$1.2M in Revenue Unlocked
How Northpeak helped Buy Truck Wheels fix product page friction, increase purchase conversion rate by 18%, and unlock $1.2M in incremental revenue through systematic CRO.
The Client
The Largest Online Catalog. A Conversion Problem.
Buy Truck Wheels is one of the largest online distributors of aluminum, steel, and Alcoa wheels for dual, medium-duty, and semi-trucks. With a massive inventory and strong organic traffic, they had everything a buyer needed — except the product pages to close them.
Revenue Per Session — Product Pages
The Challenge
Best Inventory. Broken Product Pages.
The problem wasn't traffic. Buy Truck Wheels had strong organic reach and a massive catalog. The problem was everything that happened when a buyer landed on a product page and needed to make a decision.
High-Ticket Buyers Needed High-Confidence Pages
At $400–$2,000+ per wheel, commercial buyers don't impulse purchase. Fleet managers and owner-operators need fitment confirmation, delivery timelines, and trust signals before committing. The PDPs weren't giving them enough to act.
Trust Gaps Buried in the Layout
The site had strong trust signals — guaranteed fitment, in-house experts, a real phone number buyers could call. But the page hierarchy buried them. The title led, not the image. The phone number was small. The result: buyers who wanted to convert couldn't find what they needed to.
No Recovery for High-Value Abandoners
Buyers reaching a PDP with clear purchase intent were leaving without buying — and nothing was pulling them back. No exit-intent offers. No cross-sell to related components. No mechanism to recover a $1,400+ average order that was one click away.
Our Approach
Fix the Pages. Then Scale the Traffic.
More ad spend on a site that isn't converting is just more waste. The right move: map where buyers were losing confidence, redesign the pages, validate every change, then compound.
Map the Buying Journey
Mapped friction across every stage of the path to purchase. Identified PDP layout, trust signal hierarchy, and missing delivery information as the top revenue-impact issues.
Redesign Product Pages
Rebuilt PDP hierarchy — lead with the image, elevate the phone number, simplify trust badges, add delivery timelines, and sharpen CTAs. Validated every change through A/B tests before rolling out.
Add Cross-Sell Modules
Launched "Pairs Well With," "Recently Viewed," and "Related Products" modules. Commercial buyers often need multiple components — these modules increased order values and eased the purchase decision.
Capture Abandoning Buyers
Deployed exit-intent offers and targeted discounts for high-value abandoners. At a $1,400+ average order value, recovering even a small percentage of near-buyers delivers outsized revenue returns.
Key Initiatives
What We Actually Did
PDP Layout & Hierarchy Redesign
Restructured the content hierarchy on product pages — leading with a larger product image, repositioning the title below, and elevating the phone number from a small notification bar to a prominent "Have Questions?" section directly below the product image.
Trust Signal Optimization
Simplified the trust badge layout from a cluttered 2x2 grid to a focused two-badge row — Guaranteed Fitment and In-House Experts. Less noise, cleaner signal. Added a "In Stock – Ready to Ship" label adjacent to the primary CTA to capture urgency at the decision moment.
Benefit-Driven Copy & Spec Clarity
Rewrote product descriptions to lead with benefits and fitment assurance rather than raw spec dumps. Commercial buyers want to know the part is right for their truck before they read the measurements — copy now follows that mental model.
Cross-Sell & Related Products Modules
Implemented "Pairs Well With," "Recently Viewed," and "Related Products" modules across the catalog. Commercial truck buyers often need lug nuts, valve stems, and hub assemblies alongside wheels — surfacing complementary products increased order values and reduced decision friction.
Exit-Intent & Abandonment Recovery
Deployed targeted exit-intent offers for buyers who reached a PDP and started to leave. Offers were calibrated by product price tier — a buyer considering a $2,000 wheel responds differently than one looking at $400 SKUs. Discount thresholds optimized to protect margins while recovering the order.
Systematic A/B Testing Program
Every layout change was validated through A/B tests before rollout. No gut-feel decisions. Results tracked via Google Analytics Experiments with statistical significance thresholds enforced — winners only shipped when the data was conclusive across thousands of sessions.
Experiment Spotlight
One Winning Layout. Deployed Across Thousands of SKUs.
We validated the PDP layout on a single product page — confirmed +108% CVR — then used the winning template as the standard across Buy Truck Wheels' full catalog. Every product page tested. Every SKU benefiting from a design the data proved converts.
5 Changes That Made the Difference
PDP Layout A/B Test — Alcoa Wheel Product Page
A/B TestAug 9–Oct 3, 2022 · 56 days · 4,111 total sessions. Layout redesign tested against original across equal traffic split.
Every change was tested before rolling out sitewide. The insight the data confirmed: commercial truck buyers arrive knowing exactly what they want — give them the information to confirm it fast, and they convert.
Results
The Scorecard
Across every lever pulled — PDPs, cross-sell, abandonment recovery — the results compounded.
Revenue Per Session — Before vs. After
Product Page CVR — Before vs. After
How It Unfolded
Analytics audit complete. Friction map built across all PDP types. Product detail pages identified as the #1 revenue-impact opportunity.
PDP layout A/B tests launched on top-traffic product pages. First winner confirmed: +108% CVR, +65% revenue per session. Winner rolled out across the catalog.
Cross-sell modules launched. "Pairs Well With" and "Related Products" increased average order values and reduced the number of buyers who had to search for complementary parts separately.
Exit-intent flows deployed for high-value abandoners. Systematic testing expanded across remaining high-traffic PDPs. Incremental revenue compounding.
$1.2M in incremental revenue attributed to the CRO program. Purchase CVR up 18%. Revenue per user up 12%.
I'm very happy with the work you've done.
Ready to See What's Possible?
Let's Build Your Growth Story
If your eCommerce store is leaving conversion on the table, book a free strategy call. We'll audit your product pages, identify your top revenue opportunities, and show you exactly what a Northpeak engagement could look like.
