Cobra Sport
Bespoke Shopify migration to supercharge B2B & B2C sales of performance exhausts worldwide
- +78% Revenue increase
- +90% Conversion rate increase
- +23% Page speed increase
- +70% Sessions increase year-on-year
Project overview
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 and technical Shopify expert.
The brief
Increase ecommerce revenue and generate more B2B/B2C leads through 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.
We conducted a full site redesign with integrated top level mega drop-down with makes and models for all products.
We incorporated custom Shopify filtering on product listing pages, using our own smart tagging app to allow for the introduction of SEO-friendly pages based on product attributes which was not previously possible.
To gain a competitive edge for long-tail searches, we included overrides via Liquid in combination with collection metafields. We match the selected tag against metafield data and then override key collection data as well as images and content spots. This can be utlised for as many tags as we wish to dynamically set filtered collection content.
We used custom scripts to facilitate migration of all data - front-end content and back-office customer records - ensuring optimisation and integration with the new platform.
Our team also worked with Cobra Sport to deliver the internationalisation strategy for territory expansion to the USA.
Final-worthy work
Our incredible team's Cobra Sport project was shortlisted in four award finals. We were finalists twice at the 2021 Northern Digital Awards, for Best Website of the Year and Best eCommerce Website. We were among the top nominees at the UK Dev Awards for Best Site Migration that year too.
In 2022, we were also finalists at the Prolific North Champions in the Small Budget B2C Campaign of the Year category.
Project highlights
Custom scripts to facilitate migration of all data - front-end content and back-office customer records - ensuring optimisation and integration with the new platform.
Integration of an extensive top level mega drop-down including make and model for all products.
Custom Shopify filtering on product listing pages. Shopify does not offer filtering of Product Listing Pages (PLP) out-of-the-box. Herd’s smart tagging app has allowed for the introduction of SEO-friendly pages based on product attributes that was not possible previously.
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.
Our team have worked with Cobrasport to deliver the internationalisation strategy for territory expansion to USA.
Development Highlights
Implemented 'shop by brand' links on manufacturer logos with data transformation, enabling customers to find the right parts more easily.
Embedded video content with sound clips of exhausts to enhance user experience.
A home page showreel of tig welding video content embedded to bring specialist welding process to life.
To showcase Cobra Sport awards, press coverage, and informational and inspirational content.
Use of spinners to highlight key product features on exhausts – improving interactivity and user experience.
Functionality to provide custom pricing for B2B and B2C orders.
Custom app build and 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.
