The Office Oasis’ redesign that helped them combat Amazon competitors and drive a 62% increase in mobile conversions

The Office Oasis, the original creator of the rollerblade office chair wheel, once dominated Amazon with their flagship product. Faced with increased competition, they partnered with Fuel Made to revamp their website and build a strategy around owned marketing channels.

  • +59% desktop conversion rate
  • +62% mobile conversion rate
  • +47% improvement in Google Page Speed
Woman wearing glasses working on a laptop at a desk with a tape dispenser and green plants in the background
Client The Office Oasis
Industry Home & Interiors
Website theofficeoasis.com

Fuel Made's Role

  • UX Design
  • Custom Development
  • Ecommerce Strategy
  • Experience Optimization
  • CRO
  • List Growth
  • Full Service Email Marketing
Two pages from The Office Oasis website redesign: the homepage with a modern office setup and marketing copy promoting functional chairs, and a product page highlighting rollerblade wheels and a feel-good office vibe. Optimized site design

The challenge

Amazon competition and copycat products

As imitators flooded the marketplace, The Office Oasis needed a better way to communicate with customers about what makes their products different.

Underutilized owned channels

Most customers were only discovering their rollerblade wheels through Amazon or search, missing out on their full product line.

Low mobile conversion rate

We needed to make the mobile experience more seamless from discovery to conversion.

Screenshot of The Office Oasis website's value propositions section, showing office furniture images above icons and text describing the feel-good guarantee, including free shipping, damage-free delivery, free returns, and 10,000+ five-star reviews. Value props & differentiators
Having our website completely redesigned and launched gives us a place to send customers that we truly feel proud of… You have been hands-down the best agency I've ever worked with.
Kevin Lehoe Co-owner

our approach

Strategic homepage and upselling

Knowing that the rollerblade wheels are the most popular product, we designed their new homepage to lead with the wheels as the hero product. From there, we capitalize on that traffic to drive users toward complementary items that have a higher ticket price, such as office chairs and monitor stands.

Clear brand differentiation

Since there are so many copycat brands, we made sure the new site highlights how The Office Oasis stands apart from competitors. We focused on differentiators like their product quality, stellar customer service, and “feel-good guarantee.”

Page speed and omnichannel experience

We reduced page load times and bounce rate on both mobile and desktop. This allowed The Office Oasis to capture more visitors, engage with them across more channels like email, and share the true feeling of the brand’s purpose to develop stronger customer relationships.

Results

  • +59% Desktop conversion rate
  • +62% Mobile conversion rate
  • +47% Google Page Speed
  • +57% New visitor CvR
Email from The Office Oasis with a founder’s message describing the company's mission to help professionals thrive at their desks, including contact information and a drawing of an office desk at the bottom. Omnichannel experience
Email by Fuel Made for Rollerblade Office Chair Wheels with a woman using a chair. Improved email marketing

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