Caliber Case Study

Caliber decreases bounce rate and increases website traffic by replatforming multiple sites to dotCMS


Caliber, a multi-service automotive company, hosts their website on dotCMS to offer all its brands and services under one umbrella.

Transportation & Logistics

United States



Since 1997, Caliber has grown to 1,600 centers nationwide and features a full range of automotive services, including Caliber Collision, one of the nation’s largest auto collision repair provider across 41 states; Caliber Auto Care for mechanical repair and quick oil change services; and Caliber Auto Glass for glass repair and replacement.

Caliber went on a replatforming journey to migrate their four automotive brands and services into one central location, now hosted on dotCMS and implemented with creative digital agency Barbarian. Keeping the Caliber brand consistent across all four services, their new website offers simplified navigation and thoughtful wayfinding so customers can efficiently find their automotive services needs and nearby Caliber locations on one site.


Caliber offers four types of services to its customers: collision, auto care, auto glass, and fleet. All four services function independently from one another but are all under the Caliber brand. These services lived on four separate sites, creating customer confusion. Caliber needed to migrate all services to one site and one system while maintaining a consistent brand experience and providing customers ease of use.

Going to a body shop is intimidating, many of us have no idea what goes into fixing a car. This website makes it seem like a more comfortable situation: you are going to be taken care of- not condescended to - you can trust them.
Customer, at Caliber


Barbarian, a full-service creative digital agency, was brought in to rebrand, rethink, and replatform the Caliber web properties. Their approach was “to treat their digital site as one building, housing four different apartments inside.” Barbarian designed Caliber’s new look and feel with simplicity, empathy, familiarity, and adaptability top of mind. While all four brands may have a similar look and feel, each needed its own suite of features to solve a unique automotive problem for customers. Barbarian built the new website on dotCMS, which provided Caliber with the modularity, scalability, and security needed to manage their business for the foreseeable future.


Using dotCMS’s solution, Barbarian successfully built a website with a consistent brand experience, intentional navigation and UX, and better wayfinding. Caliber customers can now quickly find the automotive service they need and find the closest Caliber center near them, all on one site.

After launching the new website on dotCMS, Caliber experienced:

  • 252% increase in time spent on site
  • 28.2% decrease in bounce rate
  • 173% increase in pages viewed by session

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