With humble beginnings in a hobbyist’s garage, SuperATV has grown to become a leader in the aftermarket ATV/UTV parts and accessories industry.
After years of tremendous growth and expansion, the company recognized the need to transition away from a custom, homegrown ecommerce solution to a platform and team that converges technological, user, and business skillsets to scale alongside their rapid growth and fulfill the needs of both B2B and B2C customers.
The relaunched experience includes a best of breed UX for their pure-play, blended B2B and B2C ecommerce business. This solution also allows for SuperATV’s Customer Service team to place orders on behalf of customers by logging into a front end interface similar to what the customer sees. CSRs also have a consolidated view of business orders placed by multiple hierarchy of buyers under one company account.
SuperATV customers are roughly split between business and traditional direct-to-consumer offroad warriors, with the majority of the B2B customers being specialty shops for off road vehicles. While B2B capabilities are important, the site is first and foremost a consumer-facing destination.
In its previous state, the website’s design, user experience, content, and information architecture didn’t align with the SuperATV story or the company’s commitment to quality, innovation, and customer service through product education. The new site’s guided purchasing funnel informs with content and product specifications and reinforces the brand’s strengths and promises. Gorilla’s content strategy team developed SEO category pages and refreshed the brand story pages to bring the site more in line with their adventurous brand. “Playing in the mud” is certainly encouraged among their brand enthusiasts. In fact, SuperATV’s “test facility” track has more than 600 acres of prime riding land to ensure all their products are up to speed and best-of-breed.
In order to compete with the original equipment manufacturers (OEMs), SuperATV offers alternative products and payment methods. With a ‘good/better/best’ model of displaying inventory, the company sells a variety of products and price points to appeal to a broad customer base. Due to the high average order values for equipment, SuperATV also offers alternative payment methods, such as the pay-over-time platform Affirm, in addition to conventional payment options.