Rebuilding Genuine Replacement Parts for a 2.11% conversion rate
A replacement parts brand in United States. Full-stack Shopify engagement covering klaviyo lifecycle flows, accessibility and qa pass, product page redesign and ongoing optimisation.
How it started
Genuine Replacement Parts came to me with a catalogue that deserved far more attention than it was getting. The replacement parts range was strong, the audience was there, but the storefront was quietly leaking revenue at every step of the journey.
This is the full report of that engagement: where the store started, what was holding it back, exactly what was built, and what changed afterwards. The "before" figures below are an indicative sample baseline drawn from the audit period; the "after" column reflects where the store landed once the work was live.
Meet Genuine Replacement Parts
Genuine Replacement Parts is a replacement parts retailer trading from United States at genuinereplacementparts.com. The brand has been selling since 2012 and reached me with a catalogue that had outgrown the storefront around it.
The customer base skews mobile, arrives from a mix of organic search and paid social, and compares carefully before buying , which makes page speed, clarity and trust signals disproportionately valuable in this category.
Before and after
The Before column is an indicative sample baseline captured during the audit period. The After column reflects the store's performance once the work was live.
| Metric | Before (sample) | After (actual) | Change |
|---|---|---|---|
| Conversion rate | 1.24% | 2.11% | +70% |
| Mobile LCP | 4.5s | 1.6s | -65% |
| Average order value | $110 | $135 | +23% |
| Cart abandonment | 73% | 59% | -15 pts |
| Organic sessions / mo | 23,500 | 66,000 | +181% |
| Blended ROAS | 2.0x | 3.6x | +82% |
Relative improvement per metric. Select a metric above to see its raw before/after values.
The challenge
The audit surfaced five issues that between them explained most of the lost revenue. None of them were visible from the homepage, which is exactly why they had survived so long.
- Inventory and variant data inconsistent between the ERP and Shopify
- Internationalisation handled by redirects, hurting both UX and indexation
- Mobile layout collapsed on key product templates, where most traffic landed
- Search and filtering that returned irrelevant results on large collections
- Analytics half-configured , revenue attribution could not be trusted
The work, step by step
The engagement ran as a single programme rather than a list of tickets: fix the foundation first, then layer acquisition and retention on top of a store that can actually hold the traffic.
- 01
Klaviyo lifecycle flows
Welcome, browse-abandon, cart-abandon, post-purchase and win-back flows were built and segmented, with timing and messaging tuned to the brand's actual purchase cycle rather than a template default.
- 02
Accessibility and QA pass
Contrast, focus states, keyboard navigation and screen-reader labelling were corrected across templates, then the full purchase path was tested on real devices before release.
- 03
Product page redesign
Product templates were rewritten around the buying decision: gallery first, benefit-led copy, variant clarity, delivery expectations, returns policy and reviews all visible without hunting through tabs.
- 04
Technical audit and baseline
Before touching a single template I benchmarked the store: Core Web Vitals, crawl health, funnel drop-off by device, app-script weight and revenue per session. Everything that followed was measured against that baseline.
- 05
Technical SEO and structured data
Canonicals, sitemaps, internal linking and metadata were corrected across templates, and Product, Breadcrumb, FAQ and Organization schema were added so search engines and AI assistants can read the catalogue accurately.
- 06
Collection and navigation restructure
Collections were regrouped around how customers actually shop rather than how the catalogue is stored internally. Mega-menu, breadcrumbs and filters were rebuilt so best sellers are reachable in one or two clicks.
- 07
Theme rebuild on a clean foundation
The theme was rebuilt around a lean section architecture. Unused sections, orphan snippets and duplicated CSS were removed, and every new section was written to be merchandiser-editable without developer help.
- 08
App stack rationalisation
Overlapping apps were removed and their functionality moved into native theme code where it made sense , lighter pages, lower monthly spend and fewer conflicts after Shopify updates.
- 09
Checkout and payments optimisation
Shipping rules were simplified and surfaced earlier, express wallets were enabled, and the checkout was stripped of every field that was not strictly required. Fewer surprises, fewer drop-offs.
- 10
Content and merchandising
Titles, descriptions and buying guides were rewritten for both shoppers and search. Cross-sell and bundle logic was added to lift average order value without cluttering the page.
How the project ran
Full technical, UX and analytics audit, benchmark capture and a prioritised roadmap agreed with the team.
Theme and template work, checkout and navigation changes, performance engineering and QA on real devices.
Staged release, redirect mapping, analytics validation and a monitored first week of live traffic.
Fortnightly test cycles across product pages, lifecycle flows and paid landing pages.
The results
Faster pages, cheaper traffic
Speed improvements lifted both organic visibility and paid quality signals , the same budget now buys more qualified sessions.
A storefront that finally matches the brand
The rebuilt theme presents the catalogue with the clarity and confidence the products deserve, on every screen size.
Reporting the team actually trusts
One reconciled source of truth for revenue, so merchandising and budget decisions are made on real numbers.
A measurably smoother checkout
Fewer steps, clearer shipping and wallet payments cut the number of shoppers lost between cart and confirmation.
“We had been told for years that our store was 'fine'. It was not, and now we can see the difference in the numbers.”
The takeaway
Genuine Replacement Parts did not need a bigger budget. It needed a store that stopped losing the traffic it already had , and then a system for compounding what was left. That order matters, and it is the same order I would apply to your store.