Growing commercial sales of washing machines by 400%
Client
Alliance Laundry Systems
Type
B2B Sales Funnel
Platform
Website
Overview
Download one pager (coming soon)
Retrospective Summary
A sales funnel website for commercial laundry equipment to franchisee distributors across Australia
Team
x2 Designers
x1 Front-end dev
x1 Back-end devs
x1 Copywriter
x1 Tech-Lead
My Role
UX Designer
Process
Wagile;
Ideation → Delivery
Services
End-to-end design
Strategic transformation
Tactical Optimisations
🚩 The Challenge 🚩
Picture this: a renowned legacy as the world's oldest machine company, cherished across the USA, a household name seen in laundromats nationwide. But in Australia? Almost invisible, with a scant digital presence that feels outdated and disconnected from today's standards. Revitalising it is vital for the brand's success.
Speed Queen, a venerable brand with over a century of history in washing machines, surprisingly lagged behind competitors in the Australian market despite its superior craftsmanship. Managing region-specific websites and implementing e-commerce proved challenging, compounded by a franchise model that left Australian franchisee distributors disconnected from one another and effectively pitted them against each other as competitors. Unifying these franchisees under the Speed Queen brand was crucial for driving commercial sales, which constituted the brand's sole sales avenue in Australia at the time.
⚡️ What we delivered ⚡️
The Speed Queen Australia website was a B2B sales funnel to drive commerical sales to franchisee distributors in the Australian market through a cohesive experience that was informative and reflective of the brand.
A responsive website that is designed to take a product-centric focus as a way to provide commercial B2B customers with easy to grasp product information and then a direct funnel to Speed Queen franchisee distributors specific to their area for sales enquiries.
I developed a UI and navigation where all relevant information was just one click away and was totally responsive and adaptive. By using inline dynamic rendering all content the was collated into an easily digestible format and to speed, completing an effortless experience that required zero thought from the user.
The new information architecture allowed us to re-organise lots of technical product details that were previously buried pages down and instead bring much of it to the forefront of the interface, making it scannable to reduce heavy reading and move the customers further along the sales pipeline.
🎯 What were the outcomes 🎯
Impact
Increased user satisfaction (+28%), findability of technical information (+43%) and attracting website visitors (47,800) in the first month
Value
A 100% distrubution across all franchisees + an expansion to 180 white goods retailers wanting to buy and sell Speed Queen product stock.
Return on Investment
A +400% growth in commerical laundry equipment sales in 12 months.
We ensured visitors to the site had all the information they needed, immediately at hand wherever they are on the site without having to tunnel too far. By developing and collating content into an easily digestible format an effortless experience that required zero thought from the user was achieved.
🔄 How we solved it 🔄
The Process
This was both a strategic and optimisation initiative revitalising the brand with the help of a new B2B strategy and website with many stakeholders involved that required them all to unify, buy in and agree with the direction and mechanics the website when they often had varying ideas that competed.
Some of our early initial concepts and sketches saw us move away from the pure brand focus that plagued Speed Queen’s strategy to a more product-centric approach that highlighted the superior mechanics, build and manufacturing of their washing machines as major selling-point that we combined with a legacy brand strategy specific to the Australian market.
🤓 What did we learn 🤓
💎 In the end the success of this website and digital strategy saw Speed Queen HQ re-takeoever the website back from the distrubtors - which is a form of flattery I suppose - but reflective of the nature of franchise agreements.
💎 At the time what was interesting about this problem-situation was that it was approached as if it is a problem of providing clarity and flexibility, then the solution became an exercise in trying to create ‘value’ through being overtly straightforward to create an overall smooth sales journey without the need for eCommerce website.
Want help creating new value products?