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Usability and search
for auto parts store

RETHINKING AUTOMOTIVE WEBSITE: 25% CR GROWTH

The store is frequently utilized by auto mechanics and car owners aiming for budget-friendly and independent car servicing. It's packed with handy articles, expert tips, and a thriving community of car enthusiasts.

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Revamping one of the biggest
US auto parts stores

Platform

Adobe Commerce (Magento 2)

Industry

Automotive, Car parts

Outputs

UI/UX audit — Design style guide — Technical consultation — PPC audit and strategy

Challenge

The challenge was to develop a convenient platform for users to search for automotive parts in an all-in-one format.

Solution

Our aim was to craft a straightforward, modern, and user-friendly visual design. We picked a single font with various bold styles and a contrasting color palette.

After examining user behavior on the site, we opted not to cram the homepage and instead put our focus on enhancing navigation and search.

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Results

Usually, users know in advance which model of spare parts they need, so they used to search by brand. However, site-wide filters bar helps customers to see search results suitable for their vehicle without any additional complications. Once selected, the user's car was memorized by the site and linked to the user's account.

In tandem with this strategy, we've integrated a versatile range of filtering options, ensuring they don't jeopardize site performance.

As a result, we've created a website that places the utmost emphasis on the logic of automotive parts searching. Overall usability improvements resulted in +15% increase of average time on site and +35% engagement rate increase.

These improvements collectively have had a substantial, positive impact on user engagement, overall user activity, and conversions on the site.

As a result, our performance and usability optimization activities helped our Client to get +25% conversion rate increase on the website.

As per website performance, we achieved GPSI scores growth as well:

  • 63 → 92 performance score on desktop (Home page);
  • 50 → 75 performance score on mobile (Home page).

Thanks to mobile optimization, the Client reported that their bounce rate also decreased from 65% to 35%, and that the lead flow from mobile increased x2!

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