Industry

Classic Car Parts, Global Retail

Project Type

E-commerce Development - 2,000+ SKUs

Services

Custom Website, SEO, & Google Ads

Technology

Headless Shopify with React Frontend

ANDY BERNBAUM CLASSIC MOPAR

Project Overview

Oldmoparts’ previous WooCommerce site was slow, unreliable, and lacked the search functionality needed to navigate a complex parts catalog, which made it difficult for customers to find what they needed. To support growth and improve the shopping experience, they needed a faster, more intuitive platform.

The new site was built using a headless Shopify architecture powered by React, with a focus on performance, structured data, and a streamlined year/make/model search, critical for helping customers quickly locate compatible parts without confusion. Within two weeks of launch, the site was already on pace for its second best sales month in company history.

GROWTH OPPORTUNITIES

01.Usability

The previous WooCommerce site offered no part search functionality and a disjointed navigation experience, making it difficult for users to find what they needed. This created ongoing frustration for customers trying to locate compatible products.

02.Conversions

Site speed issues, bugs, and a clunky checkout process were causing friction throughout the buying journey. These obstacles led to lost sales and limited the performance of both organic and paid traffic efforts.

03.Scalability

The original platform made it difficult to add or manage products efficiently, limiting site growth and marketing agility. The new system streamlines product management and sets the foundation for future expansion.

STRATEGIC FOCUS

First, we prioritized ease of navigation by designing a tailored year/make/model search tool. This made it simple for users to find compatible parts, reducing friction and improving the overall buying experience. With over 50% of visitors accessing the site from mobile devices, we used that data to guide a mobile-first layout that felt intuitive across screen sizes.

Second, we rethought the sales journey from end to end. By optimizing the structure for both SEO and paid ad performance, and simplifying the checkout process, we laid a strong foundation for conversions. Every design decision was informed by user behavior, ensuring calls to action and product pathways aligned with how customers actually shop.

Finally, we created a backend experience that’s as streamlined as the frontend. The new system empowers the client to easily manage products, track performance, and respond quickly to marketing needs, laying the groundwork for long-term growth and operational agility.

TECHNOLOGY

SOLUTIONS DELIVERED

The website was developed using a headless architecture with a React front end powered by a Shopify back end, and deployed through Vercel for maximum speed and scalability. Page speed was a core priority, with server-side rendering, pre-rendered content, and optimized routing all contributing to a faster, more responsive experience across devices.
Key features include a dynamic year/make/model search, structured product filtering, SEO-friendly URLs, and integrated analytics. To support product SEO at scale, AI-assisted workflows using ChatGPT were implemented to generate optimized meta titles and descriptions across the catalog. The site also launched fully ADA compliant, ensuring accessibility for all users and alignment with modern web standards.

MEASURABLE GROWTH

The new site delivered more than a visual upgrade, it created meaningful performance gains from day one. With faster load times, improved accessibility, and a more intuitive structure, the platform is already showing strong early results.

92%

Site performance improved from a score of 49 to 94. Faster load times reduce bounce rates, improve SEO, and increase conversions.

85/100

Accessibility score at launch. Meets ADA compliance standards and ensures the site works for all users.

Top 2

Second highest sales period in company history, reached within two weeks post launch.

ACES ABA