Austrack Campers
Austrack Campers came to us wanting a new website. As this is a 100k+ & around 6 month project we gave them another option - A full research audit then design, develop & launch key pages of the purchasing journey. The benefit? See the ROI benefit sooner for a reduced cost.
Leadership
CX Research
UX/UI Design
AB Testing
Research Quantitative & Qualitative
Always start with the research
Between the research & data team, we ran 12 quantitative & qualitative tactics. Gaining a wealth of customer insights as a foundation.
GA4 Audit
Tech Audit
Baseline Data Analysis
User Journey Analysis
UX/UI Review
Customer Survey
Usability Studies
Information Architecture
Competitor Review
Session Recordings
Search & Merch Review
Conversion Review
Key Opportunities Identified
Four themes were highlighted by customers throughout the research. Identifying clear areas for opportunity.
Gaps in Trust & Value Reassurance
Austrack have been in the industry for 15 years & their campers come with additional features as standard however they do not utilise this information anywhere currently on the website.
Lack of storytelling & emotional connection
People don't just buy a camper van; they buy into a lifestyle. The website wasn't reflecting that. Missing lifestyle imagery, real customer stories, and copy that sells the dream.
Unclear path to conversion
Austrack currently showcases multiple CTA's in their navigation leading users to confusion on what they need to do to move forward.
Lack of guided selling & personalisation
The browsing experience had its own hurdles. Users struggled to explore without a clear understanding of camper types, navigational imagery was lacking, product cards weren't doing enough, and there was no guided selling journey to help users narrow down options based on their needs.
Design Navigation
Problem
Whilst undergoing Usability Studies and Information Architecture studies, it was highlighted how limiting the current menu navigation was.
There was three primary CTAs which created confusion for users who did not know the clear next steps in the purchasing journey. However another major barrier for users was selecting one of the three camper types with no description or visual indication as to what they were.
Solution
The navigation was tested in two stages. The first state focused on the IA, with variations of primary CTAs being the main difference.
Once we had a winning IA, an alternative navigation design was tested. Creating a large, drop down navigation with improved hierarchy of categories & of course - images of camper types.
Contact Us Uplift
+92%
Primary Metric | 99% Significance
Bounce Rate
-4.36%
Secondary Metric | 98% Significance
Sales Enquiry Clicks
+12.52%
Monitoring Metric | 86% Significance
Design Product Listing Page
Problem
Users struggled to discover and compare products efficiently due to limited key specs, and weak value and trust signals on product cards.
Important information embedded into the image.
Solution
The PLP was redesigned to increase engagement by surfacing more specs directly on the product card — measurements, sleeping capacity, and the features that set each camper apart. This naturally reduced the need to click through to PDPs as frequently.
Larger product cards gave each camper the breathing room it needed, while moving filters to the left-hand side improved usability. In-grid tiles were introduced to communicate value and direct users to the new guided selling tool.