Alan's Factory Outlet

Context

Alan’s Factory Outlet, founded in 2003 in Luray, Virginia, is one of the top US sellers of metal garages and carports, sold online across the country. The purchase is unusual for e-commerce: a large, configured, made-to-order building, priced by size, roof style and colour, and delivered and installed on site. Its 3D builder is where that decision happens.

The work came through Toptal as a full-time conversion engagement that ran from late 2021 to early 2024. The brief was to come up with A/B test ideas, design them, set them up in the testing software and run them, alongside user research, user testing and landing pages. Rather than one big redesign, it ran as a steady stream of focused proposals, each shown as the live page next to a design concept at mobile and desktop widths.

Approach

Each proposal targeted one point where buyers hesitate:

• The builder itself: a fully immersive version, tabs inside the 3D widget, drag-and-drop openings and a comparison feature.
• Confidence before purchase: a testimonials module, a reworked reviews page and short explainer tooltips.
• Getting to a quote: contact and quote forms that ask for the building type and roof style up front.
• Checkout: a cart page redesign and an A/B test idea that puts the call to action in the spotlight.
• Mobile: an audit of the mobile experience, plus a “continue on desktop” path for configuring on a larger screen.

Solution

Show the price while they build, not after they ask.

Outcome

Over two years of continuous testing, the work lifted conversion by 36%. The approach that got there was steady rather than dramatic: one hesitation point at a time, each change designed against the live page and put to an A/B test.