{"id":100492,"date":"2022-08-09T11:38:25","date_gmt":"2022-08-09T18:38:25","guid":{"rendered":"https:\/\/thegood.com\/?post_type=case-studies&p=100492"},"modified":"2024-08-28T13:51:20","modified_gmt":"2024-08-28T20:51:20","slug":"wheelership","status":"publish","type":"case-studies","link":"https:\/\/thegood.com\/results\/wheelership\/","title":{"rendered":"WheelerShip Smoothly Navigates a Website Replatforming & Redesign for an Improved Conversion Funnel"},"content":{"rendered":"
\"wheelership<\/div>
“It makes such a huge difference to know that you\u2019re not alone and that there are other people on your team who have a vested interest in the success of your business”<\/em><\/div>
\"\"<\/div>
Kate Cannova<\/strong>, Chief Business Officer<\/div><\/div><\/div>
\n
$2MM+<\/div>
In annualized revenue gain<\/div><\/div> \n\n
2x<\/div>
Mobile conversion rates<\/div><\/div> \n\n
400%<\/div>
Increase in desktop conversion rates<\/div><\/div> \n<\/div> <\/div> \n\n\n

The Overview<\/h2>\n\n\n\n

Imagine you’re driving and hit a pothole, crack your wheel rim, and need to replace it. You\u2019re tasked with finding something that matches what\u2019s already on your car, but you don\u2019t want to have to pay an arm and a leg to do it. <\/p>\n\n\n\n

That\u2019s where WheelerShip<\/a> helps with its original equipment replacement. By selling directly to the consumer, the brand puts the purchasing power back into the hands of the customer, allowing them to research what parts they need for their specific car and buy it at a much more favorable price. <\/p>\n\n\n\n

Today, the brand is a leading ecommerce retailer and wholesale distributor, shipping thousands of orders per month.<\/p>\n\n\n\n

The Challenge<\/h2>\n\n\n\n

Kate Cannova, Chief Business Officer, joined WheelerShip when everything was up in the air. The pandemic was in full swing, bringing with it global supply chain issues and a fear of the unknown. <\/p>\n\n\n\n

\u201cWe started to really reframe the thinking about long-term moves, switching from a customer service model to a customer experience model, which is a palpable shift. It\u2019s a philosophical shift and a behavioral shift,\u201d<\/strong> says Kate. <\/p>\n\n\n\n

At the time, there wasn\u2019t that extra layer of customer experience and the team wasn\u2019t evaluating the customer journey from end to end, so the data-driven and strategic methodology behind the The Good\u2019s work seemed like the perfect solution. <\/p>\n\n\n\n

As our work together continued, a forced transition to Magento 2 presented plenty of challenges, but resulted in many opportunities and hard-won successes. <\/p>\n\n\n\n

The Process<\/h2>\n\n\n\n

When we first joined forces, the brand was focused on one-off purchases, \u201cone-time wheel buyers\u201d as they dubbed it. With WheelerShip now more focused on longevity, our partnership has found a similar focus when it comes to identifying and prioritizing projects that meet those objectives. <\/p>\n\n\n\n

Through the following services and a four-year partnership, we\u2019ve been able to experiment with key ways to keep customers coming back and increase their lifetime value with the brand: <\/p>\n\n\n\n

    \n
  1. Digital Experience Optimization Program\u2122<\/a> \u2013 <\/strong>Monthly testing and optimization<\/li>\n\n\n\n
  2. Data Integrity \u2013 <\/strong>Cleaning up Google Analytics data to get better attribution for marketing campaigns and make more confident, data-driven decisions going forward<\/li>\n\n\n\n
  3. Supporting Website Migration \u2013 <\/strong>Ensuring learnings from Magento 1 were translated to Magento 2, as appropriate, but also evaluating and validating the redesign in real-time to optimize the launch<\/li>\n\n\n\n
  4. Website Redesign \u2013 <\/strong>Supporting a re-branding, re-facing, and new site structure that came with the platform migration<\/li>\n<\/ol>\n\n\n\n

    The Solution<\/h2>\n\n\n\n

    Digital Experience Optimization Program\u2122<\/strong><\/p>\n\n\n\n

    The first step of the Digital Experience Optimization Program\u2122<\/a> involves a comprehensive audit which is where the cracks started to show. Data wasn\u2019t lining up, making it increasingly difficult to decide on basic changes.<\/p>\n\n\n\n

    The data needed to be squeaky clean before we could revisit optimization prospects.<\/p>\n\n\n\n

    We\u2019ve seen some agencies grabbing what they can from bad data, but we knew it would cause problems, so as part of the process, we ensured everything was wired up correctly in Google Analytics so that the decisions they made moving forward were based on fact.<\/p>\n\n\n\n

    With clean data, we identified steps the brand could take to tighten up conversions, nurture long-term loyalty, and focus on high-level ROI gains.<\/p>\n\n\n\n

    In one experiment, analytics showed us that users were spending less than 1 minute on product pages on average. <\/p>\n\n\n\n

    Conducting customer interviews revealed that their priorities were:<\/p>\n\n\n\n