How We Helped Cxdy Launch MetalSlug X with a 5.2% Conversion Rate Using Custom Web & Email Systems

About the Client

Cxdy is a well-known music producer with a loyal customer base and a catalog of drum kits, sample packs, and production tools. Despite having tens of thousands of past customers, he had never built out backend systems to re-engage them or optimize their buying experience.

For the launch of his new drum kit, MetalSlug X, Cxdy wanted to elevate both the visual storytelling and technical infrastructure behind the drop. That’s where HEATE came in—to build a conversion-ready experience from the ground up.

Project Snapshot

Cxdy’s goals for MetalSlug X were creative and ambitious: combine the nostalgia of a retro arcade theme with the conversion power of a modern eCommerce system. His audience was there—but they needed to be re-engaged, educated, and brought into a more intentional customer journey.

We focused on building two major components:

– A revived and segmented email list, supported by automations and lead magnets

– A custom website experience, built in Framer to match the MetalSlug X brand and integrate seamlessly with Shopify for checkout

Goals Summary

Our project objectives included:

🎯 Goal 1: Re-activate and clean an existing, dormant email list

🎯 Goal 2: Develop a high-converting website experience that matched the creative direction

🎯 Goal 3: Launch the new drum kit with a conversion-focused campaign

🎯 Goal 4: Build a fully branded experience without relying on paid traffic

Execution Summary

To bring the MetalSlug X drop to life, we built a fully custom web experience and structured an end-to-end email funnel system. Everything was designed to support Cxdy’s unique sound and visual language—while quietly optimizing for open rates, conversions, and long-term growth.

Email Revival and Automation Strategy

Cxdy’s email list had a large number of cold leads—but also massive potential. We began with list cleaning and segmentation, followed by a full automation buildout designed to re-engage past buyers and nurture new subscribers into customers.

Custom Web Design: Arcade Experience with Framer

The original plan was to build the site with Shopify’s default tools, but it quickly became clear that Cxdy’s creative vision needed full design flexibility. We pivoted to Framer to deliver a custom-coded site that was immersive, mobile-friendly, and fully aligned with the MetalSlug X theme.

Lead Magnet & List Growth

To fuel long-term growth, we designed high-value lead magnets to convert site visitors into subscribers. The result? Over 4,000 new contacts added to the email list—all segmented, tagged, and fed into automated flows for future launches and follow-ups.

MetalSlug X Launch Campaign

With the site and email systems live, we launched MetalSlug X through a focused, email-driven campaign. There was no YouTube video or paid ad strategy—just strategic emails and organic traffic. The campaign led to strong engagement and impressive sitewide performance.

Results Summary:

The campaign hit all performance benchmarks, validating the effort to rebuild both creative and technical infrastructure.

Key Metric 1

4,000 new subscribers gained through lead magnets

Key Metric 2

50% average open rate

Key Metric 3

4% average click-through rate

Key Metric 4

5.2% sitewide conversion rate