A digital upgrade to Australia's leading premium automotive retail brand, using Optimizely CMS 12

Background

Founded in 1949, JAX Tyres & Auto is one of Australia’s most well respected and professional tyre and mechanical retailers, specializing in tyres, wheel, suspension, vehicle servicing and vehicle safety checks. The company operates through more than 90 stores in Australia. Monthly, it serves more than 60,000 customers and provides them with the best tyre brands, advice, service and price for cars and 4x4s. JAX Tyres & Auto is also at the forefront of tyre retailing technology, with transparent product and pricing information available on their website 24/7/365, which allows consumers to search for all their tyre and automotive maintenance needs from any location.

JAX Tyres & Auto: Adapting to new digital landscapes

JAX is driven by a mission to become Australia’s leading premium automotive brand by 2028. This has been the driving force behind the decision to upgrade to the latest version of Optimizely, CMS 12. With a unique and proven approach to operational consulting and implementation, Layercake was selected by JAX to ensure that they maintained a strong focus on customer-centricity and were at the forefront of market trends and technological advancements. By integrating Optimizely CMS 12, JAX established a solid foundation that allowed them to quickly adapt to new digital landscapes, continually enhance the customer experience and ensure sustainable growth.

Why JAX upgraded their existing website

To achieve JAX's vision of becoming Australia’s leading premium automotive retail brand by 2028, they recognised the need to upgrade their existing website. The primary goal was to enhance site performance, delivering a seamless and engaging user experience that would drive both customer satisfaction and revenue growth. This upgrade was essential to lay the foundation for and support the digital transformation JAX and the Layercake team have planned in 2025 and beyond. This upgrade was a key factor in positioning JAX as a leader in the digital space and ensuring the site remained adaptable to emerging technologies, evolving customer expectations and to secure a lasting competitive edge in the digital space.

Strategic objectives included

• Enhanced SEO Capabilities: Optimizing search engine performance to attract new customers and drive organic traffic.
• Increased web traffic and conversions: Boosting site visits and conversions by offering an improved user experience.
• Optimized website performance: Reducing load times, which in turn supports better customer engagement and retention.

Utilizing Optimizely’s CMS & Commerce: A robust framework capable of adapting to rapid advances in technology and changing market trends

As a long-time partner of JAX, Layercake was engaged to upgrade the existing website to the latest instance of Optimizely CMS and Commerce platforms. Layercake undertook detailed planning to ensure that Optimizely CMS V12 and Commerce V14 was seamlessly integrated into JAX's existing digital infrastructure. Extensive training was provided to the JAX team to ensure the transition to the new CMS and Commerce versions, was streamlined effectively.

The implementation of Optimizely CMS V12 and Commerce V14, provides JAX with a robust framework capable of adapting to rapid advances in technology and changing market trends.

The results? 

Upon engaging Layercake to upgrade to Optimizely CMS 12, JAX has transformed their digital landscape, driving positive impact across business performance, customer engagement and employee productivity.

Business performance

• Revenue growth: Year-to-date, JAX has seen a 20.6% increase in revenue, a testament to the project’s success in boosting conversions and sales.
• Improved organic reach: Since the upgrade, AX’s site’s SEO has strengthened, leading to higher search engine rankings and increased organic traffic.

Customer engagement

• Faster load times: Reduced load times have significantly improved click-through rates and reduced bounce rates, enhancing the user journey from browsing to purchasing.
• Enhanced sales funnel: Ensuring customers are easily streamlined through the buying funnel, to improve conversion rates and overall user satisfaction.

Employee productivity

• Enhanced editor experience: JAX’s editorial team reports a more intuitive and efficient content creation process. The new user interface has simplified navigation, allowing editors to focus on content strategy and engagement rather than platform intricacies.