Jeep People Laptop Hp3919

Jeep People drives triple its revenue with BigCommerce at the wheel

How the aftermarket parts store increased its average order value by 30% and doubled site visitor time after migrating from Shopify


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The Jeep People success story

Taylor Pierce knew he wanted to work in the tech industry. After stints at several startups and  Fortune 100 companies – including Google and Apple — he accumulated a wealth of knowledge about developing and launching products. However, after years of ‘big company’ structure, Pierce found it increasingly difficult to ignore his entrepreneurial spirit which was pulling him towards a different passion — Jeeps.

Outside of work, Taylor and his closest friends were immersed in Jeep culture. When new, aftermarket Jeep parts were released, Taylor spent hours immersing himself in product details, exploring every aspect of design, pricing, and value. In the process of researching various aftermarket parts, Taylor noticed that majority of high-volume retailers weren’t innovating and provided a lackluster customer experience.

Taylor and his eventual co-founder, Matt Druey, steadily developed a plan to provide a differentiated shopping experience to a new generation of Jeep enthusiasts already active on social platforms like Facebook and Instagram. In November 2016, the founders officially launched Jeep People, rapidly amassing a following of more than 500k followers. By the end of December, Taylor hung up his software day job for good. Today, Jeep People is Taylor’s two passions perfectly blended — tech disruptor meets Jeep enthusiast.



Platform migration spurs growth

As told to BigCommerce by Taylor Pierce, Co-Owner, jeeppeople.com

We started Jeep People on Shopify and grew really quickly over that first year. Shopify was a decent fit when the company was relatively small and didn't have a lot of SKUs and product variants. However, as we scaled, we began running into product limitations, and the hacks we were forced to use became very convoluted. It was difficult for us to figure out how to get the layouts and the product options that we wanted. After a few months, it was clear we needed a better category system and more robust features to continue growing our ecommerce store.

Some of our problems seemed minimal at the time, but as we started doubling the number of orders we were doing, the headaches we were dealing with compounded. A lot of things that seem minor when you are just starting out then become major issues as you grow, which is why having a platform that can scale with you is so important.

Increasing efficiency and uptime

As told to BigCommerce by Taylor Pierce, Co-Owner, jeeppeople.com

When we first evaluated BigCommerce, we weren’t very motivated to make a change. But after demoing the platform and seeing the capabilities, I grabbed my business partner and we started outlining the various problems that a migration could help address.

Around this time, we also were dealing with intermittent downtime on our old platform where, about once a week, our customers wouldn’t be able to transact on the site for a few minutes or up to an hour. This was a huge concern to us and translated to thousands of dollars of lost revenue for our company.

Between the efficiency gains and a strong increase in revenue from improved uptime, we were confident moving to BigCommerce was going to provide great ROI.



Simplified B2B selling boosts conversions

As told to BigCommerce by Taylor Pierce, Co-Owner, jeeppeople.com

One of our major pain points with our previous platform was coupon codes. We do a lot of complex discounting — particularly for our wholesale customers — with some products getting discounted more and others less, and the platform fundamentally wasn’t able to support the use cases we had in mind, which meant we had to compromise.

We don’t sell products at the same margin throughout our stock, so what we ended up having to do was have our dealers email us a list of what they needed and then we would send them an invoice and handle it that way. The system was very manual and time-consuming. Any time you add more steps to a process, you lose conversions.

Now on BigCommerce, our dealers and wholesalers can simply log into our store, access custom pricing that has been tailored specifically for them and order right through the site. It’s essentially a B2C shopping experience for a B2B customer, which they love. We simply couldn’t do this with our previous platform.



Embedding user-generated content with Rivet Works

As told to BigCommerce by Taylor Pierce, Co-Owner, jeeppeople.com

One of the apps we really like is a user-generated content app called Rivet Works. It's really helpful for potential customers to be able to visualize specific parts on specific Jeeps. At this point, we've received thousands upon thousands of user submissions through Rivet Works. Now, somebody can see the blue Jeep they have, which also has the headlights or bumper or whatever part they want. It's a great tool that contributes positively to the path to purchase.



Ecommerce experts, Cart Designers deliver

As told to BigCommerce by Taylor Pierce, Co-Owner, jeeppeople.com

We worked with Cart Designers in Austin to build our BigCommerce store, and I can't speak highly enough about their work and approach. Our site went from incredibly mediocre to incredibly professional, and the team at Cart Designers really knocked that out of the park.

Since the migration and redesign, they also continue to help us with growth-driven design. Every couple of months, we go through a design cycle of implementing new features and testing incremental changes informed by customer feedback and our store analytics.

We like that BigCommerce enables us to continue evolving our site over time, rather than needing to budget and execute a major redesign every two years or so in order to stay current. That’s been one of the really cool things Cart Designers does for us that I haven't previously experienced with other design companies we've worked with in the past.



We like that BigCommerce enables us to continue evolving our site over time, rather than needing to budget and execute a major redesign every two years or so in order to stay current. That’s been one of the really cool things Cart Designers does for us that I haven't previously experienced with other design companies we've worked with in the past.
Taylor Pierce, Co-Owner, jeeppeople.com
After we switched to BigCommerce, our conversion rate went through the roof and our revenue tripled in a little more than a year. Our average order value also went up about 30%, and time spent on our site has increased by 50%.
Taylor Pierce, Co-Owner, jeeppeople.com
Jeep People Ipad3919

Revenue and conversion rate skyrocket

As told to BigCommerce by Taylor Pierce, Co-Owner, jeeppeople.com

We had crossed the seven-figure mark when we made the move from Shopify to BigCommerce in August 2017.

After we switched to BigCommerce, our conversion rate went through the roof and our revenue tripled in a little more than a year. Our average order value also went up about 30%, and time spent on our site has increased by 50%. Our SEO has also improved dramatically since migrating, and now we’re ranking much higher than we ever were before.

Switching to BigCommerce, we also saw immediate benefits from no longer having to pay transaction fees.



Separating from the pack

As told to BigCommerce by Taylor Pierce, Co-Owner, jeeppeople.com

Buyers are very well-informed. They expect well-designed sites with quick loading speeds. As an e-commerce business, you’ve got to look like a multimillion-dollar business right out of the gate. The advice I give other store owners is to not come out looking like a generic drop-ship store. Your website is a direct reflection of your business, and that’s where BigCommerce has helped set us apart.

Now on BigCommerce, our dealers and wholesalers can simply log into our store, access custom pricing that has been tailored specifically for them and order right through the site. It’s essentially a B2C shopping experience for a B2B customer, which they love. We simply couldn’t do this with our previous platform.

Taylor Pierce, Co-Owner, jeeppeople.com

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