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Wheelbase – A high quality experience

Wed, Jan 26, 2011

Content Excellence Award, Shopping | Author:

www.wheelbasealloys.com

Wheelbase is one of the UK’s largest suppliers of alloy wheels and performance tires. They have been providing the public with top quality products for over 15 years.

Upon entering the site, it is evidently clear what the purpose of the site is – to sell wheels. The layout is clean and efficient, and exactly what I expect to see on a motor based site. Design looks like a shopping cart site, but again, expected. The color scheme is pleasing, and fits well with the subject. The left side of the page is well designed offering clean images with suggestions about where to begin perusing their site.

Search Options

Fig1. Search Options

My eye is immediately drawn to the “alloy wheel search” located in the center of the page, and this is where I began browsing. The three pull down menus offer several makes of automobiles, followed by their models and finally an option to view sizes of wheels and tires. This worked efficiently with no errors. I was inclined to want to click a search button, but instead was immediately directed to a page of choices suited for my chosen car. I did note that many automobiles are not listed within their makes, as the car I currently drive, a Mercury Mountaineer, was not listed.

Search Results

Fig2. Search Results

I chose a “Ford” + “F150” + “Show all sizes” for my search. The results are displayed in order by size from the smallest to the largest. The thumbnail images are spaced nicely and are of a high quality. The prices are clearly displayed below the products in GPB, which is the default method due to the company being based in the UK. They have made it simple to change the price display option with a simple click at the page top converting the standard display to either US or Euro.

I was not looking for a specific brand of wheel, but the site has taken that into consideration by offering a concise drill down including display by brand, model, color and style. This makes it very easy for users who are comparison based on knowing exactly what they are looking for. I also found it smart that the company displays a Top 5 Wheels suggestion just to the right of the search results. I feel this is a good selling tactic for someone who does not know exactly what they are looking for.

I chose the first wheel displayed in my result listing, the Decorsa 20″ Alloy. The now larger image was of a high quality and nicely spaced to the left of the text description. The enlarged image, when you hit Zoom, is very clear and offers a detailed picture of the product. From here  you can add the product to your cart, or browse their suggested pairings for tires that fit the wheel you have chosen. They also clearly promote the ability to speak to an expert which is very smart considering that the purchase wheels and tires is a large purchase that someone would want to do right. I added this item to my cart and went through the checkout process up to where the final purchase is made. There were no issues, very simple and left me with no questions about my intended purchase.

Navigation Bar

Fig3. Clearance, Competition and The Zone

With my ordering experience final, I began going through their navigation bar. They offer a Clearance section that displays products that are discounted. When clicking on one, the system they have in place remembers your previous make and model selection and notifies you if the wheel you have chosen will not fit your car. You can continue to browse through, however they do want to get you back to the selections that are matched for your car and clicking OK in the prompt takes you back to the search results page mentioned above.

Friendly competition and targeted content makes for a sticky site:

They offer a monthly competition to win a set of tires, with the winner being selected by random draw on the last day of the month after answering a single question. I find this a very good way to engage a user, and keep the site sticky. They have a gallery of cars sporting their wheels, which would give a user a decent idea of how a specific wheel would look on their car.

My husband particularly enjoyed the site’s Wheelbase Zone, which I found to be a very good way of keeping their target market, men, entertained. They offer photos and profiles beautiful ladies, several modeling with the sites product, screensavers and news from the company.

Finally in the navigation bar, I went to the Wheels Advice section which I found a valuable asset, as it offered tips and suggestions for the care and maintenance of your wheels and tires. This is also great for the site’s organic SEO as the phrases found in the page are questions that people would search for.

Conclusion:

In closing, the point of site is clearly sales, no advertisements in sight. While I am not the person that would use this site, I do rate my experience here very high. I was not misdirected within my purchase path – it was very clear and easy. I was not offered ways that led me away from the point of my visit, to browse and possibly purchase their products. I was not offended by their display or content even though the target market is clearly men. I found this site to be rememberable and a I had good enough experience that I would refer it to others who were looking for products of this type.


Sitecritic.net award

* This is not just a typical ecommerce site. A lot of effort has been put into it to make it stand out from the crowd. Wheelbase alloy wheels fully deserves an award.

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