Located in Port Washington, WI, American Rotary has been providing high-end three phase converters to tens of thousands of customers throughout North America and the world since 1991.
E-commerce sales is one of the primary goals that American Rotary (AR) has for the website. However, the old website was no longer able to meet customer needs during their decision making and purchasing processes. In order to better present the features of its high-end products, as well as to simplify customers’ product selection process, AR realized the need to revamp its outdated website with a fresh look and enhanced functionality.
Top Floor Technologies designed an e-commerce system that enables visitors to easily customize their products by selecting additional features and accessories according to the needs of their application.
With the use of the product selector, users can now build their products by selecting from five major configuration categories, controls, voltage, starter, controller, UL and mounting style. Additional add-on options are available based on the product’s configuration. Accordingly, the listed price and product picture will be automatically updated and shown.
“What's surprising to me is that just about every day, we have an end-use customer compliment us for our new website. Getting compliments from customers is terrific.”
Lloyd Brown, General Manager of American Rotary
AR’s new site launched November 2011 with rave reviews from customers complementing the site’s overall look and feel, which provided the users with a far more effective navigation and shopping experience. The new e-commerce system allows them to easily configure and purchase their products exactly to their specifications. The increased usability considerably reduces the amount of time AR’s support representatives spend on explaining products. AR’s website achieved an 87.21% increase in total visits, an 85.92% rise in unique visitors and a 10.49% decrease in bounce rate.
Client: American Rotary
Site/Campaign launched: Nov 11, 2011
- Web Design&Development
- Site features: E-commerce with custom US Bank (3DSI) payment gateway integration and product selector