Web Design Re-platform on Shopify
ATS Diesel has been a staple as well as a leader in the Diesel Aftermarket Space. They engineer & manufacture products from TCM electronics & Turbo Kits all the way to transmission upgrades and the new Allison Conversion kit. This is no easy feat and keeping a company running like that is not easy. That comes with a set of skills that is usually not aligned with the inner workings of web design and SEO.
So when we had our initial discovery calls, we were not surprised to see yet another customer who had been blindly lead down the incorrect path. We knew that our focus would be moving the website to Shopify and keeping costs way down compared to what they had, but we were definitely caught a little off-guard to see the data structure and the way items had been built in the backend. But, the best way to tackle things is head on. So, we ran a comprehensive scan of everything possible including competitors, website, SEO, user data and other pieces, laid out a plan and got to work!
Problems
ATS Diesel had trusted SuiteCommerce to build the website in a direct connection to their ERP system NetSuite. We found as we often do, that SuiteCommerce had major limitations on customer behavior & flow settings as well as many many SEO related restrictions. We first identified what limitations there were within the current platform and listened to all of the pain points had by ATS. We found that ATS had to request changes from a contractor no matter how small or mundane the task may have been. We also found that within the site, as with most e-commerce automotive sites, that it was very difficult to make options and include core charges to them. ATS Diesel has been around for what seems like the begining of Diesel Performance, so we knew we had to maintain the grouping and terminologies that dealers and consumers had come to expect.
After we dove into the data side of things, we uncovered a whirlwind of items overlooked by other contractors and were just band-aided to get the job done. This includes streamlining data, proper image naming & compression, duplicate sku’s and a bucket of other issues not easily distinguishable by someone who does not work with data.
This was a massive undertaking to extract the data from NetSuite in multiple files and needed a good amount of man hours just to realign the data. Once re-aligned and matched up with newly renamed images, we were ready to get the data set on a steady export to ASAP Network to share with all ATS Dealers.
That was just the data issues, now were able to move on to the SEO and core web vitals of the current site which carried a massive 30,000+ error count and 103,000+ warnings resulting in a low 65% in Site Health. This meant that the website was crippling the efforts of ATS and their marketing to where the site was not looked at as an authority for their keywords or target market. Essentially, the internet hated the ATS website and we needed to drastically change that.
Solutions
Results
The results can be talked about for days, but we will sum it up. By cleaning the ATS data and re-aligning the images, we now have clean data that is scheduled and automatically exported on a schedule to ASAP Networks, which makes Amanda very happy! This means that dealers are now getting the most up to date changes in ATS data instead of stale data they were getting previously. We took aim at those nasty errors and warnings and were able to narrow them down to almost 0! That’s right, we optimized the new site to relieve the stress of having so many issues making the website load faster, crawl better and run smoother for crawlers and users. We were able to get the page load times down to within 1 second for CLCP meaning that each page loads in less than 1 second in entirety. We have now increased the Site health to over 97% and are increasingly gaining market share by a steady increase in the ATS Diesel Authority Score.
The new Keyword strategy as well as the previous keywords are almost all on an uptrent iin SERP results and have over 30+ keywords in the top 3 compared to the previous 1!
The website is also easily changeable and can be performed as quickly as a few seconds in some cases. Others minutes. Marketing is now easier than ever by utilizing a dynamic url structure which the marketing team is absolutely thrilled about.
