How Veteran-Owned Redline Steel Outperformed Competitors and Doubled its Conversion Rate
Colin Wayne, CEO of Redline Steel, is a man with an unparalleled work ethic and focus. In 2012, while serving with the US Army in Afghanistan, he was wounded by an enemy mortar that sent shrapnel tearing through his body. Refusing to let the injury define him, he poured his energy into physical therapy and rebuilding his strength.
One year later, Wayne had become a fitness icon and garnered a 3 million-strong social media following. Having achieved his fitness goals, Wayne then set his focus on financial goals. In 2016, he launched Redline Steel, the red-hot home decor manufacturing company whose products are 100% Made in America, with American Materials. In just 3 years, Wayne grew Redline from an idea into a multi-million-dollar business.
Today, Wayne and the ever-expanding Redline team are relentlessly focused on innovation and is not only the first to market but the best on the market - becoming an eight-figure revenue enterprise in under 3 years. Armed with a powerful product portfolio, a killer design team, and an extensive social media presence, Redline knows how to reach new visitors and drive them to their site. However, Wayne and his team knew that the ratio of visitors to buying customers (the e-commerce conversion rate) seemed low and that load speed was an overall issue, but to what extent was unknown. With the 2019 Black Friday season a few months away, Wayne and his Director of Marketing Abdul Alaa took a hard look at how to increase Redline's conversion rate.