Pro Speed Racing

The first phase of the transformation was researching Pro Speed Racing’s own Google Analytics data, identifying the brand’s top 100 revenue-generating products. This allowed us to uncover key categories like Exhausts, Engine, and Induction, which were clearly driving the majority of sales. Within the Engine category, for example, we further refined our focus to high-performing subcategories, such as short block engines and fuel system parts. Recognising the power of brand recognition, we also analysed top-performing brands, discovering that just two brands accounted for over a third of all revenue.
By leveraging internal architecture (IA) principles, we strategically mapped the site structure based on product availability, business value, and organic search demand. This ensured we could effectively support core pages and address content gaps. Our total market research approach provided a high-level view of category and subcategory opportunities, helping us assess keyword potential in relation to overall market share. Tools like SEMrush and Search Console further refined our insights, allowing for data-driven decisions that maximised SEO impact.
This meticulous and data-intensive process laid the foundation for a highly effective SEO strategy designed to increase traffic and drive significant revenue growth for Pro Speed Racing.

SEO Migration:

The SEO migration for Pro Speed Racing was critical to the overall platform transition from Neto to Shopify Plus. The enterprise-level features of Shopify Plus allowed for better handling of complex URL structures, optimised site speed, and scalable SEO architecture.

Recognising the potential impact on organic visibility, LION Digital implemented a comprehensive SEO migration framework. This involved meticulous pre-migration planning, ensuring every aspect of the SEO landscape was accounted for, including the specific nuances of migrating from a custom platform like Neto with a multi-layer URL structure to the more standardised Shopify environment. During the migration, precise execution was paramount, with key tasks such as 301 redirect mapping, 404 error prevention, and on-page tag migration handled with meticulous care.

To ensure a seamless migration from Neto to Shopify, we conducted an in-depth site audit, including UX analysis, organic visibility research, and competitor benchmarking. This informed a strategy that redesigned site architecture, optimised navigation, and enhanced search functionality to greatly improve the user experience while maintaining strong SEO performance.

Our design and development teams completely overhauled the UX, implementing a more intuitive navigation system for 50,000+ SKUs and integrating Convermax to deliver advanced search and filtering, allowing customers to quickly find the right automotive parts. A structured SEO migration plan was executed, mapping URLs to valuable keywords and implementing efficient 301 redirects to maintain organic rankings.

Navigating the differences in platform architecture and functionality between Neto and Shopify added a layer of complexity, requiring careful consideration of URL structures, template changes, and potential variations when handling these SEO elements.

Post-migration, thorough audits and troubleshooting were conducted to identify and address any potential issues. This comprehensive approach, covering everything from crawlability and indexation to content and metadata, ensured a seamless transition for Pro Speed Racing’s organic search presence, minimising disruption and laying the foundation for future SEO growth within the Shopify ecosystem.

To meet the client’s specific operational needs, our team of 10 experts leveraged Shopify Plus’ advanced API capabilities to develop a custom Shopify App and bespoke integrations, developed to streamline internal product management and workflows with the following features:

• B2B shipping integration with StarshipIt, ensuring a seamless fulfilment process.
• A custom bundle feature, allowing customers to configure product packages easily.
• Custom Fishbowl Integration for seamless Inventory Management
• Custom automated credit card fee calculations added at checkout.
• A tailored product listing app that provided a custom backend view of products, designed to align with the client’s internal workflows and improve product management efficiency.

Mobile usability was greatly improved, the checkout process was streamlined, and load speeds were optimised to remove friction at every stage of the customer journey.

Finally, metadata and on-page content were refined to align with SEO best practices, ensuring higher engagement and improved readability. The result was a vastly improved UX, stronger organic visibility, and a scalable technical foundation for long-term growth.

Performance Improvements:

Following the website migration and SEO strategy implementation, Pro Speed Racing saw encouraging growth in several key areas during Q4 2024:

• Overall Growth: Pro Speed Racing demonstrated positive growth in Q4 2024 compared to Q3 2024, with sessions increasing by 7.4% to 320.3K and purchase revenue rising by 3.5%. We achieved the business’s first 7 figure month in online revenue.
• Increased Transactions: The number of purchases reached a significant jump of 10.3%, indicating a growing customer base.
• Improved Conversion Rate: The eCommerce conversion rate improved by 2.8%, reaching 1.1%, suggesting more effective conversion strategies.
• Strong Organic Search Performance: Organic Search remains a critical revenue driver, contributing 45.9% of all eCommerce purchases. Organic traffic sessions rose by 14.4% to 161K, demonstrating effective SEO efforts.
• Improved Keyword Visibility: Several high-volume keywords directly related to the keyword strategy saw improved positions in search results, including:
  • “Invidia” (1,900 searches/month) up to position 3
  • “car axle” (1,000 searches/month) reaching position 1
  • “cat-back exhaust” (1,600 searches/month) up to position 5

These results suggest that Pro Speed Racing’s SEO and digital marketing strategies have yielded positive outcomes, particularly in driving traffic and improving visibility for key product-related search terms.

Email Marketing & Klaviyo Setup:

Pro Speed Racing needed a powerful email strategy to accelerate sales and customer engagement. To achieve this we migrated them to Klaviyo, optimised their account, and implemented high-impact automation that delivered personalised experiences and benchmark-smashing revenue growth.

Over a tight timeline, we created tailored foundational flows such as a personalised Welcome flow, Abandoned Checkout, Browse Abandonment, and Post-Purchase flows for first-time and repeat customers. The final stage focused on testing, optimising, and going live with all flows, delivering a significant increase in revenue.

Our custom cart recovery strategy was a game-changer, generating $33.28 revenue per recipient — over 3X the Klaviyo automotive benchmark of $9.86. By implementing a dynamic, behavior-driven approach, we crafted compelling reminder emails and SMS messages tailored to each customer’s browsing and purchase history. These personalised messages reignited interest, addressed potential purchase barriers, and successfully reclaimed abandoned carts at an industry-leading rate.

As part of our custom data capture strategy we profiled customers by car make, allowing us to gather rich, actionable insights. This enabled us to deliver hyper-personalised product recommendations, ensuring customers saw the most relevant performance parts and accessories for their specific vehicles.

Through advanced data capture, segmentation, and high-performing automated flows, we delivered personalised email strategies that drove significant revenue growth and exceeded industry benchmarks.