A look at how the brand shows up online today, and a practical plan to turn Jackson's story into steady sales.
Prepared by Reeksy Websites, October 2026
This review combines two things: a walk through the site the way a new customer would, and the Shopify numbers and product costs you shared for July to September 2026.
The website, how visitors move through it, pricing, stock and the product range, checked against your real numbers.
Anything outside the shop itself. It's also three months of data, so the plan is built to be tested and adjusted, not treated as a guarantee.
Everything here is meant to protect the brand and what it stands for, and to help it last.
Most small brands never get this part right. Jackson Surf Co. already has the hardest thing to build.
The About page is honest, warm and specific. People remember brands that mean something, and this one does.
The 20% pledge and the Seabins Nature Certificate (5,000 impact units) show the giving is real. That is rare, and it builds trust.
5,554 visits in three months shows the content is doing its job. The photography and branding feel like one brand, never cheap or templated.
Flat rates, free shipping over $150 and dispatch times are all stated plainly. That removes doubt at checkout.
Nobody buys an $89 tee from a brand they just met. They move through steps, and each step needs a reason to go on to the next.
From your Shopify analytics, 1 July to 1 October 2026. Your content is clearly working: it's bringing thousands of people to the store. The drop-off happens once they arrive.
2,910 of the 5,554 visits began on the Quarter Zip or Boardies page. Visitors meet a $99 jumper before they know who Jackson was.
Only 6 visits started on About and 19 on Causes. The reasons people would trust the brand are out of sight.
About $212 was taken off $801 of sales (roughly 26%), and orders are still low. Price matters, but a new brand also needs to earn trust.
There are 816 pieces in stock and about 9 sold in three months. The goal is to turn that stock back into cash.
A visitor decides in a few seconds whether to stay. Today the first screen is beautiful but gives them nothing to do.
The Gift Cards link leads to a "Page not found" error because the gift card product is saved as a draft. Publish it, or remove the menu link. A broken page in the main menu makes visitors question the shop, and gift cards are an easy way to bring in new customers.
Add a headline and a clear Shop button above the fold. Give every visitor one obvious next step.
"Current Drop" is clear to people who already follow the brand, but a first-time visitor expects "Shop". Consider "Shop" with "Current Drop" as the label inside it.
Half of all visits begin on the Quarter Zip or Boardies page. Add a short line about Jackson, the 20% pledge and a link to the full story on every product page.
We didn't see reviews or customer photos on the pages we looked at. Even five real photos of people wearing the pieces will do more than any discount.
We didn't see a sign-up form on the pages reviewed. An email list is the cheapest way to sell the next drop, because those people already care.
Image sizes and crops vary across the collection grid. Matching them makes the whole shop look more established.
Of 5,554 visits, 3 ended in a purchase. Lower prices will help, as long as each sale still covers its cost, the 20% pledge and payment fees.
| Product | Price | Left per sale |
|---|---|---|
| The Quarter Zip | $99 to $60 | About $44 now, about $13.50 at $60 |
| The Jackson Tee and The Boyfriend Tee | $89 to $45 | About $41 now, about $7 at $45 |
| Men's Boardies | $79, review next | Once the cost is confirmed |
After item cost ($28 tees, $33 jumpers), the 20% pledge and payment fees of about 2% plus 30 cents.
A tee and a quarter zip together at a small saving lifts the order value and reaches free shipping at $150.
On each product page: "20% of this sale supports mental health, community and the ocean." The price reads as a contribution.
Constant discounting teaches customers to wait, and it cuts into the money that funds the cause. Short, purposeful sales work better.
Open the new prices to your email list (about 110 people) 48 hours early. They already care, so they are the likeliest first buyers.
Tie limited offers to moments that matter to the Jackson family and community, and say why. It keeps the offer honest and personal.
Use short, clearly labelled sales for sizes and colours that are sitting still, instead of permanent discounts.
Retreat to Beauty brought in $143 in one go. Markets, surf clubs, schools and community events can move many pieces at a time.
A simple referral reward (for example a small credit for both people) turns existing customers into the sales team.
There are 816 pieces in stock, around $24,000 at cost. That money is sitting on shelves, so the first job is turning it back into cash.
More variety means spending more cash on more stock. Revisit it once the shelves are lighter.
Tee and zip sets, or two-tee packs, priced above cost so each bundle still leaves something behind.
Your email list and past customers are the likeliest first buyers at the new prices.
Surf clubs, schools, events and local retailers can take many pieces at once. That moves stock faster than single online orders.
Before any bigger changes, these quick wins can be made yourself in Shopify.
Set the gift card product to Active, or remove it from the menu so nobody lands on an error page.
Two lines under the product title about Jackson and the 20% pledge, with a link to the About page.
Show the old price as the compare-at price so the drop is visible. Track orders against the last three months.
Send your list of about 110 people the new prices 48 hours before announcing them anywhere else.
I know sales have been rough, and I'd like to help as much as I can. Everything in this audit is free to use however you like, with no strings attached.
If you'd like someone to do the website work for you, I want to make that as low-risk as possible for you.
I know sales have been slow. You don't need to pay anything until you see results. I'll work for free until we get to results we've agreed on together.
Three ways I can help, in whatever order suits you. The prices are a starting point, and you don't pay until you see results.
All prices in AUD. No guarantees on sales, but these are the changes your numbers point to.
No pressure at all. If any of this is useful, here is how we'd go about it.
We go through the audit together and I answer any questions.
The scope and the price, written down. No work starts until you've agreed.
You pay nothing until you see them, and I work for free until we get there.
I've worked on Shopify stores for about four years.