DoALL Sawing Products

B2B & B2C / Manufacturing / E-Commerce, Web Design & Development

DoALL Sawing Products has the most extensive line of band saws, band saw blades, and coolant products in the industry. The company was founded in 1927 by Leighton A. Wilkie, who invented and manufactured the first metal cutting band saw, one of the most widely used tools in manufacturing. DoALL has grown to be a global supplier of industrial machines and sawing solutions, with locations in the United States, Canada, Mexico, and The Netherlands. The company was voted the Top Metal Solutions Provider in 2021 by “Metal Working and Machine Tool Magazine.”

Transformation

Before
After

TECHNOLOGY USED: Magento 2

Objective

DoALL Sawing Products initially enlisted the help of Lounge Lizard Worldwide Brandtenders to migrate their website from Magento 1 to Magento 2. This undertaking was a perfect opportunity to create a completely new redesign. With a focus on customer service, DoALL Sawing sought a website that is easy for visitors to find the products or schematics they need.

Approach

Upgrading DoALL Sawing Products to Magento 2 was necessary because Magento 1 support was scheduled to end as part of Magento’s sunsetting process. The move to Magento 2 was significant to our developers because the new version has new features, and the open-source eCommerce web application also has an entirely different architecture than Magento 1.

DoALL sells complicated, industrial machines with wearable parts. Our Brandtenders knew that seamlessly finding and purchasing these sawing solutions was of utmost importance.

The DoALL website was cumbersome, with a multi-level navigation approach that made it virtually impossible to find the correct saw blade, brochures, part schematics, and even customer service.

We simplified an otherwise convoluted website. Brandtenders trimmed the navigation and made sure to inventory all integrations. Left behind were awkward paths and the need for a ton of clicks.

For the design, we incorporated the historic company’s turquoise and bright yellow logo with some traditional industry and best practices colors (orange and black). The logo was also incorporated into some of the website’s imagery, and our Brandtenders added white space for an uncluttered view of the extensive line of products. We felt the final design reflects the company’s history, legacy, core values, and future.

Here are some other highlights:

  • Our Brandtenders used the product detail page as an opportunity to add a graphic and push initiatives, such as related products, a finance program, or a lifetime warranty. This multi-level, call-to-action approach is a benefit to consumers as well as DoALL. It takes the buyer on a journey instead of staying mostly one or two pages.
  • The DoALL parts manuals are highly complex and need to be accurate. We reversed engineered the company’s existing page to build out the current page. Functionality was built on top of existing functionality, and we updated the visual styles.
  • In the backend, we provided DoALL with a template of design blocks they can use in the future to create new pages if the need arises.
  • A user-friendly, multi-step “Request a Quote” form was built to replace the long, existing form.
  • The e-Commerce platform was designed and then tested, tested, and tested again to ensure customers have a pleasant experience.

One of the innovative features of the new site is its functionality and custom Saw Selector.

The Saw Selector is a user-friendly and informative way for website visitors to get the exact part they need. It has potential customers answer a couple of questions and select from various available options with photos. This process guides buyers on a fast, visual, and straightforward journey. This will lead to fewer customer service calls and fewer frustrated clients across the world.

Impact

DoALL Sawing Products is an industry leader, and the company’s website upgrade reflects its commitment to customer service and teamwork. The user-friendly checkout platform and navigation, Saw Selector, modern design, and improved optimizations showcase their products in a way that will drive sales and keep existing customers.

In a short amount of time, DoALL Sawing Products has seen the following impact of this project:

  1. 20% Increase in Online Sales
  2. 15% Reduction in Website Related Call Center Inquires

Results

20%

Increase in Online Sales

15%

Reduction in Website Related Call Center Inquires

33%

Increase in time on site

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