Duallane Truck Parts
Platform:
Adobe Commerce (Magento)
Meet the Client
Duallane Truck Parts, part of a larger, family-owned conglomerate of businesses serving the trucking industry, launched a new site in September 2023. The site – built by Human Element on the Adobe Commerce (Magento) platform – sells parts, accessories, and gear for the long-haul trucking industry.
Understanding the Problem
Seeking improved site functionality, NoIR first needed to upgrade their eCommerce hosting platform. The company was serving their audiences on two separate sites, both of which were hosted on an older version of Magento. NoIR also wanted to help customers navigate the site with more ease and confidence to select the right products they needed. Accordingly, NoIR needed to take some action to create a more user-friendly and self-serviceable customer experience for both B2B and B2C clients.
Solution
Product page SEO optimizations based on MPN numbers
Human Element conducted thorough SEO research of industry and competitor site content and keywords to inform on-site SEO and content during the site build. As a result, Duallane’s PDP (product description pages) largely rank in the top 10 of search results for high conversion-intent keywords.
Establishing Google Shopping Presence
Upon Human Element’s recommendation, Duallane established an additional channel for advertising their products. This led to their revenue more than doubling from October to November 2024.
Custom integration between ERP system and Adobe Commerce (Magento)
Duallane’s ERP drives many of its business operations, including inventory, financial reporting, sales, and other functions. With a custom integration of the ERP to the eCommerce platform, Duallane is able to quickly push orders, inventory, and other information between systems, allowing their team to be more efficient and impactful.
Extended core Adobe Commerce (Magento) functionality
Through both extensions and customizations, Human Element was able to provide additional features for site users and admins.
Results
With the establishment of Google Merchant Center product listings, KPIs in Q4 2024 strongly outpaced Q3 2024:
- Online revenue increased 264%
- Average user conversion rate increased 20%
- Total number of users visiting the site increased 196%.
In 2025, the continued growth results – comparing Jan ‘24 to Jan ‘25 – are already impressive:
- 257% increase in revenue
- 43% increase in user conversion rate
- 38% increase in total users
Future Enhancements:
- Email marketing automations
- Content strategy
- Increased product data filtering
- Customized solution for multi-source inventory
“We’re so thrilled with the results of our eCommerce website. As part of our commitment to provide great service to our customers and community, the website helps us deliver our products in a new channel in addition to our brick and mortar stores. This not only widens our reach but offers a new avenue for our customers to find what they need whenever they need it. We’re grateful for our partnership with Human Element to expand our business in this way.”
Zach Young – VP Business Development / Strategic Products, Duallane Truck Parts