WEB DESIGN
Tractor Supply Company
Web design for a farm and ranch superstore.
Tractor Supply, the largest rural lifestyle retailer in the United States, has been passionate about serving its unique niche of recreational farmers, ranchers and all those who enjoy living the rural lifestyle for more than 80 years.
Though 1,600 stores strong, the Tractor’s digital capabilities needed a facelift, offering customers a more convenient way of knowing and purchasing products online at everyday low prices. In order to make TractorySupply.com a more accessible, one-stop shop, I created a new homepage design, user flow, customer journey and lifestyle site to achieve this goal.
UX/UI Design / Brand Strategy / Web Design / Email Marketing
STEP #1
Align the Brand.
To start, we brightened up the overall appearance, aligned font hierarchy, and reversed navigation to white for a more legible, polished and professional appearance. We reviewed photography and shot new scenes that were brighter, mobile-friendly and better communicated Tractor’s personality while still aligning to current print and circular creative.
To further enhance the mobile experience, an icon system was drawn and established for department, delivery and key brand messaging.
STEP #2
Wireframe.
Tractor Supply offers an extensive mix of products necessary to care for home, land, pets and animals with a focus on product localization, exclusive brands and legendary customer service for the Out Here lifestyle.
Knowing we needed design options to push multiple offers, categories, delivery options, and personalized experiences under quick time frames, I created 3 user experiences that included drag and drop block settings with multiple type formats, creating a faster consumer to product outcome.
IMPACT
150% sales increase
Within 30 days, the new home page garnered a 150% sales increase with a significant decrease in bounce rate. Traffic had better user flow patterns and was well prepared for the upcoming pandemic which turned the world digital only.
The Life Out Here lifestyle blog also followed suit with over 522K page views within the initial 30 days and streamlined content into weekly emails and social channel promotions.
Director of Digital Marketing: Tim Putnum
Coder: Erin Woody & Morton Southall
Digital Designer: Chris Crochet
Email Marketing: Ryan Simpson
