APR – Conversion Funnel Optimization
Improving the online purchase journey for tuning software customers
In a Nutshell
APR, a tuning software brand under Holley, wanted to improve its online sales conversion by optimizing the user journey on its website. Historically, APR’s products were sold primarily through dealerships, where experts guided customers in selecting and installing software for their vehicles. However, the company aimed to shift toward direct online sales, allowing customers to purchase and install tuning software at home.
Understanding the Problem
APR's existing online experience did not effectively support its goal of selling tuning software directly to customers. The product detail page, a key touchpoint in the user journey, failed to provide the necessary clarity and guidance, leading to customer frustration and abandoned purchases.
Key issues included:
Lack of product clarity – Many users, especially beginners, struggled to understand how tuning software worked and what benefits it provided.
Difficult compatibility checks – Customers found it challenging to determine if a specific tune was available for their car, causing uncertainty in the purchase process.
Limited online guidance – The company had historically relied on dealerships to explain and sell the product, leaving gaps in online self-service information.
As a result, APR’s website was not effectively converting visitors into customers, requiring a focused effort to improve the user journey and support its transition to direct-to-consumer sales.
Crafting the Solution
To address these challenges, my role, alongside a Lead UX Designer and a Project Manager at GlueIQ, was to analyze these issues and enhance the user journey, primarily by refining the Product Detail Page (PDP) to better communicate information and streamline the purchase process. Our approach focused on:
Clarifying product information – Making tuning software more understandable for both beginners and experienced users.
Simplifying compatibility checks – Helping users determine if a tune was available for their vehicle.
Optimizing the purchase flow – Improving the PDP to reduce friction in the buying process and support APR’s shift to direct online sales.
The project followed a structured UX process, beginning with research to understand user challenges and industry constraints. Insights from competitor analysis and client workshops shaped our strategy, leading to iterative design solutions. The process centered on refining key touchpoints, with a strong focus on the Product Detail Page (PDP) and overall user journey improvements to streamline the buying experience.
The biggest improvement was on the Product Detail Page (PDP), where we designed a configuration panel to simplify the tuning selection process. This panel dynamically adapted to different car models, ensuring that users saw the correct requirements, pricing, and upgrade options for their specific vehicle. The clearer structure made it easier for beginners to understand and experienced users to navigate efficiently.
Beyond the PDP, we improved the entire user journey, refining key touchpoints from homepage to checkout and the account dashboard. We also implemented:
A fully dynamic vehicle compatibility tool, allowing users to seamlessly check software availability for their car model.
An interactive map to help users locate nearby dealerships for installation support.
Expanded educational content, providing clear guidance to help users understand APR’s tuning software and confidently make a purchase.
These improvements significantly reduced friction in the buying process, making it easier for users to find the right product and complete their purchase with confidence.
Conclusions & Insights
Team Collaboration
Working with GlueIQ, the APR team, and internal stakeholders was an excellent opportunity to tackle a complex UX challenge in an e-commerce setting.
E-Commerce Optimization
This project reinforced the importance of guiding users through technical product purchases while reducing friction in the buying journey.
Industry Experience
The project allowed me to gain experience designing for the automotive aftermarket industry, adapting my UX skills to a highly technical product category.
