Direct Alloys - Branding, website design & development
Accelerating the eCommerce customer journey with a bespoke vehicle search.
Direct Alloys is an established online retailer of alloy wheels and accessories. In 2016 OnDesign was tasked with the relaunch of their brand and a new eCommerce website that was completely redesigend and rebuilt using WordPress and WooCommerce.
Initially, extensive research into the industry and similar brands was conducted. I aimed to produce a mark that would suit use as a car window sticker, would be instantly recognisable, and expressed speed. Ideas were presented and Direct Alloys chose this dynamic consolidation of their initials, around which a comprehensive set of brand guidelines were produced.Visit website - directalloys.co.uk
The previous website benefitted from high traffic but a confusing user experience resulted in a very poor rate of conversion. Users were minitored and it was noted that the main barrier to sale was the difficulty of finding wheels suitable for their vehicle.
To simplify the journey, a vehicle search was introduced to allow the user to enter the make, model and year of their car and then be presented with all compatible wheels. This automatically feeds in from an external database. It proved extremely successful, increasing conversion by from 0.32% to 3.8% in the first month. Conversion has been steadily increasing since, and monitoring continues to make small improvements to the user interface to ensure the website is operating as well as it possibly can.