Home What we've done West Penn Hardwoods

West Penn Hardwoods

We see the forest through the trees.

Synchronicity was hired by West Penn Hardwoods to do a complete overhaul of their website and e-commerce system. As one of the largest domestic and exotic wood suppliers in the United States, their current website was not doing a good job of telling the West Penn story and the lack of a quality user experience was affecting the conversion of website visitors into customers.

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Challenges & Objectives

Easier Exploration

West Penn had been seeing a very high bounce rate on their site coupled with a large volume of abandoned carts. The user experience on the current site was such that a customer had to take several steps just to find a product they may be looking for and once that product was located the purchase process was cumbersome. The redesigned site would need to allow for easy browsing of product lines and a clear and concise shopping experience in order to drive site conversion of users into customers.

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Mobile First, Responsive

It was extremely important to make the website mobile-friendly as many of their customers are on the run or traveling. Even with their large inventory of products and complicated filtering we were able to create a solid user experience on all devices.



Establishing the target, planning the journey

We first created new buyer personas for West Penn in order to clearly identify the types of users they were looking to attract to their website. This allowed for our designers to place a renewed emphasis on UX and how the different personas would navigate the variety of products on the website. Showcasing the proper wood species classifications and display of the different regions around the world West Penn offers products from was also of utmost importance.

Narrative & Tone

Speaking to their customers

Utilizing the updated personas we created, we crafted a new site narrative that speaks to West Penn’s extensive product line and their leadership position in the industry. Additionally, we presented clearer descriptions of the features and benefits of each product along with a focus on CTAs to enable customers to easily view products and make a purchase decision without having to make extra clicks.


Launch and Beyond

The new site is scheduled for launch March 2020. Check back for ongoing results.

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