Client: Versatile Saddle (UK)
Industry: Equestrian Products / Children’s Saddles
Platform: Shopify
Provided by Codestro: Custom Shopify Website Design & Development, User Experience Optimizations, Mobile Responsiveness, Product Variants Integration, SEO Implementation, Brand Storytelling
Versatile Saddle is a family-owned equestrian business based in Northampton, UK, now in its fourth generation. They have a loyal following due to their craftsmanship and dedication to quality, therefore becoming a well-established name in the equestrian world. Their product offering includes the Versatile Apex Saddle, which is the world’s first convertible saddle for children, designed to grow with your child (and keep them safe, comfortable and ready to ride) throughout childhood.
As a product that challenges the status quo within the children’s saddle category, Versatile Saddle needed a digital presence that recognised their innovative approach. They choose Codestro to design and develop a Shopify-based website that would provide educational content for parents regarding the uniqueness of the product, and lead them easily from discovery to purchase.
Client Goals
Versatile Saddle approached Codestro with the following goals;
- Build a professional and appealing Shopify website.
- Articulate the benefits and uniqueness of the Versatile Apex Saddle.
- Enable the user to browse, understand and purchase the product accurately, with appropriate size, colour and accessory options.
- Make the site mobile responsive and SEO-friendly.
- Exude the craftsmanship and family heritage of the brand.
Discovery & Strategy
Codestro’s first move was to learn everything they could about the brand. They examined Versatile Saddle’s marketing materials, reviewed customer feedback and interviews with stakeholders.
The core messaging pillars identified were:
- Safety and comfort for children
- Size adjusts with the child
- Lightweight and treeless design
- RDA (Riding for the Disabled Association) approved
- Longer-term value through customisation
Based on the identified messaging pillars, Codestro built a user flow, educate → engage → convert – combining a storytelling approach, visual trust signals and a reduced buying experience [shopping online should be placed in easy-mainstream-low-fidelity cognitive processing].
Shopify Development & Design by Codestro
1. Theme Customization
Codestro selected a high-performing Shopify theme, which was able to provide the premium look-and-feel for Versatile Saddle’s brand identity, with earth-tone and neutral colours contributing to a high-end and trustworthy aesthetics.
2. Homepage Design
This was the way the home page was arranged; it followed the customer experience:
- The featured Versatile Apex Saddle in the hero section
- Safe, Adjustable, Lightweight features (Safe, Adjustable, Lightweight)
- The RDA endorsement and customer reviews
- Product demonstration video
- The call to action is straightforward: it says, “Find the Best Saddle in Your Rider.
3. Product Page Optimization
Codestro made a strong product page on the Versatile Apex Saddle and it has:
- The size variants (Mini being kid sized, Standard being older kids and special needs)
- Live-time colour pre-views
- Accessories add-ons
- Disclosable specification tabs
- Trust symbols (RDA Approved, Patent Held, Made in UK)
- Key search term optimised SEO (convertible children)
4. Mobile Experience
Since the benchmark audience primarily browses on mobile devices, Codestro designed the layouts to allow for speed, simplicity of navigation and two-step mobile buying process.
Brand Storytelling
Codestro created a focus on the family stories and innovation behind Versatile Saddle with their “About Us” section, which highlighted:
- The patented design innovation
- The connection to the Riding for the Disabled Association
- Emotional messaging to build on trust, safety and happiness for young riders
User Experience Enhancements by Codestro
- Sticky Add to Cart Button, which improves conversion
- Integrated Live Chat, to help customers instantly
- FAQ Accordion, to answer potential questions before they purchase
- Size Guide Pop-up, to help a parent pick the right model
SEO & Technical Setup
Codestro implemented SEO best practices:
- Title Tags and Meta Description for keywords
- A clean URL structure
- Alt Tags on all product images
- Blog setup for future content marketing
In addition, they completed the account set up from an analytics and tracking perspective in Google Analytics, Meta Pixel, and Shopify Search Console. They added schema markup for products and reviews, which will improve visibility on search.
Results
The Shopify store that Codestro created achieved strong results in the first 60 days:
- 22% decrease in bounce rate
- 30% increase in average session duration
- 18% reduction in cart abandonment
- 40% more orders compared to the previous manual system
Parents loved the clear information, personalized shopping options, and smooth mobile experience.
Lessons Learned
- Education leads to engagement: Clear instructions are essential for niche products
- Highlight innovation: Show adjustability and treeless as key design features
- Sell with emotion: Trust and empathy resonate with parents buying for children
Future Plans
Codestro will be working with Versatile Saddle on:
- Educational video material
- Expanding with SEO-driven blogs
- Creating loyalty for repeat purchases
- Navigating fulfillment app integrations for easier shipping
Final Words
For Versatile Saddle, Codestro’s Shopify store was more than just an e-commerce offering – it became a digital rendition of their craftsmanship and innovation. With a scalable and intuitive platform, the brand is ready for expansion around the globe where it can help even more young riders experience safe and happy equestrian sports.
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