LKQ is the nation’s largest auto parts recycler with more than 300 facilities in five countries.
They’re a Fortune 1000 Company (LKQX – LKQ Corporation (NASDAQ)
LKQ offers direct sales of their parts online through their eCommerce store LKQOnline.com.
This large company had the best inventory of recycled auto parts in the country, however, they did not have a significant online presence.
Despite having invested in an elaborate eCommerce store on the same content management system that powered their eBay Store, they were not seeing success and their paid advertising efforts were returning little ROI. They knew there was great potential to sell recycled parts online, as online resellers like eBay and other affiliates sold their parts online very successfully, but took a significant piece of the profit.
The eCommerce store had several challenges:
After considering a redesign of the website, company management decided that an aggressive continuous improvement program would be more cost effective and provide more immediate results.
During the 10-month continuous improvement program, the website implemented 250 conversion optimization recommendations through six incremental and strategic revisions of the website.
After 10 months of conversion rate optimization:
The main objective of getting on a conversion rate optimization program was achieved with the conversion rate increasing dramatically, even as advertising campaigns started sending increasing amounts of less qualified traffic from new paid search campaigns, display advertising and social media.
While there was no active SEO program at work driving traffic to the site, all conversion rate optimization recommendations are SEO friendly, and improving the site resulted in many incoming links that boosted search engine rankings.
The number of people who arrived at the homepage, only to leave without going further (bounce), was reduced to 15.62 percent, about half its previous amount. This outstanding success reflects the homepage strategy employed by the ConversionIQ Analysts, who designed its functional layout to orient first, and then meet the needs of all site visitors. The average bounce rate for automotive retail sites of this size was 53 percent during this period, according to Google Analytics. The overall website bounce rate was only 21 percent.
While there was no active SEO program at work driving traffic to the site, all the conversion optimization recommendations are SEO friendly and improving the site resulted in many incoming links, which boosted search engine rankings.
The site’s feedback tool allows site visitors to rate their experience with the website using a 5-star rating system. Following the first revision of the site, the feedback tool was placed on the site and earned an average rating of 3 out of 5. Within one revision, the site rating increased to 4.2 out of 5, earning a top ranking among sites that implement the feedback tool.