B2B Ecommerce Conversion Audit for NCS Wash
Finding where buyers got stuck between the website and the store
TL;DR
- Problem
- NCS Wash’s online store worked, but it lived on a separate domain the main website barely pointed to.
- What we did
- We reviewed the buying journey against four competitors using the same criteria for messaging, lead capture, purchasing and measurement.
- Result
- A prioritized set of fixes for store discovery, lead capture and cross-site measurement, keeping the parts of the store that already worked.
- Industry
- Car wash equipment and B2B supply
- Timeline
- January 2026
- Engagement
- Client work for NCS Wash, delivered through Aux Insights
- Tools & channels
- GA4Competitor benchmarking
9+
Fields on the main contact form
A working store buyers had trouble finding
NCS Wash’s main website and online store lived on different domains. Buyers could browse prices and add products to the cart without logging in, but the main site gave them little direction to the store, and the contact form asked for a lot before anyone could get in touch.
Review the whole buying journey before recommending a rebuild
We reviewed NCS Wash and its competitors using the same criteria for messaging, lead capture, purchasing and measurement. Comparing the long contact form with a much shorter account registration kept the recommendations specific: improve store discovery and low-commitment lead capture, and keep the buying path that already worked.
What the audit found and what we recommended
| Finding | Evidence reviewed | Recommended action |
|---|---|---|
| The store was easy to miss | Separate domain and no main-site cart icon | Add a visible shopping action and store/cart links |
| Contact capture asked too much upfront | Nine-plus fields and fourteen interest checkboxes | Offer a short email signup alongside the detailed form |
| The cross-site journey was hard to measure | Disconnected brand-site and store reporting | Connect measurement across the domains |
| Some buying mechanics worked | Prices and cart available without login; four registration fields | Keep those paths |
A practical order of work
The team got specific changes to make before spending more on traffic, in the order that mattered most. The audit separated real barriers, in discovery and lead capture, from store functions that were already working, which kept a full rebuild off the table as the default answer.
How to read these numbers
This was a diagnostic. The engagement ended with the recommendations, so no post-change conversion lift is claimed.
Services used:Conversion optimization and testingCompetitive and market research
