AAMCO FRANCHISE WEBSITE REDESIGN CASE STUDY
Increasing Conversion Rate By 120% With New Design For Franchise Website
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AAMCO is a well-known brand in the automotive aftermarket that started franchising in the early 1960s. They needed a website that would generate leads for new franchise shops.
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We designed a modern website with a simple user flow that would give users a concise overview of AAMCO franchising benefits and investment costs.
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The result: increased the form conversion rate by 120% shortly after the website launch.
The Challenge
AAMCO needed to convert the right type of leads
to support its franchisee business strategy.
to support its franchisee business strategy.
Low Conversion Rate
AAMCO franchises wanted to create simple and effective user experience (UX), so that only qualified leads fill out the form and leave their contact info.
Unoptimized User Experience
The old website’s information structure and navigation were confusing for visitors, resulting in unqualified leads.
Brand Perception
The AAMCO brand has been around for over 60 years, so although there is a deep heritage, there is also a misconception of being traditional and lagging in technology.
THE SOLUTION
We delivered a custom website redesign that led high-quality automotive franchise
leads to conversion through top-level UX and streamlined navigation.
leads to conversion through top-level UX and streamlined navigation.
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User Experience
We worked closely with AAMCO to understand their business model for automotive franchises and create messaging that resonates with modern franchisee prospects. -
Information Architecture
А lot of time was invested in information architecture to deliver a seamless navigation experience and present important franchise information in a concise, visual narrative. -
Writing For Search Engine Optimization
All page titles and texts were carefully crafted, having in mind relevant keywords and SEO best practices. -
Responsive & Accessible Design
Without compromising design quality, we optimized design and code for mobile devices and we followed through on essential web accessibility recommendations. -
Website Performance
Finally, to receive high performance scores and optimization for search engines, we ensured neat code structure and optimized media files across the website.
The Results
Shortly after the new website launch, AAMCO saw:
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Form conversion rate increase by120.8%to 49.03%
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Views per session increase by12.1%to 1.6
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Bounce rate decrease by0.53%to 49.03%
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