Case Study: CarParts.com eliminates data blind spots

CarParts.com is a technology-driven eCommerce company transforming the way drivers shop for the parts they need. After being in business for over 25 years, they’ve focused and streamlined their efforts to build a seamless factory-to-consumer online shopping experience.

The Challenge

CarParts.com was looking for a solution that could speed up the identification, acceptance and resolution of site errors and usability issues in order to drive greater sales, conversion rates, and better customer experiences.

In addition, they had a goal of creating a more holistic customer experience program and wanted to find a solution that Product, Design, Q&A, and Customer Service could leverage.

The Solution

CarParts.com chose Auryc because it combines session replay, voice of customer (survey), and near real time interaction analytic technologies into a natively integrated customer experience management platform. CarParts.com can now deliver better customer experiences online, and offline where customer service representatives can see online customer behavior up to just before contact.

Simon Carpio, Vice President of Product Management at CarParts.com, explains, “We knew we had some blind spots in digital where we simply didn’t have visibility of the challenges that customers were having. Auryc solved that for us, and then some.”

“ We’ve eliminated our data analytic blind spots to such a significant degree that the cost savings we achieved from addressing issues uncovered by Auryc allowed the system to rapidly pay for itself. ”

- Simon Carpio, President of Product Management, CarParts.com

The Results

CarParts.com became the fastest growing auto parts site for 2020! According to SimilarWeb, the website grew 194% YoY and surpassed 4 competitors for overall site visitors.

Integrating with LiveChat

Auryc integrates seamlessly with CarParts.com’s livechat system, and because Auryc captures analytics and session recordings in near real time, customer service agents can now immediately see what customers were experiencing, adding valuable context that helped improve first contact resolution and dramatically increase NPS scores. CarParts.com increased its NPS score by 20 points and has quantified that integrating with Auryc led to a 15% increase in sales (or conversions) in the contact center.

Gaining Acceptance of CX and Technical Issues

Because Auryc combines VoC, Session Replay, and Interaction Analytics into a fully integrated ecosystem of CX metrics, CarParts.com was able to speed up the identification of site issues, speed up the acceptance of those issues, and speed up resolving those issues.

“We’ve eliminated our data analytic blind spots to such a significant degree that the cost savings we achieved from addressing issues uncovered by Auryc allowed the system to rapidly pay for itself.” says Simon Carpio, Vice President of Product Management at CarParts.com. “We used to get feedback about site issues, and then our site developers would struggle to recreate the problem. This is no longer an issue since every piece of feedback now also has an Auryc replay associated with it.”

Improving the Top Line and the Bottom Line

CarParts.com delivers great products at great prices, so margins are always tight and site problems (both technical and usability) can be extremely costly. Because Auryc captures 100% of the data without requiring multiple page or event tags, site issues can be identified and solved quickly and efficiently. “Auryc’s data is incredibly granular,” says Carpio, “which helps us to understand why customers are behaving the way they are quickly and efficiently. We save time and money identifying and reproducing issues, and are able to improve sales and conversions by removing technical and usability friction along the way.”

“ Auryc’s data is incredibly granular, which helps us to understand why customers are behaving the way they are quickly and efficiently. ”

From now on, CarParts.com is keeping their eye on the ball. “We know customers are free to purchase wherever they want, and that the reason they choose to purchase from us over and over again is because we’re focused on delivering world class customer experiences along with a wide selection and great prices. Auryc is a key part of our efforts and we’re thrilled to call them our partner.”