Roush Performance
Deliverables:
Platform Upgrade, UI/UX Design, Strategic Consulting, Technical SEO
Platform:
Shopify Plus
Jump to: Meet the Client | Understanding the Problem | Solution | Results | Client Testimonial
Meet the Client
Roush Performance, a division of Roush Enterprises, builds high-performance vehicles, superchargers, and aftermarket parts for enthusiasts worldwide.
Understanding the Problem
Roush Performance’s legacy Magento 1 site was becoming a roadblock. The design felt outdated, the platform required constant custom development, and maintaining security and PCI compliance was increasingly challenging. It no longer reflected the brand’s innovation or supported their growth goals..
Solution
Choosing the Right Platform
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.
Design That Reflects Performance
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.
MEGA MENU
A redesigned mega menu improved usability, simplified navigation, and made it easier for customers to discover products faster.
UI KIT
A custom UI Kit was developed to eliminate design inconsistencies, speed up updates, and keep every page visually aligned with the Roush Performance brand.
BLOG PAGES
A refreshed blog experience enhances readability, showcases bold imagery, and keeps visitors engaged with related content.
Easier Management, Faster Updates
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.
Cost Savings Through Consolidation
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%
HOMEPAGE
We refreshed the homepage with stronger visuals, clearer pathways to products, and a layout built to drive users deeper into the shopping journey.
PODCAST
The podcast landing page and episode templates were redesigned to highlight topics, improve navigation, and make it easier for users to explore new content.
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