Based in Orange, California Orange Aluminum was started in 2006 with the vision of offering the industries most dynamic selection of stocked aluminum extrusions online, with no minimums, and unparralled customer support. Today, Orange Aluminum has evolved into one of the leading online destinations for aluminum extrusions.
When it came to time to launch a new website, Orange Aluminum approached SILK with a few very specific requirements that would help with their user experience and ultimately conversion. These features all required custom development.
One of the most obvious features, is the green highlighted text found throughout the site. When clicked on, a pop-up window appears displaying the definition of that particular word. The notion behind this functionality was to help educate the novice user on key industry terms. Thus providing them with the information needed to make an informed decision.
Another feature aimed at enhancing user experience and increasing conversion can be seen across all category pages. When a particular SKU is clicked on, a box containing following options appears: “Product View,” “Quick View,” Qty” and “Add to Cart.” The ability for users to select anyone of these options enables users to shop and purchase multiple items more efficiently.
To help with conversions, Orange Aluminum provides same day shipping services for local customers whose shipping address falls into a specific geographic location. SILK developers set this functionality up by using a rule based customization based off customer zip code. Customers whose zip code falls outside of this location would not be able to qualify for this shipping service.
Perhaps the most unique feature of the site can be seen through filtering options on the left side bar located on category pages. When a particular filter option is selected subsequent associated filter options are displayed.
After all of the required functionality was implemented the site was launched.