Site Redesign Pays Big Dividends

Urbandale, IA -- (SBWire) -- 11/24/2010 -- Despite the tough economic times, there have still been some success stories from the e-commerce world. One such story is the turnaround of ATVTireStore.com, a site that, as its name suggests, sells ATV tires. Since the site redesign at the beginning of July, the site has seen visitor numbers and orders steadily rise. Compared to the same period last year, order numbers have increased by a staggering 1200%.

John Biggs, the web coordinator in charge of the site redesign, said, “We knew the existing site was not all that attractive, was extremely cluttered and not easy to navigate. It desperately required a makeover. We knew we needed a simple and easy-to-navigate design that would take visitors to the products quickly, leading to a higher conversion rate on the site.”

And convince them it did. The site’s conversion rate (the ratio of visitors to orders) more than doubled in the first month and has steadily grown ever since. The orders started to flow in, and compliments from visitors about the new look are regularly reported back to the web design team.

“It makes you feel good when you get positive feedback like that,” Biggs said, “but we know there is still work to be done yet. We always listen to our visitors for suggestions for further improvements.” Biggs said the success was encouraging, and indicated that the design team hoped to replicate this success in redesigning the company’s other existing sites, such as TireChainsRUs.com. The design team recently launched the new design of TireChainsRUs.com, which sells tire chains for a wide range of vehicles, just in time for the tire chain season. “If it does half as well as the ATVTireStore redesign, then we will be happy,” he said.

ATVTireStore.com is one of a number of sites owned by the Iowa-based Top Tier Holdings LLC company.