Cooper Avon Tires

Avon needed to update its website to increase accessibility, improve user experience and display a seriously broad product range – in five different European languages. So it contacted Proctors for support...

The Proctors response
Displaying such a diverse range of tyres to best advantage was quite a challenge – Avon produces specialist tyres for almost every vehicle imaginable, from sidecars to 4x4s ready to traverse snowy mountains.
 
Avon’s existing web offering split its product range across sites, with bike tyres sitting apart from cars and vans. This led to considerable confusion, especially as there was no navigation back to the main Avon site.
 
Also, the navigation on the main site forced visitors into making too many clicks to find required information – meaning they soon left the site once there.
 
Bearing this in mind, we created a new, unified site (www.avon-tyres.co.uk) featuring all Avon tyres, designed with accessibility, customer thought processes and ease of navigation as top priorities from the outset. This has seen us split tyres into categories – car, motorcycle, van/general or 4x4 – then sub-categories dictated by tyre purpose.
 
As well as increasing functionality, Proctors has developed a whole new look and feel, from new photography to copy tone. As Avon is keen to target a pan-European market, the site – and many other materials we’re producing on Avon’s behalf – will be supported by French, German, Italian and Spanish versions.
 
The results
We believe they speak for themselves.
 
•    Site visits have increased by 79%
•    Page views are up by 36%
•    Bounce rates have decreased by 7.7%
•    Average time spent on the site is up by 11 seconds – an increase of 7.5%
 
What’s more, Avon is so pleased with the site that we’ve been asked to produce databooks for dealers in five languages, alongside supporting items from calendars to multi-lingual brochures and adverts, animation and graphics for exhibitions, even online digital promotions.