Red River Rural is an Australian-owned livestock handling equipment provider specialising in cattle, sheep, horse, dog and feeding solutions. Its range includes cattle crushes, loading ramps, gates, panels, complete yard systems, arenas, feeders and customised livestock handling solutions designed for Australian farmers, livestock operators and rural property owners.
The company supports customers through product selection, yard design, delivery and installation. The purchasing journey is highly consultative because product suitability, property requirements, freight costs and installation considerations vary significantly between customers. Red River Rural required a modern website that could showcase its extensive product range and technical expertise while generating qualified quote enquiries—without forcing customers through an unsuitable fixed-price checkout. Working with 23 Digital, the original eCommerce approach was reconsidered and replaced with a quote-focused catalogue experience tailored to Red River Rural’s specialised products, variable freight requirements and customer buying journey.
Website Redesign & Catalogue
Livestock Equipment, Rural Supplies
20+ years
6
$200K+
Search, Paid, Social and Display
Digital Strategy, eCommerce CRO, Search Marketing, Social Marketing
Drive Organic Traffic, Increase Conversion, Engage Audience, Brand Awareness
Australia
Red River Rural needed a modern website that could showcase its extensive range of livestock handling equipment while supporting the consultative, quote-based nature of its sales process. The company’s products—cattle crushes, loading ramps, yard systems, gates and custom livestock solutions—involve complex configurations, variable freight costs and individualised recommendations.
A conventional eCommerce checkout wouldn’t suit the way customers purchase specialised rural equipment. Instead, Red River Rural required a digital catalogue experience that enabled product discovery while preserving the accuracy and expertise essential to each sale.
Red River Rural’s products aren’t suited to fixed-price online transactions. Livestock handling equipment involves large dimensions, location-dependent freight, installation variables and compatibility considerations that require expert guidance.
The original brief explored a standard eCommerce model, but during discovery we identified significant misalignment. Customers needed the ability to explore products independently, but forcing them through an automated checkout risked inaccurate freight estimates, unsuitable product selections and unnecessary friction for both buyers and the sales team.
23 Digital created a contemporary, responsive catalogue platform built around how rural customers actually purchase livestock handling equipment. Instead of a conventional shopping cart, we developed a quote-list experience that lets customers browse, compare and compile their requirements before receiving accurate pricing and expert recommendations.
We designed the Red River Rural experience to serve farmers, livestock operators and rural property owners who need reliable equipment backed by knowledgeable support.
Why? Because purchasing livestock handling solutions isn’t a transaction—it’s a considered decision involving property requirements, animal welfare, operational efficiency and long-term durability.
We focused on making it easy for customers to explore products independently while ensuring they could access expert guidance when needed.
This meant creating clear product pathways organised by livestock type and operational need, presenting technical information without complexity, and replacing the traditional checkout with a quote-list that respects the consultative sales process. We worked closely with Red River Rural to ensure the platform reflected real customer behaviour and sales workflows.
The result is a website that gives customers the convenience of online product discovery while preserving the accurate pricing, freight planning and technical expertise required for specialised rural equipment.
We started by understanding how rural customers research and evaluate livestock handling equipment. A detailed customer journey was mapped to guide users from initial property needs through to submitting a complete quote request. The goal was to design an intuitive catalogue experience that supports both independent product exploration and complex yard configurations requiring expert consultation.
The Red River Rural redesign delivered a modern, mobile-friendly catalogue platform built around the realities of selling specialised livestock handling equipment with variable configurations, freight requirements and consultative customer support.
The Red River Rural project demonstrates 23 Digital’s ability to challenge conventional eCommerce assumptions and build digital solutions around genuine business requirements, customer buying patterns and operational realities.
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Organic Traffic Surge
Increase in New Users
Organic Revenue
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