Case Study

TransForm’s ecommerce services boost sales for online automotive store

A US based online automotive store decreased its cart abandonment rate, with proper conversion optimization.

Results At A Glance


The company started its operation in 1997 as a small service shop in Arkansas, US and in 2010, they began their online operations.

Coordinating with

5,000 restaurants

Quarterly Sales

Increased by 9%


24/7 coverage


    The company started its operation in 1997 as a small service shop in Arkansas, US and in 2010, they began their online operations. They currently serve over 2,000 dealers and a have large retail customer base as well.


    In 2015, the company revamped its online store. After a few months, the marketing team realised that cart abandonment rate was 20% higher than normal. Initially they hypothesized that this was due to the changes made in the online store. They assumed that in a few months, the problem would resolve on its own as the customers get used to the new online store. But the cart abandonment rate remained high even after waiting for 6-8 months and making some minor changes to the user interface.


    After initial analysis, our ecommerce experts suggested opting for a CRO tool, for an in-depth analysis of user behaviour and finding the real reason behind the dropout. We also got involved with basic store management activity.

    After analysing over 100 recordings, checkout page heat maps and interviewing some 30 customers, our team concluded that there were two basic issues

    • Old Customer – As the company moved to the new platform, all old accounts were dismissed and all customers had to start a fresh. Though the customers were informed about this beforehand, many old customers were trying to use the previous user ids and passwords. After multiple login attempts they just dropped out. This was quite a major issue as many of the existing customers were dropping out. With proper messaging, pop ups and personalised calls, the issue was addressed and sorted out.
    • Browser Issue – few customers were facing the issue of cart emptying as soon as the customer entered on the checkout page. After detailed analysis it was found that the issue was persistent only in the Mozilla browser. The problem was fixed easily by using a patch from the Shopping cart.

    The reasons for high drop out and cart abandonment rates were determined, which led to the decline of 30% in those figures by using the fixing patch for the shopping cart.

    The quarterly sales from the online store increased by 9%

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