E-COMMERCE Case Study

Branick Industries

When global tire-equipment leader Branick needed to create an online sales platform, it tapped Onsharp to revamp its website for modern e-commerce activity.

Jake Dahl interviews Chris Lein of Branick about their e-commerce project.

Background

Transforming an outdated website to match Branick’s innovative product line.

Branick Industries knew its outdated website was holding back business growth. According to Chris Lein, Marketing & Media Coordinator, the site wasn’t suited for modern e-commerce. “The website was static and really unorganized. It either lacked important content or had too much that was unnecessary. It was almost nonfunctional.”

The site’s poor user experience (UX) drove potential customers to competitors, impacting both sales and brand perception. Branick needed an e-commerce platform that reflected the quality of its products and set clear objectives for a technology partner:

Simplified Content: Organize content to be easy to find and navigate
Custom Product Pages: Enable tailored layouts and functionality
User-Friendly Backend: Ensure Branick employees can manage the site efficiently
Efficient Timeline: Deliver quickly without sacrificing quality

Chris engaged several local firms but found Onsharp’s responsiveness and comprehensive discovery process to be unmatched. “I didn’t feel with other companies that I was going to end up with what I needed. Onsharp made me very comfortable that they would do what we wanted in the long run,” Chris shared.

Crafting a Custom E-Commerce Platform

Customizing a robust e-commerce platform to meet Branick’s unique needs.

Onsharp’s e-commerce experts quickly identified that Branick’s outdated website required a complete rebuild to support its inventory of over 40 products and integrate essential features like online payment processing. Based on Branick’s specifications, Onsharp recommended WordPress, paired with WooCommerce, as the ideal solution due to its:

Customizable Templates: Offering flexibility to match Branick’s specific needs
User-Friendly Design: Enabling nontechnical users to make updates easily
Reliable E-commerce Capabilities: Providing seamless online sales functionality

While Onsharp focused on overall site design, Branick supplied brand assets and content, with a clear vision for the layout and placement of key elements like the shopping cart, shipping terms, and “related products” sections. Standard WooCommerce functionality couldn’t accommodate all of these preferences, but Onsharp’s team upheld their “anything is possible” approach, using custom coding to meet each request.

“There were at least two or three times where I said, ‘I want something like this.’ They said it was never done before, let us look into it. They found an answer every time,” Chris shared, impressed by their commitment and ingenuity.

Solution Overview

Creating a seamless e-commerce experience tailored to Branick’s needs.

Onsharp delivered a fully reimagined website that met Branick’s vision for functionality, usability, and ease of updates.

“The functionality, updatability, and usability of the site were well thought through,” noted Chris Lein, Marketing & Media Coordinator.

A restructured sitemap and streamlined homepage improved user experience, allowing visitors to navigate easily. Enhanced filter and sorting options on product pages simplified browsing, while detailed product pages offered descriptions, spec sheets, and demo videos. Onsharp’s setup allowed Branick to effortlessly duplicate pages for new products.

Results

Elevating user experience and brand perception.

“I’ve had comments from everyone I work with and from multiple customers saying how much better the site is than what we had,” shared Chris Lein, Branick’s Marketing & Media Coordinator.

Branick’s new site now delivers a best-in-class user experience, aligning with the company’s reputation for innovation. Customers enjoy a seamless, modern platform, while employees easily manage day-to-day e-commerce tasks. Key performance metrics reflect this transformation:

+53% users and +56% new users
+50% user sessions with traffic increases from all sources:
- +15% organic search
- +64% social
- +102% direct
- +448% referral

Business Impact

Driving revenue growth and operational efficiency.

The enhanced website has had a direct impact on Branick’s bottom line:

Increased revenue and online sales, with a 750% rise in the second half of year one
Higher online margins—nearly double those from traditional distributor sales
Boosted offline productivity by reducing customer phone inquiries
Lower overhead costs by enabling in-house site management without external developer support
A “future-proofed” platform built to avoid major updates every 2–3 years

The project, completed in nearly half the typical timeline, resulted in a fully customized solution. Branick continues to rely on Onsharp for ongoing support and has since engaged them for additional projects, including the redevelopment of Safety Seal’s website.