Project Details
In this role, I created tailored landing pages for Cabela’s and over 60 brand partners, blending creative design with user experience to drive engagement and conversions. By developing scalable templates that balanced brand individuality, I optimized high-traffic pages for maximum impact, resulting in increased user engagement, brand loyalty, and conversion rates.
Client:
Cabela’s and Brand Partners (North Face, Adidas, Under Armour, and others)
Challenges:
Create cohesive, engaging landing pages for top brands under the Cabela’s umbrella, balancing unique brand requirements with Cabela’s visual identity while managing cross-functional team collaboration.
Deliverables:
Custom Landing Pages & Marketing Campaign Support
Skills:
Graphic Design, Creative Strategy, Web Design, HTML & CSS, Marketing & Advertising
Collaborated with 60+ companies to build conversion-focused landing pages.
Background Info
At Cabela’s, I was responsible for designing and executing landing pages that captured each brand’s identity, from small products to well-known labels like North Face and Under Armour. These landing pages didn’t stand alone; they integrated with digital marketing strategies, including Google Display ads, social media content, SMS campaigns, and email marketing. Each project required balancing brand cohesion with effective user experiences, while navigating technical constraints and collaborating with multiple stakeholders.
Phase 1: Define the Problem
We wanted to increase user engagement and conversions through personalized landing pages that offered seamless brand experiences. However, differing brand guidelines, technical limitations, and the need for swift, scalable production processes presented challenges.
Project Objectives
User Objectives
Provide a compelling, brand-cohesive experience for users that guides them through product discovery to conversion.
Business Objectives
Build individual pages for digital marketing efforts including sales, SEO, PPC, social media, and analytical tracking.
Time-bound
Complete landing pages in alignment with campaign timelines, typically prior to major sales events or new product launches.
Phase 2: Strategy & Approach
Kick-Off Meetings
For each landing page, I began with a kick-off meeting with stakeholders, including merchandise experts, marketing teams, and brand partners. I used a creative brief to discuss essential points for successful and quick turnaround timelines.
Brand Research
If a brand lacked clear guidelines or objectives, I reviewed their previous campaigns and assets to craft a consistent and impactful design approach.
Template Development
I helped streamline the process by creating three tiers of landing page templates. These templates enabled us to make agile adjustments based on the brand’s requirements and target audience, speeding up production and keeping high-traffic pages optimized.
Tier One
This template is used for high-profile brands or large campaigns needing unique content and custom design. Typically the brands would have substantial products sold through Cabela’s.
The template would be modified based on the goals and creative. If the template did not have what is needed, new elements would be created.
A prominent feature of the tier one template was the sub navigation options. They provided options for product categories or campaigns.
Tier Two
For smaller brands where full customization wasn’t required, allowing for quicker production without sacrificing quality.
The tier two template had three different sub templates that would be utilized based on the products, goals, and provided creative.
Main Template: Product Categories
Optional Templates
Tier Three
The third tier template were for brands that either did not produce a lot of sales or had limited products. To stream line time spent on requests, we simply made a banner at the top of the product listing page. It would give the brand partners a way to communicate messages and branding while limiting time spent developing.
Phase 3: How it went
Tier One Brand Partners
For notable brands like North Face and Under Armour, I collaborated with Cabela’s merchandise team members and the different brand representatives to create pages that met their high standards for brand integrity and user experience. I also introduced different coding usages to work around some of our website’s technical constraints, enhancing interactivity and visual appeal without compromising load times.
Working with different requirements
The North Face
The partner provided:
- specific creative
- brand standards
- Required a translation into our system
My Role:
- Execute Layout with small modifications based on needs.
- Digital Marketing Assets
Under Armour
The team provided:
- Some specific creative not to be adjusted
- Imagery to be used and adjusted
My Role:
- Design & Execute Layout
- Landing Page Strategy
- Digital Marketing Assets
Simms
They provided:
- Only imagery and logos
- A black and white requirement.
My Role:
- Landing Page Strategy
- Messaging
- Design & Execute Layout
- Digital Marketing Assets
Sitka
Sitka, a premier camo clothing partner, is a prime example of the extent that I customized a partner’s landing page. I used things like sub navigation menus, content, and product invitory to design and execute layout.
More Marketing Materials
Sitka also shows how I would create more marketing materials for our partners. We would create retargeting ads, social media advertisements, mobile text ads, and emails.
More Tier One Examples
Columbia Sportswear
Beretta
Primaloft
Tier Two Brand Partners
Scentlok
G.Loomis
Ugly Stik
Ruger
Some Modifications
Like most projects, there are always exceptions to every rule. Based on the partnerships, requests and content, we would modify the templates with minimal demand.
Lacrosse
Tickle Stick
Ulterra Trolling Motor
Cabela’s Brand Pages
Cabela’s has a plethora of unique products produced by the company. It also has several unique partnerships. A strategy we developed was to build unique landing pages focused to teach about Cabela’s products, help establish the company as an expert in a field, or promote events. Most of these pages would have their own strategy, layouts, and designs.
Cabela's Brands
The unique products and lines produced by Cabela’s. These soft goods were launched during my time and required meetings with merchant team members, directors, and vice presidents.
Cabela’s Guideware
Cabela’s 4 Most Tech
Cabela’s O2 Camo
Cabela’s Zone
Cabela’s Guides
The unique products and lines produced by Cabela’s. These soft goods were launched during my time and required meetings with merchant team members, directors, and vice presidents.
Cabela’s Western Big Game Hunting
The first round of guides, focusing on products and category product listing pages.
Cabela’s Tackle Box
The second round of guides focusing on delivering an option to look for specific gear types or by fishing type. We also started to include special content from experts and professionals.
Cabela’s Fun in the Sun
The third round of strategy and creative putting a priority on brands, product categories, and sub categories.
Cabela’s Western Performance Hunt
This final round started a new strategy for the digital marketing materials and guides. I created unique experiences for our top tier partners, included other options for tier two brands, incorporated educational content from athletes and professionals, and sub categories. We also shot unique photography for the page to give it a premium and finished feel.
Cabela’s Events
Cabela’s would participate in tournaments, contests, and social change campaigns. As part of the digital marketing efforts, a landing page was created for each initiative.
Elk Calling Contest
Bass Master Classic
My Disconnect Day
NTC Tournament
The Results
The strategic approach to landing pages delivered strong results.
Collaborated with 60+ brands to deliver customized experiences that resonated with users and reinforced brand loyalty.
Boosted user engagement and conversion rates across key campaigns, especially for high-profile brands.
Through this initiative, we showcased how thoughtful design and strategic collaboration drive both brand loyalty and measurable business results—critical for today’s digital marketing leaders.