knew he had hit the analytics jackpot within minutes of installing Lucky Orange., fishing,

“I started seeing results fairly quickly,” Keith said. “I learned where people were going on my website and where they were leaving. It gave me an insight into the customer’s behavior.”

Lucky Orange became a regular part of Keith’s day. He kept the Lucky Orange dashboard on his monitor for constant, real-time monitoring that would allow him to jump to visitor recordings or check a dynamic heatmap.

He added, “[With Lucky Orange], you quickly realize just how blind you’ve been to store activity.”

Add Lucky Orange to your store with a free 7-day trial.

Three ways MyBaitShop uses Lucky Orange

Very quickly, Lucky Orange became one of Keith’s most valuable additions to his digital tackle box.

Lucky Orange helped Keith better understand visitors in three unique ways so he could grow the store:

1. Analyzing customer patterns

Lucky Orange provided Keith with the information and analytics he required to look beyond traditional data to see where customers clicked and where they left

How Keith used Lucky Orange: Keith started with his dashboard to monitor traffic and monitor his conversion funnels. From there, he jumped to recordings to watch as visitors clicked through He paid close attention to how visitors were clicking between products and when in they started the checkout process.

Keith also used Lucky Orange’s dynamic heatmaps to identify his top webpage elements. He then watched recordings of those visitors who clicked on these elements., Shopify, Lucky Orange, heatmap

Why it helped:  “Knowing where customers go and where they leave is key to trying to find new methods of engagement,” Keith said.

Keith could test new ways to engage his customers and use Lucky Orange verify what methods were successful.

Lessons for other Shopify stores: Don’t rely on traditional analytics alone that leave you  guessing about areas of concern on your store when tools exist to show you specific problem areas.

As demonstrates, it pays to use visitor recordings and dynamic heatmaps to watch visitors interact with your website so you can use this information to improve navigation, make checkout easier or try different methods of engagement.

2. Asking visitors directly

Visitor recordings and dynamic heatmaps were crucial in creating a strong customer experience on Keith took a more direct approach in finding out exactly what products visitors wanted to purchase from his business to help him build out inventory.

How Keith used Lucky Orange: Keith knew customers were interested in his lures by watching visitor recordings of customers browsing his inventory.  He wanted to find a way to take the guess work out of trying to understand if his customers were finding the products they wanted to use.

Using Lucky Orange, Keith set up a poll within a minute. His question was straightforward and simple for anyone to answer: What additional lures would you like My Bait Shop to carry?, Shopify, Lucky Orange, polls, website, feedback

Why it helped: Keith was able to focus his efforts on better inventory by knowing exactly what customers wanted to purchase. In his case,’s visitors preferred vintage lures.

Keith used this information to increase his supply of vintage lures and saw sales rise as a result.

Lessons for other Shopify stores: Everyone has an opinion, and those opinions can lead you to better website design decisions, more sales and happier customers who want to return time and time again. If you don’t know where to start, we have a list of poll questions to help.

3. Tracking campaign results

A little analytics wisdom goes a long way in building a successful Shopify store like, especially when it comes to paid traffic building campaigns through Google PPC or social media.

How Keith used Lucky Orange: Keith ran paid campaigns and followed up with Lucky Orange to track results and examine visitor behaviors for specific campaigns.

He used dynamic heatmaps to filter data to analyze clicks, moves and scrolls from specific campaigns. He could filter by traffic sources, device types, geographical locations or visitor behaviors.

For example, Keith looked at the overall behavior of his latest Facebook campaign. He could see where Facebook visitors clicked, how quickly they navigated from product page to check out and how many visits it took for them to become customers.

Why it helped: Keith was able to validate and justify paid campaigns and get a better grasp of how visitors from different traffic sources interacted differently.

He looked at results from a 30,000-foot view and looked at the microanalysis for specific behaviors and traffic sources. Keith used the information with visitors from direct links compared to social traffic and other sources to determine the campaign investments that drove the best customer traffic.

Lessons for other Shopify stores: Simply put, anyone with a website – whether that’s a Shopify store or a WordPress site – needs to have a way to validate campaigns. Every website operator wants to understand which campaigns provide the best bang for their buck..

The more you can understand the ins and outs of a campaign and visitor behavior, the more you can tailor your budget for specific campaigns, validate results and gain a better understand of how visitors from various traffic sources use your website differently.

The result can be more sales and more productive campaigns. grew 5.5x in just 103 days saw 500 monthly page views with an average conversion rate of less than 1 percent before using Lucky Orange. Fourteen weeks later after installing Lucky Orange and identifying ways to optimize conversions, the website reported 1,500 monthly pageviews and a conversion rate of 1.5 percent, putting it on par with the e-commerce website conversion benchmark.

This incredible growth has yet to slow.

In 2018, grew between 20 percent and 30 percent each month with more than 12,000 monthly visitors. Lucky Orange remains a crucial player in helping Keith turn visitors into returning customers.

There is one problem – albeit a good one – that Keith couldn’t have expected.

“Our biggest challenge right now is just keeping enough inventory in our store to meet demands,” Keith says.

As for what’s next, Keith knows one thing is for sure – Lucky Orange will be involved.

Keith believes Lucky Orange would be an excellent asset to any Shopify store or website: “We continue to use Lucky Orange all day every day and would be lost without it.”

Get started with a free 7-day trial of Lucky Orange.


Cover photo by Jakob Owens on Unsplash

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