Digital Silk redesigned National Aviation's Shopify store to serve two distinct buyer types: pros searching by exact part numbers and browsers exploring categories. The mobile-first overhaul with precision search increased engaged user sessions by 470% within two months.
A short editorial from the VEONIB team on why this content matters.
Digital Silk's redesign for National Aviation proves that understanding buyer behavior—not just aesthetics—drives massive engagement gains. The 470% lift came from solving two distinct search intents.
Unlike generic redesign case studies, this highlights the importance of search data in shaping UX. SEONIB emphasizes that AEO requires similar intent-based segmentation.
E-commerce managers and SEO specialists should watch this to learn how to align site architecture with actual search behavior and mobile usage.
A complete overhaul of an e-commerce website built on the Shopify platform to improve user experience and conversions.
Online retail focused on selling aircraft parts, supplies, and gear to pilots, mechanics, and owners.
A search feature allowing users to find products by entering exact manufacturer part numbers.
A design approach that prioritizes mobile device users before adapting to desktop screens.
The process of visualizing and understanding the steps a customer takes from awareness to purchase.
Strategies and changes made to a website to increase the percentage of visitors who complete a desired action.
A digital agency that specializes in web design, development, and marketing services.
All civil aviation operations other than scheduled air services and non-scheduled air transport operations for remuneration.
What was the main issue with National Aviation's old website?
The site was functional but not built for how aviation buyers actually shop, causing lost opportunities and poor conversion.
How did Digital Silk approach the redesign?
They studied the buying journey and search data to understand buyer behavior before redesigning.
What two types of shoppers did National Aviation have?
Pros who search by exact part numbers and browsers who explore by category and brand.
What solutions were implemented for the two shopper types?
Precision search for pros and clean category paths for browsers, all with a mobile-first approach.
What results were achieved after the redesign?
Engaged user sessions increased by 470% within two months.
Why is mobile-first design important for aviation buyers?
Many aviation buyers shop on their phones and have no patience for slow loading or complex navigation.
What role did search data play in the redesign?
Search data revealed that half of queries were exact part numbers and half were category/brand browsing, guiding the dual-path design.
What is the tagline used by National Aviation?
Your wingman for general aviation.
How long has National Aviation been in business?
Since 1995, over 30 years of supplying aviation parts and gear.
What services did Digital Silk provide?
Strategy, user research, buyer journey mapping, information architecture, and responsive design.