Creating a new online market leader
How do you achieve trust and exceptional growth in an online purchase journey?
The rate of industry growth we’ve achieved is unprecedented for retail, let alone automotive retail.
Blackcircles.com wanted to broaden its customer profile by encouraging car owners to purchase tyres online. We needed to design out the barriers, fears, and concerns of traditional tyre buyers and replace them with trust, validation, confidence and most importantly recommendation and referral.
What we did
The existing data and journey flows were explored to understand the current purchase journey. The end-to-end experience was broken down into seven component parts, each a recognised step for an online conversion.
The entire journey was redesigned and reconnected to form a new flow. Live pilots facilitated real time testing and feedback, and incremental improvements achieved.
The average UK car owner now realises that there are alternatives to purchasing tyres from the garage. This awareness largely emerged as a result of the re-designed Blackcircles.com online service.
Blackcircles.com achieved significant growth, unprecedented for the retail sector following the journey redesign.
The company now boasts a Trustpilot score of 4.6/5 from over 77,000 customer reviews and following the redesign Blackcircles.com achieved a net promoter score on par with Apple and John Lewis. The company is now the largest online tyre retailer in the UK and has picked up numerous awards in the automotive sector.