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E-Commerce Sales
Coaching Enrollments
Page Load Time
Clinic Conversions
Al Dunning is a world-renowned horse trainer based in Scottsdale, Arizona, with 57+ world and reserve world titles and over 55 years in the industry. Despite his legendary reputation in the equestrian world, his digital presence wasn't keeping up. His previous website couldn't handle his expanding product line of 400+ training tack items, didn't support his new online coaching program (Team AD), and had no integrated system for promoting clinics held worldwide. The site was slow on mobile, had poor search visibility for equestrian training keywords, and was missing significant e-commerce revenue from his premium tack and saddle line.
We designed and built a modern WordPress site powered by WooCommerce that serves as both a world-class e-commerce store and a digital hub for Al's training programs, clinics, and consulting services. The site features an organized product catalog spanning training tack, saddles, media, and apparel, integrated with his Team AD online coaching platform and clinic registration system.
Conducted an in-depth discovery session with Al and his team to map out the site's multiple business functions: e-commerce store, coaching platform, clinic promotion, consulting lead generation, and brand authority hub.
Designed a custom WordPress theme that reflects Al's brand heritage while providing modern UX, with full-screen hero imagery, intuitive navigation across product categories, and mobile-first responsive design.
Built a comprehensive WooCommerce store with 400+ SKUs organized across training tack, saddles, media, apparel, and specialty equipment, with advanced filtering by category, price, and product type.
Integrated the Team AD online coaching program with video submission workflows, skill assessment tools, and a member-only content area for Al's remote training students.
Implemented Gravity Forms for clinic registration and consulting inquiry capture, with automated email notifications through Brevo for follow-up sequences.
Optimized site performance with WP Rocket caching, lazy-loaded media, and image compression, achieving fast load times despite the image-heavy product catalog.
Set up Google Tag Manager for comprehensive e-commerce tracking, including product views, add-to-cart events, and purchase conversions across all revenue streams.
Online tack and equipment sales increased 210% within the first six months of launch.
Team AD coaching program enrollments grew 150% after the streamlined digital experience launched.
Mobile page load time dropped from 7.8 seconds to 2.1 seconds, reducing mobile bounce rate by 45%.
Organic search traffic for equestrian training keywords increased 180%, driving new audiences to both the store and coaching program.
Clinic registration conversion rate improved from 12% to 34% thanks to the integrated booking workflow.
Average order value increased 28% through improved product photography, cross-sells, and a streamlined checkout experience.
Al Dunning
Almosta Ranch
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