Ecommerce migration - Magento 1.9 to Shopify

Completed in April, 2020

Project Overview

Herd & Cobra Sport bespoke Shopify migration supercharges B2B/B2C sales of performance exhausts Worldwide

The Cobra Sport website serves a diverse demographic in the B2B and B2C sectors. The new site rises to the challenge and satisfies each audience through the use of creativity on the front-end site, and innovative solutions behind the scenes for trade and wholesale customers.

Following a successful website redesign project and migration from Magento to Shopify, Cobra Sport have seen significant performance gains across the board. Ecommerce sales and revenue have increased, product return rates have reduced (people are finding the right product first time), and organic search visibility is growing. Direct B2C consumers are also increasing – an area where Cobra were keen take more market share.

This resonates with Herd’s mission – Growing Shopify Giants from the brands that we partner with. This is the very reason Cobra have chosen to work with Herd as their marketing partner & technical Shopify Expert.

Visit website
Cobra Sport
Theme design and build
Custom app integration
Paid Search


A selection of key statistics from this project

Revenue increase

Conversion rate increase

Page speed increase

AOV increase

The Brief

Increase ecommerce revenue and generate more B2B/B2C leads. To achieve this a migration to a platform that was more in keeping with their fast-paced business and would enable them to make in-house changes at speed.

A pain point across the sector is the fact that there’s a vast number of make, model and derivative combinations. Finding the right exhaust kit to fit your vehicle was previously long-winded. The process was prone to increased product return rates and higher levels of support calls requesting help to find the right product before conversion. Simplifying the process of finding the right exhaust would be a key to make the new website truly "self-service".

Cobra Sport needed help build to out their proposition online and provide a better solution for their customers. Typically, customers wanted an exhaust that was lighter and sounded better, so it was vital to incorporate new features to emphasise these USPs.

Key Objectives

  • Seamless migration from Magento to Shopify mitigating any performance decline
  • Data migration from Magento to Shopify maintaining all customer records to ensure repeat purchases
  • Improving organic search performance
  • Traffic uplift to the UK and overseas territories to increase B2B/B2C sales
  • Improve user experience and simplifying the user journey making is easier to find the right exhaust reducing return rates and enquiries

How we did it

Our team created a bespoke Shopify website using all of our high performance SEO friendly code.

The team at Herd went above and beyond during the build process, the level of skill has been unmistakable throughout the project and the final product is beyond our expectations. Herd have proved to be an honest and reliable digital partner and we look forward to continuing our partnership on phase 2 of our marketing plans.

Nick Cockman, Marketing Manager, Cobra Sport

Project highlights

Data Migration from Magento

Custom scripts to facilitate migration of all data, ensuring optimisation and integration with the new platform (front-end content / back-office customer records)

Full site re-design

Integration of an extensive top level mega drop down – make/model for all products

Custom Shopify filtering

Custom Shopify filtering on product listing pages. Shopify does not offer filtering of PLP’s out-of-the-box. Meta’s smart tagging app has allowed for the introduction of SEO friendly pages based on product attributes that was not possible previously.

Advanced SEO Functionality

To give a competitive advantage for long tail searches, we’ve included overrides via Liquid in combination with collection metafields. We match the selected tag against metafield data and then override key collection data mentioned above as well as images and content spots. This can be uitilised for as many tags as we wish to dynamically set filtered collection content.

International roll-out

Our team have worked with Cobrasport to deliver the internationalisation strategy for territory expansion to USA

Development highlights

Vehicle finder

Shop by brand links on manufacturer logos with data transformation (enable customers to find the right parts more easily)

Use of video to showcase exhaust sounds

Embedded video content with sound clips of exhausts to enhance user experience


Home page showreel of tig welding video content embedded to bring specialist welding process to life

Content Hub

Content hub to showcase Cobra Sport awards, press coverage, informational and inspirational content

Design flair to highlight key product features

Use of spinners to highlight key product features on exhausts – improving interactivity / user experience

Custom Pricing for B2B Content Hub

Functionality to provide custom pricing for B2B and B2C orders

Custom App build for B2B Invoicing

Custom app build/integration for B2B Trade Accounts with trade discounts, drop shipping facility and invoicing on account as a payment option at ecommerce checkout stage – this functionality does not exist on any other Shopify website)

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