Who are Aston Store

Our Brief was simple, to create uncompromising, comprehensive parts, accessories and merchandise store for Aston Martin owners and dealers worldwide. The existing store was tired and was built on a convoluted Magento install and the need to re-platform from Magento to WooCommerce was a no brainer. Creating a modern vision to support one of the most world-famous classic cars, whilst remaining true to their pedigree and heritage – that was the overarching priority. Working with some of the most iconic prestigious vehicles from the classic DB2 to the more contemporary V12 Vanquish, the typical user of the website could be an Aston Martin owner, dealer, service centre, all within international reach and the need for a reliable online supplier with accurate product data.

Within the first week of launch, we could see from the data that customers were able to find products faster and add them to the cart with much more ease. Overall, their basket-building speed went up by using our CRO analysis approach.

“We executed the brief to a tee and surpassed expectations,” they said.

Expertise Delivered

  • CRO Audit Analysis
  • Technical SEO
  • Wireframing
  • UX/UI Design
  • Data Manipulation
  • WooCommerce

Business Location

  • Hatfield, Hertfordshire

Challenge & Objectives

One of the biggest challenges was for our developers to structure and design the data for the complete parts catalogue section of the website. This would need to become the most comprehensive and intuitive database of this type with full exploded view diagrams. This involved a rework of how a standard category is displayed into a much improved and easy to use layout detailing each part to give a greater user experience. From a technical development point of view, by using relationships between the main part and subparts, a custom archive loop was created to connect these together. Custom Fields, also referred to as post meta were used within the listings to highlight parts detailed on the schematic diagrams to increase user engagement, UX and usability to ensure they could see exactly which part they were cross-referencing against. An increase in conversion as the user would be confident they were ordering the correct part.

Migrating From Magento 1 to WooCommerce

They approached us desperately looking to re-platform away from end of life Magento 1, which was slow, bloated and no longer providing them with the security, the ease of flexibility and of the control they needed. They were experiencing a number of pain points with the platform and needed custom code implementation, along with some features that Magento just couldn’t give them or at least from a cost-benefit ratio. With Magento 1 coming to its end of life, they had to consider re-platforming to either WooCommerce or reinvesting in the latest version of Magento; a platform that they were becoming extremely frustrated with, and felt it was over-complicated for what they needed.

This project was perfect for a WordPress build with WooCommerce running a bespoke core eCommerce engine. We needed to ensure we understood the technical requirements and be able to support them long-term which gave them confidence their ongoing retainers would focus more on CRO and proactively around increases in sales rather than bug fixes. That’s exactly what they wanted and we did.

Clean UX Design Approach

After guiding Aston Store through our strategic and creative process, we arrived at the creative expression ‘No fuss, just finesse’ – a positioning we felt that encapsulated Aston Martin’s clean, prestigious and now modern approach to best-in-class British motor vehicles.

The desired outcome was to design a site that was both elegant and premium as well as being easy to navigate due to the extensive parts catalogue that Aston Store offers. By using a clean and simple layout partnered with beautiful photography we were able to elevate the site to the level it deserves. We also refreshed the existing brand assets to give the site a more modern cutting edge feel whilst still not letting go completely of the heritage and traditional values the company is based on.

User First Design

Alongside the visual enhancements we also improved the user experience by focusing on the journeys of all the types of customers, we thought about how the purchase paths for those looking for parts, accessories, merchandise or even loved ones buying gifts for enthusiasts would need to be different for each. By separating the key sectors it allows users to quickly and easily navigate to their category of choice and follow the optimised experience for each meaning.

Filtering 60,000 SKUs

A huge part of optimising this experience was creating a detailed parts catalogue that enables users looking to buy from the comprehensive range of over 60,000 genuine parts for both vintage and modern Aston Martins, we developed a filtering system that allows the customer to narrow down to a specific component with a breakdown of all of the individual parts right the way down to the nuts and bolts and allowing them to add either the whole component or specific parts to their basket depending on their needs.

Early Signs of SEO From Launch?

Generally speaking, websites can see results in 4 to 6 months. For Aston Store, the issue they had was their previous installation was riddled with poorly executed SEO strategies, badly implemented Technical SEO and the visibility was extremely poor. One thing we were transparent with was they also sat on a Panda penalty which meant that no promises were made to see any instant results or at the very least for a number of months. Once launched, within a week, their visibility started shooting up and their keywords were being ranked immediately. All the hard work in planning the migration and restructuring to a new on-page SEO plan clearly was a success.

Obviously, SEO results grow some overtime. The traction you’re getting at 6 months typically is less than what you should be experiencing at 12 months. However, there are exceptions to the rule and this is exactly what we were seeing just a few weeks after launch.

Looking to re-platform
away from Magento to WooCommerce?

Take a look at some of our other success stories below.

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