Garage Door Supplier Opens the Door to a Wider Audience

In a strategic move to better cater to their commercial clients, North Shore has broadened its product and service portfolio beyond garage and door parts to incorporate materials handling.

However, the site’s initial navigation—designed primarily for residential customers—didn’t reflect North Shore’s expanded vision and offerings. To bridge this gap and advance both revenue and customer experience, North Shore recruited our expert SEO team.

Boosting User Experience & Conversion Rate 

The essence of conversion rate optimization (CRO) is to maximize the number of individuals who complete a desired action on a website. It often means developing additional website features or reworking existing ones, followed by A/B testing to evaluate their efficiency.

Through a comprehensive analysis, we identified the need to add navigation options categorized by residential and commercial customer type to make it easier for users to navigate to their desired products, all while avoiding any adverse impact to North Shore’s existing conversion rate and average order value (AOV.)

From Assessment to Testing

Below is the process we used to assess North Shore’s website for current successes, propose a solution backed by the data, and test that solution to ensure consistent revenues:

Insightful Website & Customer Assessment

We kicked off by examining North Shore’s customer segments & demographics along with the product-service ties for each group. We then turned the spotlight on North Shore’s website traffic, conversion rates, and average order value.

Afterwards, we scoured the catalog of new products, searching for a smarter way to showcase them, always mindful of both the residential and commercial audience segments.

Analyzing & Reconstructing Website Navigation

We conducted an information architecture analysis of the website and collaborated with the North Shore team to nail down precise product categorization.

Then, armed with search volume data, customer profile insights, product specifics, and average order value, we forged a new navigational blueprint, ensuring customers could navigate straight to their desired products without getting bogged down in secondary or tertiary pages.

Putting A/B Testing & CRO Into Action

Before giving the green light to the new navigation, we ran A/B testing on North Shore’s desktop website to ensure the adjustment would not adversely impact the website’s conversion rate, average order value, or user experience.