ABOUT REAL STREET PERFORMANCE
Real Street Performance realized a long time ago that if their customers are nuts about cars, they needed to be just as nuts (or even more so). The company supplies car parts to racers and auto shops all over the world, but the real value comes from their dedication to sound advice and dependable customer service. Over half of their team are experienced advisors that can discuss the finer points of brake pads or explain how imitating the nitrous scenes in the Fast and the Furious series can be a little dangerous. Real Street Performance operates out of a 20,000 square foot distribution warehouse in Sanford, Florida filled to the edges with car parts. Real Street Performance also offers free ground shipping on most orders over $150 within the continental United States.
THE CHALLENGES
Car suppliers like Real Street Performance sell technical, attribute-driven products that often look the same but are functionally distinct from each other. Real Street Performance was having trouble differentiating specific parts on their website since it was hard for customers to make a distinction through thumbnail images or product titles. Since a single wrong part can jeopardize an entire car build, this was a big problem for them.
To create an easier buying experience that would reduce confusion for their customers, Real Street Performance needed to fix the following issues:
- Hundreds of their parts look virtually identical and have near-identical titles that are often differentiated by only a couple characters. This created a major pain point, in which their customers were being forced to click into each item on the search results page to view specs and determine compatibility. They needed to display similar products to people in a way that let them filter and sort the differentiating product information into something digestible.
- Not all automotive parts are compatible with each other or even certain vehicles, and it is almost impossible to remember all these compatibility differences without any type of reference. Real Street Performance wanted to create an online tool that would match up their customers’ make, model, and engine type with compatible parts and accessories.
- Real Street Performance’s website search was not reflecting what their customers wanted. Since their customer base is comprised of knowledgeable people that know exactly what they are looking for, Real Street Performance needed a more granular search function. That way, customers could easily locate specific parts quickly.
THE SOLUTIONS
Kensium designed and implemented Real Street Performance’s new website on Adobe Commerce Cloud (formerly Magento Commerce) and custom built new functionality to address each of the challenges listed above. Kensium took control of the entire implementation and launched the website just in time for Black Friday. We also added several new extensions to improve user experience and data visibility.
- Kensium built “Item Cards” for each their products (shown above). These item cards show customers the distinct specifications of each product below the thumbnail, so that users can differentiate the products on a single page. The Item Cards showcase product images, specifications, SKU number, price, product availability, and “add-to-cart” functionality. This creates a simpler, faster way for customers to find what they are looking for without clicking into dozens of webpages. Kensium also connected the Adobe Commerce website with Real Street Performance Performance’s ERP, allowing them to sync order information.
- The new Package Builder tool (shown above) simplifies part compatibility. Serving as both a sales and educational tool, the Package Builder goes to a table view that walks customers step-by-step through the process of selecting all the parts they need to build major car components. They can also enter their vehicles’ make, model, and engine type to receive compatible parts and accessories. For power users, this tool turned up the acceleration of the buying process, transforming a 30-60-minute process into a 1-2-minute interaction.
- Kensium used Algolia to create over 350 search filters to the website, so customers can now get as granular as they want when narrowing down product results. While that number of filters may seem like overkill, it is necessary to service the car fanatics that would come to the website to find specific auto parts.
- We created an additional feature called “Build A Recipe”. Similar to how cookbook recipes are laid out, Real Street Performance Performance’s Build-a-Recipe feature takes the same concept and applies it to custom-built vehicles. Each “recipe” gives the customer a story, a list of auto parts for purchase, instructions, specifications, guides, and more. This feature was well-received among car enthusiasts looking to build or modify custom vehicles.
- Kensium implemented cost-based discounting. When their customers buy certain items together, Real Street Performance provides a discount based on a percentage of the true product costs.
THE NUMBERS
40% Decrease in Website Bounce Rate
AVG Item Quantity Per Order Increased by 500%
THE TAKEAWAY
Kensium upgraded Real Street Performance’s website from Magento 1 to Adobe Commerce and implemented all the features detailed above. By creating these brand-new tools, search functionality, and customer experience enhancements, Real Street Performance tuned up their website and saw an immediate increase in sales. If you want to see for yourself, head over to https://www.realstreetperformance.com/, or check out their YouTube channel for frequent video content.
The Fact That Adobe Was Able To Provide A Platform That Was Able To Facilitate Such Heavy Customization Without Breaking Down Is Truly Impressive. It Is Really An Amazing Platform For Customization.
- Clay Marsh, Business Partner at Real Street Performance
.png)
