Blount International Upgrades UX for Oregon Brand Website
Case Study: IA Design, UX Design, Web Design
Overview
Looking to improve user experience and increase sales, Blount International engaged our team to overhaul and previously designed website for their Oregon brand. Oregon is a manufacturer and distributer for chainsaw, agriculture, forestry, and home landscaping. Their products are available through dealers and retailers, as well as online via the Oregon website.
After a previous redesign of the Oregon website, Blount International determined that the new site was not performing as required and needed a strategic overhaul to improve usability and increase sales. Bynder Group was contracted for web design and user experience (UX) expertise by our friends at RED creative agency, a long-time collaborating partner.
Challenge
To create efficiency, we leveraged elements of the recent redesign and focused on key pages and use cases to improve the UX with the goal of creating a more user-friendly website that met the expectations of their B2B demographics and improved B2C sales.
In our user research, we found the consumers were confused by the brand and product offering and dealer partners were frustrated with the process required for researching parts. To solve these problems, we:
- Established KPIs
- Performed an in-depthc competitive landscape analysis
- Performed detailed user and key stakeholder research
- Performed SEO analytics
- Completed a strategic user interface redesign on key pages including home page and product drill-down pages
- Completed a strategic user experience redesign, starting from the home page through shopping and parts research use cases.
Results
Our research and insight paid off in dividends to Blount International and Oregon for this project. Immediately, the user acceptance rating with the valuable dealer network increase 83%. Within the first six months, online sales were up 42%. Average page per session improved by nearly 200%. Additionally, stats for organic search traffic improved, cart abandonment rate decreased by 17%, conversion rates increased 27% and the average order value for both new and returning visitors went up.
