Case Study | Roush Performance - Replatforming to Shopify Plus Drives Fast Results — B2BEA

Case Study Overview

Challenge:

Roush Performance, a division of Roush Enterprises, designs, engineers, and manufactures completely assembled pre-titled vehicles, aftermarket performance parts, and superchargers for the global performance enthusiast market.

In 2023, the Roush Performance team decided it was time to move off their legacy Magento 1 website to an eCommerce platform that could better address their needs. One that wouldn’t require as much custom development, that easily handles security and PCI compliance, and that would provide opportunities for growth.

Solution:

With these goals in mind, the Human Element and Roush Performance teams selected Shopify Plus, a platform built for high-growth and high-volume sales. With deep expertise in both Magento and Shopify, the Human Element team easily migrated product data and content to the new platform. We also reconnected Roush Performance’s ERP and their CRM system, to ensure a seamless transition.

As a lifestyle brand, Roush Performance required a site that could support their branding goals, utilizing large images to convey their message and showcase products. Human Element created different product templates for vehicles, engines, and performance products that are easily replicated across categories, ensuring a consistent look and feel.

With Shopify Plus’ user-friendly admin, Roush Performance can now perform product and page updates quickly and easily with their own team, reducing the need for outside help. The platform also takes care of PCI compliance out-of-the-box. Updates are handled via the software as a service (SaaS) business model, which means fewer development services are required for maintenance and updates. Now, more time is dedicated to improving the customer experience, brand presentation, business strategy, and ultimately order conversion.

Lastly, as part of the implementation, Human Element was able to eliminate the reliance on third-party services for search and shipping, saving money and creating efficiencies in the system.

Results:

Not only did moving to Shopify Plus bring operational efficiencies to the Roush Performance team, it also had an immediate impact on sales. The new site design and simplified checkout process increased conversion rates, decreased abandoned carts, and fueled revenue growth.

When comparing equivalent timeframes one year apart, the data is impressive:

eCommerce revenue grew 172%
User conversion rate doubled
Transactions nearly doubled – 90% increase
User retention nearly tripled – 195% increase
Reduced cart abandonment by 50%

Future Enhancements:

Future plans for the site include incorporating more lifestyle content and branding, implementing business automation, and improving customer experience with site personalization and outreach.

“Human Element’s expertise in both Magento and Shopify made our replatform to Shopify Plus a breeze. And the results are astounding. Not only is our internal team more empowered to update the website with less outside help, but the sales results have been phenomenal.”

Jack Roush, Jr. – VP of Marketing, Roush Performance

Region

North America

Industry

Automotive & Spare Parts

Technology

(https://www.b2bea.org/directory/technology/shopify),

Services

Frontend Development, Platform Selection, Strategy & Consulting, UI/UX Design

Case Study | Roush Performance - Replatforming to Shopify Plus Drives Fast Results

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