A New Customer UX

Dead River Company enlisted us to rebuild the deadriver.com website, including the e-commerce functionality that was previously housed on a separate platform. The website required us to design dozens of user flows for complex online ordering scenarios based on different customer account

We also set out to drastically modernize and improve the user experience for becoming a customer and placing fuel orders, while providing flexible widgets for the content management of hundreds of pages on the site. The old website had an e-commerce set up through Google Analytics Universal but according to the client, this was inaccurate and not tracking transactions and user interactions correctly. They needed help to reset their entire analytics set up using Google Analytics 4.

The Dead River website is built on the latest Kentico platform and features seamless API integrations with a homegrown customer database and the Gravity Payments platform. The site responds to real time customer input, keeping data in sync between all systems. The site boasts a clean and vibrant design, prioritizing accessibility and UX, and saw hundreds of fuel orders placed online in the first week. In addition, we were able to successfully implement analytics tracking including an ecommerce set up in Google Analytics using Google Tag Manager to ensure all website interactions including add to carts, purchases, form fills were tracked.

We successfully implemented advanced analytics and eCommerce tracking for a non-traditional eCommerce platform in the fuel delivery sector. This solution now enables the client to gain actionable insights into critical user behaviors, including transaction details, fuel quantity selection, new customer sign-ups, and cart abandonment rates. By addressing the complexities of their unique website, we’ve equipped them with the tools to make informed, data-driven decisions to enhance business performance.