How OESD Sewed a 20% Conversion Lift with BigCommerce & AI

Modernizing OESD’s Digital Stitch

Since its founding in 1987 as a family-run resource for home crafters, Oklahoma Embroidery Supply and Design (OESD) built a loyal following with downloadable designs and a vast range of supplies. But after decades of incremental site updates, their digital experience no longer matched the elegance of their craft. The navigation felt cluttered, search results returned inconsistent matches, and marketing banners were hard-coded into templates—making seasonal promotions a developer’s headache.

The Challenge: Weaving Creativity into UX

OESD needed a storefront that reflected its dedication to artistry without slowing down operations. A modern, intuitive design would delight both longtime embroiderers and new crafters searching for that perfect stitch file. Equally important was giving the internal team freedom to update content in real time—no more waiting on developer tickets just to feature holiday bundles or in-house branding.

Strategic Partnerships and Solutions

OESD partnered with agency IntuitSolutions to overhaul the homepage, refine navigation, and build a widget-based customization that lives in BigCommerce’s page builder. That foundation unlocked quick edits, SEO-friendly updates, and consistent category displays across 85,000+ SKUs. Meanwhile, technology partner Klevu brought AI-powered search and personalized merchandising, learning each shopper’s preferences in real time.

Homepage & Navigation Redesign

By rethinking category layouts and employing dynamic widgets, OESD now features clean, visual entry points into product types—threads, stabilizers, and digitized designs. The widget layer sits atop BigCommerce’s robust SEO framework, letting marketing darlings update banners or storefront highlights without code.

AI-Driven Personalization

Klevu’s machine learning analyzes past searches, clicks, and conversions to surface the most relevant items for each visitor. If a crafter repeatedly browses floral motifs, Klevu highlights those patterns on the homepage and search results, saving shoppers time and guiding them toward products they truly want.

Promotional Callouts

Seasonal banners and sale callouts live directly inside the search bar, funneling holiday-themed searches into dedicated pages. This approach makes festive designs impossible to miss and helps OESD rotate in-house brand promotions with a click.

Results: 20% More Conversions, No Developer Required

In under three months, OESD went live on BigCommerce with full AI personalization. Conversion rates climbed 20% as shoppers found relevant products faster. The backend team, once reliant on developer assistance for every homepage tweak, now pushes updates live in minutes—freeing budget and time for creative marketing campaigns.

Looking Ahead

OESD continues to refine its journey, exploring deeper Klevu insights to close catalog gaps and planning headless experimentation with BigCommerce’s Catalyst framework. Their story showcases how the right platform plus specialized partners can keep a legacy brand’s spirit alive in the digital age.