We describe how we used our know-how and techniques to make wheelsnext.com online retailer for custom wheels and tires from loss to profitable.

1. A presentation to demonstrate how Wheels Next website -
wheelsnext.com went to be a profitable online retailer of
rims and tires in less than 2 years.
wheelsnext.com
Case Study – From Red to Blue

2. wheelsnext.com
Case Study – From Red to Blue
Table of contents:
Overview
The past situation
Mid-term goals
Development up to present
Technologies used
Results
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3. OverviewWheels Next is a Florida company that sells custom
wheels and tires online since 2003;
Customers are from the USA and Canada, looking to
buy affordable rims and cheap performance tires.
Company size ranging around 50 people;
IT department was one part time web designer only;
CEO is the main decision maker;
Had only off-line (magazines) marketing campaigns.
Under a lot of pressure from investors to see
company profitable.
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4. The Past Situation
Average of 10 sales orders per day on high season. 5
sales per day on low season;
High bounce rate; Poor page ranking on major search
engines;
Confuse website navigation and many broken links;
Poor website usability and screen “real estate”;
High volume of customer center calls for simple
questions like “does this wheel fit my car?”;
Hard to maintain and update content, apply pricing
updates, upload new items. A lot of hard coded
content;
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5. Mid-termgoals
Improve online sales;
Reduce number of customer center calls;
Minimize investment on PPC Marketing and
magazines;
Rise page ranking and natural search results;
Minimize bounce rate;
Make the site easy to mantain, update content and
upload new items;
Create reporting and management tools to make easy
to take decisions;
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6. Developmentdone
Redesigned database tables, write optimized procedures (Went from
MySQL to SQL Server) to return wheels that fits vehicles;
Created easy to use items navigation (filtering results on left menu);
Hand coded writing to allow fast page load; Easy scalability and
maintenance of code;
Applied SEO techniques. Optimized content, page titles, meta tags,
site map, backlinks, blogs, email marketing; Keyword optimization
(clicks/conversions);
Wrote database driven content related to wheels and tires;
Created dynamic sales reports and back-end (administration site)
Made simple one page checkout;
Created unique functionality to filter items (left menu) based on
vehicle selected by customer (used Ajax);
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7. Technologiesused
HTML and CSS;
Javascript and Ajax;
ColdFusion (store front) and ASP (reports and
admin);
SQL Server 2000;
In house Search Engine Optimization tools and
reports;
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8. Results
Average 30 sales order per day (peak 100 orders/day).
$3 million dollars in wheels sold in one month!
Average order value from $800 to $1100;
Top 20 rims and tires keywords (86%) now on 1st
page of
natural search result (before not even listed);
Average user session time 8 minutes; Lowest bounce rate
since website went live;
Page load under 4 seconds;
Customer center now focus on closing sales and not on
technical support;
Easy to maintain and scale the website content;
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9. Contact Us
Thanks for reading our case study for
WheelsNext.com Wheels and Tires Website.
Unfortunately, due to issues in the company outside
from our control, that were only the site and the
online marketing efforts, Wheels Next went out of
business.
To learn more about how can we help your online
business grow please contact
emanuel@hightechweb.com
Or visit www.hightechweb.com
Copyright - High Tech Web, INC09/2011 9

10. Contact Us
Thanks for reading our case study for
WheelsNext.com Wheels and Tires Website.
Unfortunately, due to issues in the company outside
from our control, that were only the site and the
online marketing efforts, Wheels Next went out of
business.
To learn more about how can we help your online
business grow please contact
emanuel@hightechweb.com
Or visit www.hightechweb.com
Copyright - High Tech Web, INC09/2011 9