WD-40 Website Rebrand

WD-40 set out to consolidate its three distinct websites, WD-40 Multi-Use, WD-40 Specialist, and WD-40 BIKE, into one cohesive digital experience that showcased the full suite of solutions under one unified brand. Each product line had previously lived on its own site, making management cumbersome and creating silos that limited cross-promotion. As a result, many customers only knew the product they already used and were unaware of the broader range WD-40 offered, leading to missed sales opportunities.

To solve this, behavior change was the key to creating an intelligent, user-centric website that dynamically adapts to each visitor. The site learns from user behavior and interests, tailoring content to meet their specific needs. Whether they’re a DIY enthusiast, a professional mechanic, or an avid cyclist, this personalized approach ensures that every user feels seen, supported, and guided toward the most relevant WD-40 products for their needs.

The impact was immediate and measurable. The unified site streamlined management for the client and delivered impressive engagement results: overall traffic increased by 17% since launch, returning visits rose 42%, and new visits grew 13%. Mobile traffic now represents 71% of total visits, a 48% year-over-year increase. Beyond the numbers, the redesigned experience keeps users engaged while providing WD-40 with valuable behavioral insights to inform future marketing and business strategies.