Case study
Avida RV
A national manufacturer, a website rebuilt for the way people actually shop for a motorhome, and twelve months of data to show it worked.
Web DesignWordPressMotorhome manufacturer, national
Results at a glance
Same visitors, far fewer of them leaving
A manufacturer with a website that was losing people on phones
Avida has been building motorhomes, campervans and caravans in Western Sydney since 1965. It is family owned, sells through a national dealer network, and for most buyers the website is the first place they go to compare models, download a brochure and work out which dealer to visit.
That made the website an unusual kind of problem. Traffic was never the issue, because Avida runs its own search and advertising and hundreds of thousands of people were already arriving every year. The issue was what happened once they landed.
In the twelve months before the redesign, 62% of visits came from a phone, and 39% of those visits ended without the visitor doing anything at all. On a desktop the old site held people reasonably well, but on a phone it did not, and phones were where most of the traffic was.
The brief was to rebuild avidarv.com.au so that it worked as well on a phone as it did on a desktop, gave people the information they needed to choose a model without hunting for it, and made the next step obvious at every point.
The approach
What we built
The new site launched on 19 December 2024. It is a WordPress build, designed around the way people research a vehicle that costs as much as a house deposit.
Home page on desktop. Brochure, dealer, price and call are one click away on every page.
The same bar on a phone.
A model page on a phone: gallery, floorplan, specs and 360 tour in one tab bar.
The floorplan tab on a phone, with the 3D tour one tap away.
The compare tool, lining up the specifications for four models side by side, so a buyer can narrow the choice without leaving the site.Avida’s traffic grew over the same period. Some of that came from Avida’s own search and advertising work, some from new model launches, and none of it is ours to claim. So the traffic growth has been left out of this case study entirely.
Everything here is measured per visit, or on a page that existed in both years. If 100 people arrive and 64 of them do something, the engagement rate is 64%. If the site gets better at holding people, that number goes up whether traffic doubles or halves. That is the number a redesign can fairly claim.
The comparison is the twelve months before launch, 19 December 2023 to 18 December 2024, against the twelve months after, 19 December 2024 to 18 December 2025, from Avida’s own Google Analytics, main domain only.
The results
The site holds people far better than it used to
| Measure | Twelve months before | Twelve months after | Change |
|---|---|---|---|
| Visits | 358,754 | 646,358 | not claimed |
| Engagement rate | 64.0% | 74.5% | +10.5 points |
| Visits that bounced | 36.0% | 25.5% | 29% fewer |
| Average time on site | 3 min 05 s | 3 min 22 s | +9% |
Google counts a visit as engaged if the person stays more than ten seconds, views a second page or completes an action. On the old site, one visit in three was over before it started. Now it is one in four.
Mobile is where the redesign earned its keep
Visitor engagement by device, before and after the rebuild
Share of visits where the person stayed, viewed more or took an action. Higher is better.
| Device | Engagement before | Engagement after | Change | Visits ending immediately |
|---|---|---|---|---|
| Mobile | 60.9% | 75.0% | +14.1 points | 39.1% to 25.0% |
| Tablet | 60.0% | 75.7% | +15.6 points | 40.0% to 24.3% |
| Desktop | 70.6% | 71.5% | +0.9 points | 29.4% to 28.5% |
Desktop barely moved, and that is the point. The old site already worked at a desk. The gain came almost entirely from phones and tablets, where the old site was losing people and where two thirds of Avida’s visitors are.
The improvement holds for people who arrive from Google
Visitors from organic search are the fairest test, because they arrive with intent and are not affected by how an advertising campaign is targeted. In the twelve months before the redesign, 73.0% of organic search visits were engaged. In the twelve months after, 79.5% were, and they stayed an average of 4 min 20 s.
Every quarter was better than the same quarter the year before
| Calendar quarter | Old site, 2024 | New site, 2025 | Change |
|---|---|---|---|
| January to March | 64.9% | 76.1% | +11.1 points |
| April to June | 62.3% | 74.7% | +12.4 points |
| July to September | 62.3% | 72.4% | +10.0 points |
| October to December | 64.6% | 67.8% | +3.2 points |
By calendar quarter. The last quarter of 2025 coincided with a change in Avida’s advertising mix, which is why that gap is smaller.
Page by page
Every model page improved
These are the model pages that existed under the same address in both years, so the comparison is like for like. Engagement rate is the share of visits landing on that page that stayed, viewed more or took an action.
| Model page | Before | After | Change |
|---|---|---|---|
| Diversion | 57.6% | 78.4% | +20.8 points |
| Longreach | 57.4% | 73.2% | +15.8 points |
| Leura | 58.2% | 73.6% | +15.4 points |
| Escape | 66.2% | 80.2% | +14.0 points |
| Fremantle | 57.6% | 69.4% | +11.8 points |
| Birdsville | 62.6% | 73.1% | +10.5 points |
| Esperance | 59.5% | 67.8% | +8.3 points |
Across the six busiest model pages, engagement is up 14.1 points on average. The Diversion, which was the most visited model page on the old site, went from losing four visitors in ten to keeping nearly eight in ten.
The buying tools stopped being dead ends
| Page | Before | After | Change |
|---|---|---|---|
| Buyers guide | 37.7% | 59.1% | +21.4 points |
| Brochures | 46.3% | 60.2% | +13.9 points |
| Pricing | 43.8% | 53.5% | +9.8 points |
| Dealers | 57.4% | 64.8% | +7.4 points |
| Motorhomes range page | 78.8% | 88.3% | +9.5 points |
| Home page | 73.2% | 77.4% | +4.2 points |
The buyers guide is the standout. On the old site, more than six visitors in ten who landed on it left straight away. It now keeps six in ten.
Engagement rates are from Avida’s Google Analytics for the twelve months before and after 19 December 2024, for visits landing on each page. New models released with or after the new site are not compared because there is no before figure.
In Avida’s words
What Avida says
Google review"With our regular meetings and communication, the brief was met, and our team was very pleased with the outcome. We love our new corporate website."
Google review"We had the absolute pleasure of working with Jordan and Simone from JS Website Designs on our website redesign, and we couldn’t be happier with the results! From start to finish, the process was seamless, professional, and stress-free. We are also continuing to work with them on rolling out our dealer websites, and their ongoing support and expertise have been invaluable."
Avida RV, five star Google review, March 2025Why it worked
What made the difference
Three things, and none of them are complicated.
Traffic was never Avida’s problem, so we did not claim it. We measured the one thing a redesign controls, which is what happens after someone arrives.
Next step
Is your website losing people on their phones?
Most business owners look at their website on a desktop. Most of their customers do not.
We will look at how your website performs on a phone, what your visitors actually do once they land, and where they leave. Then we will tell you plainly what it is costing you and what to fix first.