Tractor Supply Company, Brentwood, Tennessee, United States: Tractor Supply Company Web Achievement

Written essay of up to 525 words

Total 453 words used.

The Tractor Supply Company (TSC) website, launched in 2014, has evolved significantly as the company's reach and business have grown rapidly. As the largest rural lifestyle retailer in the U.S., ranking 293 on the Fortune 500, TSC is dedicated to serving recreational farmers, ranchers, homeowners, gardeners, pet enthusiasts, and all those who enjoy living "Life Out Here." Our team members are renowned for delivering legendary service, helping customers pursue their passions and providing what they need anytime, anywhere, and in any way they choose. Consequently, TSC's most loyal customers now shop online, with recent enhancements driving the ecommerce business to over $1B in sales.

In 2024, the website attracted more than 380M visits and saw significant growth, with millions of sign-ups for the Neighbors Club loyalty program, now boasting over 38M members. This year, the website homepage, along with the global header, footer, and navigation, underwent a redesign. The focus was on addressing customer feedback and performance data to help customers find items that better fit their needs, thereby improving the page's selling ability and usability. The redesign incorporated new style guides, thematic sections, and better-organized content, creating awareness of our diverse product offerings. Results showed an 18% to 80% engagement increase in L1-L3 categories, a significant rise in loyalty club enrollments, an increase in top-of-funnel conversion rates, and a notable decrease in bounce rates.

New design standards were implemented to create better consistency and feel throughout the site. The product display pages were redesigned and streamlined, resulting in more visually pleasing pages that better match the customer shopping journey. Platform updates improved loading speed by 66%, helping customers find what they want faster. Additional enhancements included improved product content, with 30K more product images, 20K product videos, and hundreds of TSC expert shopping articles, buying guides, and videos. These enhancements mirror the best of the in-store experience of expert advice and legendary service in the online shopping experience. The impact is evident in the over-indexing of big-ticket items sold online.

With a diverse product assortment, it's important to use a test-and-learn approach. This year saw substantial growth in customer and A/B testing. One successful test led to the implementation of a streamlined single-page checkout, which boosted conversion rates, average order value, and revenue. The website also experienced continued growth in product subscriptions, BOPIS (Buy Online, Pick Up In Store) orders, and product expansion through our DoorDash partnership, helping us reach new customers. The TSC Retail Media Network thrived, with sponsored ad products on our website and app achieving record funding and vendor participation exceeding targets. The year-end acquisition of Allivet, an industry-leading online pet pharmacy, further strengthened TSC's foundation for growth, highlighting our achievements as an online retailer and company.