Ombraz is a fast-growing brand in the outdoor retail space, with an innovative armless sunglasses product that has gained them a cult following among adventurers and athletes.
Problem: the team noticed that sales of their Wide size product seemed to be down, and their main product page had a low conversion rate.
Our CRO team analyzed their checkout flow, and made a surprising discovery: the Wide size was returned at a vastly higher rate than the Regulars. So Hoopless and Ombraz conducted a test where they removed the entire Wide size from the site, streamlining the checkout process.
The Results
Sam Knight
Sam Knight is the co-founder of Hoopless and has practiced SEO for more than a decade. He's an official Platinum Product Expert for Google Business Profile, where he has helped over 1,000 merchants in the GBP Help Community, and an SEO columnist for BrightLocal and Whitespark. Whitespark named him one of 47 leading local SEO voices in its 2026 Local Search Ranking Factors report.
Before Hoopless, Sam was Director of Digital Marketing at a multi-location addiction treatment center and an SEO strategist for one of the largest personal injury law firms in the Midwest. He's been quoted in Search Engine Roundtable, NearMedia and Marketing Unlocked, and he joined the Recovery Reach Podcast by Recovery.com as a guest.
Follow Sam on LinkedIn.
