Client: Gaither Tool
Industry: Automotive & Industrial Equipment Manufacturing
Products: Tire & Wheel Service Tools & Equipment
Agency: Blayzer Digital
Platform: BigCommerce
Performance Highlights
Here’s how Gaither Tool’s ecommerce performance changed in the first 90 days after launch:
Gaither Tool:
Changing the Way the World Changes Tires.
Gaither Tool is a long-established manufacturer of professional tire and wheel service equipment used in shops, fleets, and industrial service environments around the world. They’ve built their reputation on quality engineering, durability, and tools that solve real problems in the field.
Their customers rely on good information. They want clear specs, documentation, and confidence they’re buying the right tool for the job. Over time, Gaither had also built up a growing library of educational content, videos, and resources to support how their products are used and maintained.
As Gaither’s product catalog and business continued to grow, their website started to feel the strain. The site was running on WooCommerce and had been built up over many years. Navigation became harder to follow. Technical resources were scattered. And from the inside, managing products and content took more time and effort than it should have. At the same time, the site no longer matched how customers actually research and evaluate equipment before they buy.
That’s when Gaither brought Blayzer Digital in to help rethink the platform and build something that could support the business for the long haul. We met up at the SEMA show, hit it off, and began working together on a plan to modernize their ecommerce operation.
The Business Problem
Gaither didn’t just need a new website. They needed a better system.
They wanted to drive more direct-to-customer sales while still supporting B2B buyers. They wanted the site to become a true hub for education, training, and product knowledge. And they wanted ecommerce, content, SEO, and video to work together instead of living in separate silos.
Their existing WooCommerce site was generating sales, but it was becoming harder to manage, harder to scale, and harder to improve. With a catalog of about 70 SKUs with attributes and a growing amount of content, the platform was starting to get in the way instead of helping.
They needed a modern ecommerce platform that could support both sales and education, while giving their internal team something easier to work with day to day.
Platform Strategy & Project Planning
We started by getting clear on what Gaither actually wanted the site to become, not just what it looked like.
The goals were straightforward:
Based on those needs, BigCommerce was the right fit. It gave Gaither a modern ecommerce platform that could handle their catalog, perform well, and scale over time without the overhead and maintenance burden they were feeling with WooCommerce.
From there, we focused on rebuilding the site’s structure around how it’s actually used:
What We Built
BigCommerce Platform Implementation & Migration from WooCommerce
We implemented BigCommerce as Gaither’s new ecommerce platform and handled the full migration from WooCommerce. That included:
Theme
Implementation and customization
Product and category
Migration
Customer and historical order
Imports
Payment
processing, shipping, and tax setup
Supporting Apps
and system configuration
301
redirects
The goal was a smooth transition with no disruption to the business. Gaither moved to the new platform without missing a beat and kept selling throughout the process.
Rebuilding Product Discovery, Navigation & Buying Experience
We reworked the navigation, category structure, and product pages around how professional buyers actually shop and research equipment.
The new experience makes it easier to:
- Browse and discover products
- Find specs, manuals, and documentation
- Compare options and share information internally
We also refreshed the visual design to better reflect the professionalism and credibility of the Gaither brand.
Turning the Site into a Better Education & Content Hub
For Gaither, content and education are part of the product.
As part of the rebuild, schematics, documents, resources, videos, and product registration were brought into a more structured and consistent system. The site is now much better suited to support training, education, and product understanding, not just transactions.
Customers can find what they need faster, and the internal team has a much easier time managing and expanding the content library.
Search, Analytics & Marketing Readiness
We also made sure the foundation was in place for growth.
Analytics and search tools were set up, page structures were cleaned up, and images and metadata were optimized. This gave Gaither clear visibility into performance and a strong base for ongoing SEO and digital marketing work.
Enabling On-Site Sales at Trade Shows & Events
One of the early wins came at SEMA.
Gaither used the new site to take orders directly from the show floor using iPads, processing sales live through BigCommerce instead of collecting paperwork and following up later.
That turned the website into a real sales tool, not just a marketing site. Orders were captured while interest was high, and post-show follow-up became much simpler. For the Gaither team, this was a clear sign that the new platform was already supporting real-world selling, not just online transactions.
The Impact:
Scalable Growth Through Ecommerce & SEO
In the first three months after launch, the new platform delivered clear improvements across the board.
- Total users grew by 31%, and new users were up nearly 30%. Overall site traffic increased as well.
- More importantly, the site started converting better. Purchases increased by 68%, and overall purchase rate improved by 48%.
- Organic search performance also improved in a big way. Even with slightly fewer organic users, organic purchases increased by 90% and organic conversion rate jumped by 134%. In other words, the right people were finding the site, and more of them were buying.
All of that added up to a 24% increase in revenue in the first 90 days.
The Outcome:
A Platform & Partnership Built for Growth
Gaither Tool now has a modern BigCommerce ecommerce platform that supports both their sales goals and their education strategy. The site is easier for customers to use, easier for the team to manage, and better positioned for long-term growth.
This wasn’t just a platform switch from WooCommerce to BigCommerce. It was the start of an ongoing growth plan. Based on the early results, Gaither is continuing their partnership with Blayzer on a new SEO project.
Your Automotive Industrial Ecommerce Success Story Starts Here.
Our work with Gaither Tool shows what can happen when ecommerce strategy, design, development, and SEO are aligned around real business goals.
If you’re an automotive or industrial manufacturer thinking about rebuilding your ecommerce site, moving off WooCommerce, or upgrading to BigCommerce, we’d love to talk. Blayzer helps companies like yours build scalable platforms that don’t just look better, they work better and drive real business results.