How US Park Pass Achieved $3M in Sales — While Increasing Profit Margins by 20%

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 faced a critical problem: high customer acquisition costs combined with low profit per order made growth unsustainable.

Customers were buying only the low-margin park pass and leaving. With expensive paid traffic and minimal order values, the unit economics didn't support scaling.

We implemented a CRO-driven merchandising strategy to shift customer behavior toward higher-margin products. The result: $3M in sales, 32% more profit per order, and a 20% improvement in gross profit margin in just 4 months.

The Challenge

The core issue wasn't traffic or conversion rate in isolation—it was profitability. High CAC was eating into margins because customers were only purchasing $80 passes with minimal profit. Single-item purchases meant the business couldn't scale without fixing the underlying unit economics.

The challenge was clear: increase order value and profitability without killing conversion rates or relying on heavy discounting.

The Optimization Process

Phase 1: Research & Identify Bottlenecks

We started by identifying where the customer journey was breaking down and where opportunities existed. Using post-purchase surveys, data analytics, heatmap analysis, and session recordings, we uncovered critical friction points and behavior patterns. Throughout this phase, we enriched our understanding of the customer persona to identify distinct segments and their specific needs.

The research revealed that new visitors were hesitant about which parks are covered, how long the pass is valid, and shipping times. Navigation patterns showed exploration intent that wasn't being captured—customers were browsing different park categories and gear but getting lost. Session recordings confirmed that customers were in a high-intent state immediately after purchase but weren't being guided toward additional products.

We also discovered that the List of Parks page was receiving significant traffic from the homepage, but conversions were dropping off. Visitors were exploring parks but not making it to the product page effectively.

Phase 2: Generate & Prioritize Ideas

Based on research findings, we developed a pipeline of optimization ideas. Some were clear wins that could be implemented immediately (JDI), while others required validation through testing. We prioritized based on potential impact on profit per order and implementation complexity.

The focus was on merchandising optimization throughout the customer journey—removing friction at key decision points and strategically positioning higher-margin products where customer intent was highest.

Phase 3: Test & Implement

We implemented robust A/B testing for major changes to validate assumptions before full rollout. Every optimization was measured against clear goals: conversion rate, average order value, and profit per order. Winning variations were implemented, and learnings informed the next round of tests.

Key optimizations included:

Product pages were optimized to address customer objections directly. We added comprehensive information about park coverage, pass validity period, and shipping times, along with an FAQ section. This reduced hesitation and improved conversion rates.

List of Parks page optimization became a critical win. We discovered through onsite polls that visitors to this page fell into two distinct segments: existing park pass owners exploring where to go, and newcomers researching whether a pass was worth it. We optimized the page experience for both segments and created a clearer path from park discovery to product page. This significantly improved conversion rates from one of the highest-traffic pages on the site.

Cart and checkout experience was redesigned with a free shipping threshold set just above the single pass price. Progress toward free shipping was made visible in the cart drawer, naturally encouraging customers to add gear to reach the threshold.

Bundling strategy made it easier for customers to buy more by pre-packaging the park pass with relevant gear like guides, water bottles, and accessories. This created higher-margin orders with minimal friction.

Navigation optimization restructured the mega menu based on visitor behavior patterns to guide new visitors more effectively toward relevant products. This reduced bounce rates and improved the path to purchase.

Post-purchase upsell flows captured customers at their peak buying momentum—right after ordering a pass but before the thank-you page. This converted pass buyers into higher-value orders by offering relevant gear additions when intent was highest.

Homepage optimization highlighted bundles and seasonal picks to push first clicks toward higher-margin products from the start of the journey.

The Results

The combination of systematic research, strategic optimization, and rigorous testing transformed US Park Pass's profitability:

•$3M in sales generated over 4 months

•20% improvement in gross profit margin

•32% more profit per order

•Successfully scaled ad spend while improving profitability

Customer Testimonial

"We saw an immediate uptick in our gross profits within the first week. By the end of the month, we'd already exceeded the goals we set for 60 days. We've seen $3 million in sales and 20% growth in gross margin. If you're leaving growth on the table, bring on Seven Ecom."

— James Nichols, Co-Founder of US Park Pass

Key Takeaways

Fix Unit Economics First. You can't scale profitably with high CAC and low margins. CRO that focuses on increasing order value and profitability is the foundation for sustainable growth.

Research Drives Strategy. Understanding customer objections, behavior patterns, and segments before making changes ensures optimizations actually move the needle.

Strategic Product Positioning. Guiding customers toward higher-margin products throughout their journey—not just at checkout—compounds the impact on profitability.

Remove Friction, Add Value. The best optimizations make it easier for customers to buy what they already want, not force them into unwanted purchases.

Test Everything. Data-driven A/B testing validates assumptions and prevents costly mistakes. What works for one brand may not work for another.