Automotive eCommerce · Foundation + Visibility + Conversion · 30-day rebuild
Case No. 04HMD Fabrications
The product was never the problem. The storefront was.
HMD Fabrications builds premium hand-fabricated diesel exhaust systems. The product quality was never the bottleneck. Customer confidence and purchase friction were. In 30 days, we rebuilt the entire Shopify storefront, streamlining the buying journey, establishing trust signals, and creating the conversion infrastructure the business needed. Total sales increased 109% in the period following launch.
- Total sales
- +109%$11,177 in the period
- Reached checkout
- +268%
- Clicks to check out
- 72
- PageSpeed
- 7.39.6
The fog
A $600 product sold like a $60 one.
For a $400 to $600 hand-built exhaust system, trust is not a marketing feature. It is the purchase mechanism. Buyers need to know the founder, understand the product, and believe the installation is manageable before they commit. The old storefront answered none of those questions.
Seven clicks to check out, a 6.4 accessibility score, and product pages that buried the specs buyers needed.
Revenue
The numbers that followed the rebuild.
Period-over-period Shopify data. No attribution modeling, no projections. These are verified revenue figures from the same storefront before and after the 30-day rebuild.
- Total sales
- $11,177
- Orders
- 18
- Avg order value
- $608
+109%vs. prior period
+100%double the prior period
+9%higher-value purchases
The tell
Traffic grew 95%. Purchase intent grew 268%.
"Reached checkout +268%" is the most meaningful metric in this funnel. Sessions grew 95%, but checkout intent grew nearly three times faster: a direct signal that more visitors were arriving with genuine purchase motivation, and fewer were abandoning before committing.
The conversion infrastructure (clearer product hierarchy, streamlined cart, express checkout options, and trust signals at every touchpoint) is what produced that gap.
Growth by funnel stage, period over period
Every channel
More traffic, into a better system.
Instagram sessions increased 202%, reflecting stronger brand presence and more shareable product presentation. Direct traffic grew 144%, suggesting improved word-of-mouth and return visit behavior. Neither required additional ad spend.
Product page sessions for the 5" Variable Muffler grew 1,100%. The installation resource center drove 317% more sessions from buyers researching fitment before purchase.
Session growth by surface
What we built
The inputs behind the outputs.
The revenue numbers are outputs. These are the inputs. Each element was designed to resolve a specific conversion barrier, identified through a diagnostic audit of the storefront before any work began.
Friction elimination
Checkout reduced from 7 clicks to 2. Express checkout via Shop Pay, PayPal, Google Pay, and Venmo added above the fold.
Trust signals
Founder visibility established. Customer reviews integrated. Social proof positioned before the first purchase decision point.
Product discovery
Homepage hierarchy rebuilt around the two core SKUs. Product pages rewritten with spec clarity, fitment guidance, and professional imagery.
Installation resources
A dedicated installation center for buyers researching pre-purchase. Sessions grew 317%.
Mobile-first buying
The most common purchase path for this category is mobile, so the redesign prioritized that journey end to end.
SEO foundation
138-point implementation completed before any paid campaigns ran. Discoverability built in from day one.
Technical foundation
Every metric moved in the right direction.
A 9.6 PageSpeed score means the buying experience loads in under two seconds on mobile. A 9.3 accessibility score means the storefront is navigable for every customer. These are not vanity metrics; they are the infrastructure underneath the revenue.
Scope of work
30 days. Four parallel workstreams.
01
Website modernization
- Complete site redesign
- Mobile-first architecture
- Product page copywriting
- Trust strip + social proof
- FAQ system
- Installation resource center
02
Conversion optimization
- 7 clicks to 2 (checkout)
- Express checkout
- Shop Pay, PayPal, Google Pay
- Venmo integration
- Above-fold CTAs
- Email capture
03
138-point SEO
- Keyword research
- Meta title + description
- Image alt attributes
- Internal linking
- Schema.org markup
- XML sitemap + robots.txt
04
Technical infrastructure
- Meta Pixel installation
- Core Web Vitals optimization
- Accessibility audit
- Semantic HTML
- AI-search optimization
- Google Search Console
Foundation before scale
Phase one was not about making the site look better.
The objective was to create a business asset capable of converting every future visitor more efficiently than the previous system allowed. A rebuilt storefront with strong conversion infrastructure, clear trust signals, and a frictionless buying path does not just improve the present; it compounds every future channel.
Paid advertising, organic search, Instagram, direct traffic, email marketing: every channel now reaches a significantly stronger conversion environment. That is the leverage the data reflects: sessions grew 95%, but revenue grew 109%, because the same traffic converted at a higher rate.
Phase two (Meta advertising, email automation, and content) will run into infrastructure designed to convert. That sequencing was intentional.
- Sessions
- +95%
- Total sales
- +109%
- Reached checkout
- +268%
more visitors
more revenue
stronger intent
Results are specific to this client and period, from client-provided or platform data. They are not typical or guaranteed; outcomes depend on your business, market, budget and other factors.
Free 30-minute consultation
Want numbers like these?
Thirty minutes, no pitch. Bring your numbers. You will leave knowing what to fix first, whether or not we work together.