Talon

The challenge:

Talon Engineering had spent decades building a reputation for precision-manufactured performance parts. Their online presence told a different story. An outdated e-commerce site with poor UX, unreliable performance, and no clear customer journey was actively undermining their D2C ambitions. Visitors were leaving before they ever reached a product page.

The approach:

We started where every effective project should: with the customer. Through user research and behavioural analysis, we identified the friction points driving visitors away: confusing navigation, slow load times, and a checkout process that felt like an afterthought.

We benchmarked Talon against the highest-converting e-commerce stores in the automotive and motorsport parts sector, mapping out best-practice UX patterns and category structures for a catalogue of over 5,000 SKUs.

From there, we redesigned the entire user journey. Every page was built around a single objective: get the right product in front of the right rider with the fewest possible clicks. We restructured the product taxonomy, built intuitive filtering, and designed a checkout flow that reduced abandonment.

Post-launch, we spent six months monitoring, testing, and optimising. Average monthly sales doubled within the first quarter, then tripled. We then developed a bespoke wheel-builder plugin, allowing customers to configure and order custom wheel sets directly, which drove a measurable uplift in both engagement and average order value.

Comprehensive training sessions ensured the Talon team could manage stock, update products, and maintain the site independently going forward.