The Challenge

US Park Pass helps outdoor lovers access over 2,000 national parks with a single annual pass. While they had built a strong brand approaching 8 figures in revenue, their core product had thin margins. Most customers were buying just the pass and nothing else. They needed to make each order more profitable without raising prices or cutting ad spend, which meant fixing the unit economics from the ground up.

Research & Discovery

Before changing anything, we needed to understand two things: why visitors weren't converting, and what they actually wanted. Through customer surveys, on-site polls, session recordings, heatmaps, and analytics data, a clear picture emerged.

Visitors had unresolved anxieties about the pass itself — validity, shipping times, and park coverage — that were causing hesitation at checkout. But beyond the objections, the research also revealed strong purchase intent around gear and accessories. Visitors landing on park category pages weren't just browsing — they were planning trips and actively looking for products they'd need. That intent was going completely unmonetized.

We also discovered that shipping cost was a specific friction point. Visitors were hesitating not because of the pass price alone, but because adding gear pushed the total up and made the shipping cost feel unjustified. That insight directly shaped the free shipping threshold strategy.

Critically, this research didn't just inform the website — it informed the entire growth strategy, including the new offers we created and how we pushed them through Meta Ads and the full funnel.

Our Solution

We deployed a full-funnel approach across CRO, paid acquisition, and retention to fix the unit economics from every angle:

• Clarified Objections on the Product Page:
  We addressed the primary hesitations head-on by adding comprehensive pass details, coverage information, and an FAQ section directly on the product page. Removing these friction points gave visitors the confidence to complete their purchase.

• Park Pass + Gear Bundles:
  Research told us exactly what customers wanted — so we built it. We created pre-packaged bundles (pass + guides + water bottles + accessories) that made it effortless for customers to buy more in a single order, increasing profit per order without relying on discounts.

• Meta Ads — Promoting the New Offers:
  The bundles and higher-margin offers we developed from research weren't just on-site changes. We pushed them through Meta Ads to drive new customer acquisition around these more profitable offers, improving front-end ROAS while bringing in customers with higher average order values from the start.

• Free Shipping Threshold + Cart Drawer Optimization:
  Research showed shipping cost was a real objection. We introduced a free shipping threshold just above the price of a single pass and made progress toward it visible in the cart drawer — directly addressing the hesitation while nudging customers toward adding gear to qualify.

• Post-Purchase Upsell Funnels:
  Immediately after a pass was purchased — but before the thank-you page — we introduced targeted upsell flows for relevant gear. Customers at this moment are at peak intent, excited about their trip and open to buying what they'll need. We captured that momentum.

• Full Email Overhaul:
  We rebuilt their email strategy from the ground up — increasing campaign frequency, adding missing flows (cart abandonment, browse recovery, post-purchase upsells), and introducing value-driven content to drive repeat sales and keep the brand top of mind.

• Mega Menu Restructure:
  Analytics showed new visitors were exploring gear categories but getting lost in the navigation. We restructured the mega menu based on actual visitor behavior, making it easier to move from park discovery to relevant products.

The Results

By optimizing the customer journey from the first click to the post-purchase email, we transformed their unit economics:

• $1.5M in additional annual revenue generated

• 20% improvement in gross profit margin

• 40% increase in email revenue contribution

• Higher customer lifetime value through improved retention

Key Takeaways

1. Research doesn't just fix conversions — it reveals what offers to build and where to push them across every channel.

2. Customers will buy more when you make it easy and remove the friction around cost.

3. Fixing unit economics on-site first makes every ad dollar more profitable from day one.

4. A full-funnel approach compounds — CRO, Meta Ads, and email working together outperforms any single channel alone.

In 3 months, US Park Pass went from a brand with strong revenue and thin margins to one with a profitable, scalable growth engine. By understanding what their customers actually wanted and building the offers, the site experience, and the email program around that, every channel started working together. The result wasn't just more revenue — it was a business that could now grow without sacrificing margin.