In the B2B world, building customer loyalty and brand awareness can be a daunting task. Instead of connecting directly with brands, customers deal with an intermediary who may not have your brand top of mind. To better reach its end users, Alliance Truck Parts—Daimler Trucks North America brand— engaged The Tombras Group to conduct in-depth User-Experience (UX) Testing, including eye-tracking studies, in order to glean insights for its website redesign. As a result of this research, Alliance Truck Parts and Tombras identified three major ways to strengthen the brand relationship.
Serve Customers Faster
Most visitors to AllianceTruckParts.com are looking for one thing: parts. Whether they’re seeking upgrades or replacements, the search function had to be optimized to get people the information they need quickly. The new site is nimble.
Utilizing two search functions, customers:
- Search to learn more about a part category.
- Dive deeper into a digital catalog to narrow the selection down to a specific part.
This duel functionality allows customers to figure out which part they need in order to make purchasing through an authorized dealer fast and easy.
Connect Customers Easier
One of the biggest advantages of the new site is the ease in which customers can find the closest Alliance Truck Parts dealer specializing in the services they need. Connectivity is critical.
- By clicking on “Dealers,” customers access a list of dealers in their area.
- The Dealers tab reveals a list of services provided, an address, contact information, dealer hours and even a link to the dealer’s website.
- On a mobile device, customers can select “Map This Location” automatically sending the dealer’s address to the customer’s smartphone’s map application.
Relate to Customers Better
To foster an even better brand perception with everyone who touches its products, Alliance Truck Parts used the new website to connect with its people—buyers, fleet operators, owners, drivers and more. By incorporating motor sports as a strong and visible element to the site, Alliance Truck Parts leveraged its sponsorship of the #12 Penske Mustang to create excitement for the brand.
- The Racing page gives users exclusive downloads and prizes featuring Alliance Truck Parts 250 Nationwide Series driver Sam Hornish, Jr.
- The page provides up-to-date information about the ATP 250 race and Alliance Pit Stop Tour stops. This visibility and access gives Alliance the opportunity to brand wearables, images and gear that people interact with on a daily basis, to foster brand perception in fans’ and customers’ minds.
Tombras regularly utilizes UX Testing as part of the digital design process. In the case of Alliance Truck Parts, tracking eyeballs led to smart upgrades, torquing the user experience for this B2B provider of over 30 lines of truck parts and its national network of dealers.