Embassy Gazette

Ultra Tune SA: A Case Study


Having created the original website for Ultra Tune SA over four years ago, The Digital Embassy was contacted to take the brand website to the next level. Incorporating responsive design and a revised look and feel, the new site, sitting on the DNN CMS platform, now delivers a fresh look and feel with the ability to tie into their greater offline brand collateral, enhanced functionality as well as improved booking and contact forms.

Ultra Tune is a car service franchise with a strong 30+ year history. Commencing operations in 1979 with a pilot store in Box Hill, Melbourne, Ultra Tune rapidly expanded and in 1982 the founder of the Company split the business into State organisations; (South Australia, Victoria, New South Wales and Queensland) which were purchased by local groups of franchisees in each State. Ultra Tune SA Pty Ltd is owned and operated by South Australians as are the various franchisees.




Ultra Tune SA first had their website developed by The Digital Embassy 4 years ago. The fast pace of technology has meant that the way people browse today is vastly different. The existing website has been optimised for 4x3 format desktops and is very compact with its design.

Currently 45% of all visitors to the Ultra Tune SA website are using mobile devices such as smart phones and tablets to access the website. The need for ensuring that Ultra Tune SA’s website is optimised for mobile has never been so critical.

Redesigning the website allows the delivery of a modern, up-to-date interface, with an improved user experience as well as incorporating new branding elements and video content. This ties in all of Ultra Tune SA’s marketing efforts across all mediums, both offline and digital, providing visitors with a connected, and memorable, experience.



Using detailed analytical information (including heat mapping) about the existing users of the Ultra Tune SA website, strategic design changes were created and implemented to minimise the bounce rate and ultimately increase the number of leads received, giving greater chance for conversion to sales.

Call to actions on landing pages were redesigned and moved to more prominent locations at the top of these pages for prominence and consistency with the greater site.

The site was given a greater ‘local focus’ with personalised franchisee landing pages and the introduction of key staff, local opening hours and contact details giving the user a positive rapport with their local service centre before their visit.

The Digital Embassy works with Ultra Tune SA as a key part of their long term digital marketing strategy, with Search Engine Optimisation (SEO) continuing increase their online visibility, driving more visitors and ultimately increasing online bookings. Read the full case study on how The Digital Embassy increased their organic traffic by 35.6% year-on-year here

Overall, the site now has a distinctive South Australian flavour and a personal touch giving the user a quick and easy understanding of where they can go quickly to get their car fixed or maintained.



“We are extremely pleased with the outcomes of working with The Digital Embassy. Our website was delivered on budget but far more importantly, meets our strategic goals and aligns to our overall brand. Happy to recommend The Digital Embassy to anyone looking to improve their digital footprint.”

- Tim Carracher – Owner, Ultratune (SA) Pty. Ltd.



Results based on date range May 28 - June 8, compared with same time frame last year.

Online conversions up 66.67%
Bounce rate down 25.92%

Results based on date range May 29 - July 20, comparing month before launch to month after launch.

Unique visitor page views up 86.46%
Average time on pages up 17.17%
Page entrances up 92.24%



  • Strategy
  • Creative design
  • User experience
  • Web development
  • Digital marketing



  • Search Engine Optimisation
  • Responsive Design
  • Microformats


The Digital Embassy

AuthorThe Digital Embassy

The Digital Embassy™ is a Multi-Award Winning, Australian Google and Microsoft Certified Partner transforming digital business.

PostedTuesday, 2 June 2015