Redesigning Motor Mecca’s eCommerce Experience

Company Overview

Motor Mecca has been a trusted name in outdoor power equipment in Toowoomba and the Darling Downs for over 40 years. Locally owned and operated by Nathan Wessling, the business employs 16 staff across its sales, spare parts, and service departments.

As an authorised distributor, Motor Mecca offers a wide range of reputable brands, including:

• Stihl Power Products
  
  
• Honda Power Equipment
  
  
• Toro Zero Turn Mowers
  
  
• Walker and Ferris Ride-On Mowers
  
  
• Honda and Gentech Portable Generators
  
  
• Victa and Masport Lawn Mowers
  
  
• Cub Cadet and Rover Ride-On Mowers
  
  

In 2020, the acquisition of Downs Mower Centre allowed Motor Mecca to consolidate operations at its main location at 330 Anzac Avenue. To support growth and regional coverage, a second store was opened in August 2023, targeting customers on the north side of Toowoomba.

Redesign Objectives

The primary goal of the redesign was to modernise the site and address several user experience issues that were affecting engagement and conversion.

Key Updates and Improvements:

• New Template: The website’s design and template needed a simpler but more detailed design that makes it easier for customers to find the products that they are looking for. The previous design was created in-house and this time the team decided to use the experience of the Web Ninja team by implementing a Web Ninja design with customisations to meet their branding requirements.
• Search Field Visibility:
  Customers previously had difficulty finding the search bar. It was moved to the top header, significantly improving visibility and usability.
  
  
• New Look Category Menu:
  The homepage previously featured a "Make & Model" lookup tool which had low engagement. To reduce clutter and improve performance, it was removed and replaced with a full page mega category menu making it easy to navigate through the product range.
  
  
• Brand-Centric Navigation:
  As many customers are brand-loyal, seven of the most popular brand logos were added to the homepage. These now serve as direct links to relevant product listings, streamlining the browsing experience.

Prior to the redesign, the homepage looked like this:

• Homepage Layout:
  The old homepage layout lacked clarity. A new design using a standard Web Ninja’s standard template was applied and customised, improving structure and flow.

• Updated Category Dropdown Menu:
  The original dropdown menu was visually outdated. A new mega menu was implemented, offering a cleaner design and more intuitive navigation:

Before: Basic text list

After: Organised, visually segmented categories with better accessibility.

Product Page Enhancements

Before:

• Limited detail presentation
  
  
• Cluttered layout

After:

• Clear display of stock availability across the three store locations. This update was applied due to the fact that many customers visit the stores to buy larger items such as ATVs and utility vehicles.

• Content organised into tabs:
  
  
1. Description
2. Specifications
3. PDF Downloads

These changes enhanced product comprehension and helped reduce customer pre-purchase queries.

Checkout Updates

To better support customer needs and local delivery logistics, the checkout process was updated:

• New shipping methods added to support pick-up and bulky item delivery.
  
  
• Afterpay integrated as a flexible payment option, complementing existing ZipPay.
  
  

Homepage – Shop by Brand

A prominent “Shop by Brand” section was introduced on the homepage to highlight the most recognised manufacturers and align with how customers prefer to browse. This intuitive layout provides fast, frictionless access to product categories via clickable logos.

Summary of Key Changes

Expected Impact

While ongoing analytics will confirm the full impact, the redesign is expected to deliver:

• Improved Product Discoverability
  Customers can now find products more easily through a visible search bar, brand-based navigation, and structured categories.
  
  
• Higher Customer Satisfaction
  A cleaner layout and intuitive design enhance the overall shopping experience and meet user expectations.
  
  
• Reduced Friction at Checkout
  Flexible payment and delivery options make it easier for customers to complete purchases, especially for larger items.
  
  
• Increased Online Conversion Rates
  Simplified navigation and clearer product information support a smoother path to purchase and higher conversion potential.
  
  
• Lower Pre-Purchase Enquiries and Support Requests
  More detailed product pages reduce the need for customer queries and free up staff time.
  
  
• Better Alignment with Customer Behaviour
  The homepage now reflects how customers prefer to shop, with prominent brand navigation driving faster decision-making.
  
  
• Strengthened Digital Presence in Regional Markets
  The redesigned site supports business growth and delivers a consistent experience across Motor Mecca’s expanding footprint.

Conclusion

The Motor Mecca website redesign delivered a cleaner, more user-focused experience that aligns with how customers shop. It removes friction in navigation and checkout, reduces support requests, and supports regional growth through scalable design. 

With improved structure and brand visibility, the site now better converts visitors and strengthens Motor Mecca’s position in the power equipment market.