Featured Client: JC Whitney

As the largest direct marketer of aftermarket automotive parts and accessories with millions of customers and multiple specialty catalogs, JC Whitney needs no convincing when it comes to the importance of satisfying customers and helping them find the right product for their vehicle. With thousands of unique items for every possible vehicle, this company embodies their tagline “everything automotive”.

Overview

Online retailers can relate to the complex challenges JC Whitney faces to effectively merchandise their enormous 90,000 item inventory on the Web. How do you help customers find everything from spark plugs to rear spoilers quickly and easily with the confidence their choice will fit their vehicle?

JC Whitney’s Internet Marketing Manager, Pete LaBore, is leading the company’s efforts to increase the effectiveness of their Web site and make it easier for customers to use. When a new Web site design with enhanced navigational tools was developed earlier this year, LaBore engaged eMergent Marketing to conduct a series of comprehensive usability tests. As a neutral third party without involvement in the design process, eMergent Marketing was able to provide unbiased testing and results-focused action items.

“Through the usability report and facilitation, eMergent Marketing enabled us to acquire critical feedback directly from our customers. This feedback provided us with the confidence that our new design addressed the customer needs that we had intended. In addition, the study helped us avoid any unforeseen pitfalls the customer may have encountered and provided valuable insight for ongoing design changes.”

Pete LaBore
Internet Marketing Manager
JC Whitney, Inc.

Objectives

LaBore approached eMergent Marketing with several clear goals for JC Whitney’s usability tests. In addition to making sure the new approach was on target, he recognized the importance that gathering real customer feedback would have toward increasing satisfaction and identifying incremental opportunities for improvement.

Using a methodology that draws on extensive eCommerce experience, eMergent Marketing worked closely with LaBore and his team. A comprehensive testing strategy based on JC Whitney’s core business goals and target customer segments was created. The main objective for the tests was to benchmark the usability of JC Whitney’s current Web site against the new navigational enhancements. In addition, several secondary goals were introduced:

• Ensure that core customers were not alienated by a new, more polished and up to date look.
• Verify customers’ ability to navigate throughout the site when accessing internal pages via pay-per-click (PPC) search engine keywords.
• Gain insight into consumer perception of the JC Whitney brand.

The Solution

• By conducting twelve one-on-one facilitated usability tests, eMergent Marketing substantiated that customers preferred the new site and felt more successful when using it.
• Additionally, the testing verified that customers could successfully navigate throughout the site when entering via internal pages based on keyword searches performed on Google.
• A number of opportunities to further improve usability were identified. Based on the results, eMergent Marketing created detailed recommendations that were prioritized by potential to increase customer experience, conversion and revenue.
• Participants repeatedly articulated positive brand impressions and strong personal connections to the JC Whitney brand, signifying an engaged customer with a willingness to interact.

Learn more:

To find out more about this and other client success stories, please contact us or call 216-245-0490. To learn more about JC Whitney, visit them on the web at www.jcwhitney.com.