Roofrack Superstore, an Australian-based e-commerce website, specialised in offering roof racks, bike racks, sports & cargo racks, tent racks and accessories for various purposes, such as camping gear, canoes, bikes, or work use. With the aim of expanding their online and physical reach across Australia, the company sought to communicate their expertise in car roof racks and provide customers with a wide range of options to choose from.
The overall need for the redevelopment of the new website for Roofrack Superstore was driven by a number of factors including a desire to improve the online customer experience, increase website performance and speed, and enhance search engine optimisation (SEO) efforts. The company also wanted to focus on a mobile-first design approach, as well as offer bundled product options to simplify the purchasing process for customers. Additionally, the goal was to expand the business’s reach and establish a stronger presence in the competitive automotive accessory market in Australia. The new website would help to achieve these objectives and ultimately drive sales and customer satisfaction.
6 Months + Ongoing Campaign
Automotive Industry
25 - 60 Year Old
10+ people
$100K +
B2C
Digital Strategy, eCommerce Website, Integration, Digital Marketing
Sell Roof rack & accessories Online
Australia
Since 2014, the Roof Racks Superstore has teamed up with 23 Digital with a focus on improving their eCommerce and digital marketing efforts. The primary objective of the Roofrack superstore website development was to upgrade the eCommerce platform to Magento, optimise loading speed, enhance eCommerce SEO, implement a mobile-first design approach, and design options for bundled products. The aim was to provide a better shopping experience for customers and increase sales and customer satisfaction.
To achieve this, the following initiatives were implemented:
By executing these efforts, the Roof Racks Superstore successfully achieved their objectives of providing a superior consumer experience and expanding their reach across Australia.
Primarily, the challenge facing this eCommerce focused objective was the outdated digital structure of the website that had been incorrectly indexed by Google in addition to a confusing user journey. This hurdle needed to be overcome efficiently to support customers shopping online or doing research online prior going to store. ​
Developing a website and marketing strategy for an e-commerce business like Roofrack Superstore can come with a variety of challenges, including:
To address the specific challenges faced in the roof rack industry customer journey, we devised a new solution by rethinking our UX assumptions through exploratory testing and creative strategy. We focused on a funnel approach, examining each crucial stage of the customer journey, including the home page, vehicle filtering tool, category pages, and product pages.
Starting with the home page, where many customers form their first impression, we experimented with different methods to optimise elements above the fold. It was believed that by finding the best combination of elements at this stage, there would be more engagement with the banner, guiding customers to the next stage in their journey and ultimately leading to an increase in transactions.
The Roofrack Superstore website development project aimed to create an online platform where customers could purchase roof racks and related accessories. The website should have a user-friendly interface, fast load time, and secure payment options. Additionally, the website should include a roof rack selector tool that helped customers choose the right roof rack for their vehicle based on make, model, and year.
The selector should considered factors such as compatibility, weight capacity, and dimensions to ensure customers found the most suitable roof rack for their needs. The overall goal of the project was to improve the customer experience, increase sales, and enhance the reputation of the Roofrack Superstore brand.
"Empowering customers to find the perfect roof rack for their vehicle."
Competitor analysis involved examining the strengths and weaknesses of competing businesses in the same market as Roofrack Superstore. By identifying these, Roofrack Superstore was able to identify areas for improvement and differentiate itself from its competitors.
Some potential competitors for Roofrack Superstore included well-established roof rack retailers and online marketplaces that sold roof racks. To be better than these competitors, Roofrack Superstore considered the following strategies:
By focusing on these areas, Roofrack Superstore was able to differentiate itself from its competitors and become a preferred choice for customers looking to purchase roof racks.
A user persona for the RoofRack Superstore website development:
User Persona:
Goals:
Frustrations:
Online behaviours:
Design preferences:
By understanding John’s goals, frustrations, online behaviours, and design preferences, the RoofRack Superstore website development team can create an effective website that meets his needs and provides a positive user experience.
A sample user flow diagram for the RoofRack Superstore website looked like this while analysing the requirement and challenges:
This user flow incorporates the use of the roof rack selector tool, which provides a customised and efficient shopping experience for the customer. The selector tool helps the customer quickly find the appropriate roof rack for their vehicle, reducing the time and effort needed to search for products.
Wireframes are simple, black and white, low-fidelity visual representations of a website’s pages and layout. They are used to outline the structure, functionality, and content of a website before moving on to full-fledged designs and development.
A sample wireframe for the RoofRack Superstore website looked like below.
Testing and iteration were important steps in the development of the RoofRack Superstore website. The purpose of testing was to identify and resolve any issues and ensure that the website functioned as intended. The following were some common testing methods that were used:
Based on the results of testing, the website was iterated upon to resolve any issues and improve the user experience. This process was repeated multiple times until the website was deemed ready for launch.
It’s important to note that testing and iteration were ongoing processes, and it was common for websites to be updated and improved even after launch to ensure that they continued to meet the needs of users.
Feedback and test analysis were critical components in the development of the RoofRack Superstore website. The following steps were taken to gather and analyse feedback and test results:
By combining feedback from users and test results, the RoofRack Superstore website was improved to meet the needs of users and ensure a positive experience for all. This information was used to make iterative improvements to the website and ensure its continued success.
The results that were achieved on the RoofRack Superstore ecommerce website with the combination of online marketing and a new website design, along with the national expansion through multiple store openings, were substantial. Some of the outcomes that were observed included:
By focusing on both website design, online marketing, and national expansion, the RoofRack Superstore was able to achieve substantial results in terms of increased sales and improved customer satisfaction. These results were then used to further optimise the site and continue to drive success.
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Increase in New Users
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