Baja Designs Case Study With Verified Results
Baja Designs, BigCommerce Redesign, SEO, and PPC
Founded in 1992, Baja Designs develops premium LED and laser lighting systems for trucks, Jeeps, UTVs, motorcycles, off-road racers, and commercial applications. Its ecommerce problem ran deeper than selling accessories: customers need to identify lights compatible with their vehicle, understand beam patterns and lighting zones, compare product families, and pick the right mounting hardware. Egochi redesigned the BigCommerce experience and backed it with SEO and PPC built around vehicle fitment and purchase intent.
The Challenge
Strong products and real brand recognition, but a large catalog that created friction for shoppers and search engines alike. Customers entered through a vehicle search, a product name, a lighting application, or a technical question, and the old experience did not route those entry points to a compatible product. Generic advertising pulled bargain hunters instead of buyers seeking premium, vehicle-specific systems.
Strategy & Solution
Egochi reorganized the storefront around how off-road customers select lighting: vehicle-specific navigation by make, model, and application, with product pages giving fitment, beam pattern, installation requirements, lighting zones, and compatible accessories real prominence. SEO targeted commercial searches across trucks, Jeeps, UTVs, dirt bikes, and vehicle-specific kits, with supporting content that explains the technology. PPC split by product family, vehicle type, and intent, with Google Shopping feed work, negative keywords, and dedicated landing pages cutting irrelevant traffic.
Results
- +88% Organic Traffic
- 2.1% → 3.7% PPC Conversion Rate
- $6.94M → $12.5M Annual Ecommerce Revenue
- +80% Annual Revenue Growth
- +$5.56M Added Annual Revenue
Organic traffic grew 88% and the PPC conversion rate climbed from 2.1% to 3.7%, a 76% improvement. Measured annual ecommerce revenue grew from $6.94 million to $12.5 million, an 80% increase worth $5.56 million in additional annual revenue, roughly $463K added per month. Sources: GA4, BigCommerce Analytics, Google Search Console, Google Ads, Microsoft Ads, Google Merchant Center, CallRail, CRM sales records, Supermetrics.