How US Park Pass Grew $3M in Revenue — While Increasing Profit Margins by 20%
Through strategic CRO and merchandising optimization that shifted customers toward higher-margin products — all in 4 months
Case Study Overview
US Park Pass helps outdoor lovers access over 2,000 national parks and federal sites with an annual pass. They were doing close to 8 figures in revenue — but profit per order was too low to scale. We focused on CRO and retention to fix that, adding $3M in revenue and 32% more profit per order in just 4 months.
Research Methods Used
Customer Testimonial
Key Optimizations
Clarifying Customer Objections on the Park Pass Page
Hypothesis:
Research revealed key objections from customer surveys and support tickets — visitors were hesitant about pass validity, shipping times, and park coverage. If we addressed these specific concerns by adding comprehensive information throughout the product page and an FAQ section, we'd reduce hesitation and improve conversions.
Goal:
Conversion Rate
Result:
Conversion rate improved as visitors had all the information they needed about park pass details and their main concerns were addressed directly on the page, reducing friction in the buying process.
Free Shipping Threshold + Cart Drawer Optimization
Hypothesis:
If we introduced a free shipping threshold just above the price of a single park pass, and made progress toward it visible in the cart drawer, more customers would add higher-margin gear to reach it.
Goal:
Profit Per Order and AOV.
Result:
AOV and profit per order increased as more orders included profitable non-pass products, such as bottles and accessories, without relying on discounts.
Park Pass + Gear Bundles
Hypothesis:
If we bundled the park pass with relevant gear — like park guides, water bottles, and accessories — we’d make it easier for customers to buy more without thinking, increasing order value.
Goal:
Profit Per Order and AOV
Result:
Customers were more likely to add gear when it was pre-packaged with the pass, leading to higher-margin orders with minimal friction.
Optimized Mega Menu
Hypothesis:
Research showed high activity from new visitors in the mega menu — they were exploring different park categories and gear options but getting lost in the navigation. If we restructured the mega menu based on visitor behavior patterns and made it easier to find relevant products, we'd capture more of this exploration intent.
Goal:
Navigation engagement and conversion rate
Result:
The optimized mega menu guided new visitors more effectively to relevant products, reducing bounce rate and increasing the likelihood of first-time purchases.
Post-Purchase Funnels
Hypothesis:
Research showed that right after purchasing a park pass, customers were in a high-intent state — excited about their upcoming trips and open to adding gear they'd need. If we created targeted upsell flows immediately after order placement but before the thank-you page, we'd capture this peak buying momentum and increase order values.
Goal:
Average order value and profit per order
Result:
The post-purchase funnel captured customers at their highest intent moment, successfully converting park pass buyers into higher-value orders with relevant gear additions before they reached the thank-you page.
Park Discovery Page Optimization
Hypothesis:
Analytics showed traffic flow going from homepage → list of parks page, but conversions were dropping there. If we surveyed visitors on this page — segmenting park pass owners vs non-owners — and optimized the product page based on their specific needs, we'd capture more of this high-intent traffic.
Goal:
Conversion Rate from Parks Page
Result:
Understanding the different visitor segments allowed us to optimize the PDP for both existing park-goers and newcomers, significantly improving the conversion funnel from park discovery to purchase.
Email Strategy Overhaul
Hypothesis:
If we improved the overall email structure — especially the above-the-fold section — with emotive visuals, clearer copy, and a strong CTA visible without scrolling, and increased the number of weekly campaigns, we'd drive more engagement and revenue.
Goal:
Email Revenue and Revenue Per Recipient
Result:
More frequent campaigns combined with better design led to higher CTR, more site visits, and a significant increase in revenue from emails — especially on mobile.
Blog Post Emails + Embedded Cross-Sells
Hypothesis:
If we sent curiosity-driven emails linking to relevant blog posts — and embedded soft product placements and cross- sells into those posts — we'd boost engagement, deliverability, and drive profitable product clicks.
Goal:
Revenue Per Recipient
Result:
Higher engagement rates improved deliverability, while subtle in-post cross-sells drove more traffic to high-margin gear — without feeling like a sales pitch.
Other Optimizations
Other changes that reinforced the core improvements and boosted profit per order, engagement, and retention.
Welcome Series + Offer:
Rebuilt the welcome flow and added a free e-book guide to boost sign-ups and capture intent earlier.Homepage Update:
Highlighted bundles and seasonal picks to push first clicks toward higher-margin products.Email Flows Added:
Filled major gaps — cart abandonment, browse recovery, post-purchase upsells, and seasonal guides.Increased Send Volume:
Moved to a consistent weekly cadence with segmented content to drive repeat sales.
The Results
The combination of customer research, systematic optimization across all channels, and data-driven testing transformed US Park Pass's business. Our three-pillar approach to improving their ads, website conversion, and email marketing led to:
$3M revenue increase in just 4 months
20% improvement in gross profit margin
40% increase in email revenue contribution
Successful scaling of advertising spend without sacrificing profitability
Higher customer lifetime value through improved retention
Key Takeways
Research Before Action: Understanding customer needs through multiple research methods was crucial. This revealed distinct customer segments and their specific needs before testing any changes.
Strategic Product Positioning: The right products shown to the right people at the right time made all the difference in improving profit per order.
Smart Incentive Structure: Testing and implementing strategic offers that align with customer purchase behavior proved key to increasing order values naturally.
Data-Driven Testing: Continuous A/B testing with a systematic approach is crucial for validating all changes before implementation, determining whether each optimization has a positive or negative impact.
Segment-Based Experience: Optimizing the website for different customer segments - from gear enthusiasts to gift shoppers - created a more effective shopping experience for everyone.
Integrated Marketing Approach: Maximizing profitability requires optimizing across multiple channels simultaneously - from on-site experience to email marketing. This holistic approach creates compounding benefits that exceed what any single channel optimization could achieve.
Lifecycle Revenue Optimization: Building effective email marketing flows captures revenue throughout the customer lifecycle, turning one-time park pass buyers into repeat outdoor gear customers and significantly increasing lifetime value.
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