Case Study

Safariland

Who is Safariland?

Safariland is a premier provider of tactical gear and holsters, trusted by law enforcement and military professionals worldwide. In 2024–2025, the brand focused on enhancing its digital performance through improved CRO, a restructured Paid Media strategy, and a loyalty-driven approach—all while strengthening its foothold in a competitive space.

The Challenge

Despite achieving solid growth in 2024, Safariland contended with rising Google Ads costs, creative fatigue in Paid Social, and UX friction points—especially on mobile. Product page optimization, cart abandonment reduction, and balancing brand-building with performance marketing were key areas for improvement. In parallel, the need for deeper loyalty program engagement and refined customer segmentation became priorities for sustaining long-term growth.

High-Impact Marketing Results

Growth in New Social Commerce Orders

+ 0 %

New Customer Growth (Google Ads)

+ 0 %

Higher Paid Media Revenues

+ 0 %

Growth in Organic Website Conversions

+ 0 %

The Approach

Safariland pursued a precision marketing strategy focused on performance-driven media, conversion optimization, and loyalty-led lifecycle marketing. By aligning acquisition with retention and leveraging data to guide decisions, the brand built a scalable foundation for sustained digital growth.

SEO Optimization

Continued investment in Generative SEO, added FAQs, improved schema, and focused on keyword and video SEO for top-performing products.

Paid Advertising

Segmented Google Ads with Incog X and performance-driven creative updates; expanded Meta Lookalike audiences and leveraged exclusion strategies for retargeting.

Conversion Rate Optimization (CRO)

Revamped Holster Finder tool, optimized mobile UX (especially CTA placement), improved cart functionality, and A/B tested product page elements.

Marketing Automation

Enhanced zero-party data capture with quizzes/pop-ups; loyalty program enhancements; deepened Klaviyo flows (Welcome Series, Abandoned Cart).

Analytics & Reporting

Deployed AdBeacon for smarter attribution and predictive flows; tracked friction points using Lucky Orange and VWO for iterative improvements.

Driving Success

Lifecycle Marketing

+19% Organic Sessions
+84% Keyword Ranking Gains
+124% Organic Shopping Sessions

CRO Gains

A/B Tests on Design Forms & Product Cards
Mobile UX Upgrades & Interactive Blocks
Increased Leads and Sales Conversions

Lifecycle Marketing

+22.5% Lead Growth via Google Ads
24x ROAS via Pinterest Ads
+66% Greater CTR via Meta Ads

Email & SMS Highlights

+320% Total Revenue Lift
53% Campaign Open Rates
+360% Campaign Flow Engagement

Scaling up in 2025!

Safariland’s 2024 results highlight the power of cohesive digital marketing: blending Paid Media, SEO, CRO, and loyalty strategy to drive measurable growth. By optimizing UX, deepening customer personalization, and expanding top-of-funnel visibility, the brand not only hit its revenue goals but set a new standard for customer engagement. With plans for AI-powered predictive marketing, deeper loyalty integration, and advanced CRO, Safariland is ready to secure even stronger performance in 2025.

Our Strategy

National Positions implemented their full suite of local digital services including technical SEO, content creation and optimization, citation building, Google My Business profile creation, optimization and management. The team implemented local and reviews schema while at the same time working to optimize the internal linking structure. The campaign also included mobile usability improvement, link building and load speed optimization.

Our Results

In just a few months the rankings for both Cupertino iPhone repair in Cupertino and San Francisco shot up. Both locations results were now in the top three positions in the maps. The company also saw exposure on the first page for all of their major keywords. Organic traffic increased by 25.4% while bounce rate decreased by 18%. This resulted in significantly higher foot traffic to both stores. Increased business resulted in increased revenue and improved overall business performance.

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