Building a Stronger eCommerce Engine
The Brief
+22% YoY Shopify Sales
+98% YoY From Facebook Ads
+10% YoY Conversion Rate
Shopify’s conversion rate increased by 10%, helping Raceland Europe generate more value from the traffic already reaching the website.
A Specialist Brand With Strong Foundations
Raceland Europe already had an established name among car enthusiasts, a specialist product range and customers actively searching for affordable suspension upgrades.
The foundations were there. Our role was to strengthen the full eCommerce journey, helping more customers find the right products through Google and Meta, improving how the Shopify store converted that traffic, and using Klaviyo to bring more potential buyers back to complete their purchase.
The Challenge
The challenge was not building Raceland Europe from scratch. It was continuing to grow in a market that was becoming more competitive every year.
We had already worked with Raceland Europe for a number of years, helping to develop the Shopify store and support its wider eCommerce marketing. As new competitors entered the market and established brands strengthened their online presence, standing still was not an option.
The goal was simple: increase online sales.
Achieving that meant improving every stage of the customer journey. Raceland Europe needed to remain visible when customers searched for suspension products, reach new audiences through paid social, convert more of its existing website traffic and bring potential customers back through email automation.
With customers often researching fitment, comparing brands and considering a purchase over several visits, the challenge was not just generating more traffic. It was making the entire eCommerce operation work harder together.
What We Did
Shopify Optimisation
We continued to improve the Raceland Europe Shopify store around one main goal: helping more customers find the right product and complete their purchase with confidence.
That meant reviewing navigation, collection pages, product information and the wider buying journey. For a specialist suspension brand, customers need clear fitment details, useful product content and reassurance that they are choosing the correct kit for their vehicle.
Rather than treating the website as a finished project, we used performance data and customer behaviour to identify opportunities, test improvements and make the store more effective over time.
Google Ads
Google Ads played an important role in reaching customers who were already searching for coilovers, suspension kits and products for specific makes and models.
We managed campaigns around customer search intent, product availability and commercial performance. This included directing budget towards stronger opportunities, refining product and keyword targeting, and reducing spend in areas that were less likely to generate profitable sales.
The aim was not simply to attract more clicks. It was to connect Raceland Europe with customers who were actively researching or ready to buy.
Meta Ads
Meta Ads allowed Raceland Europe to reach customers earlier in the buying journey, introduce products to new audiences and re-engage people who had already visited the website.
We used a mix of creative-led campaigns, product advertising and retargeting activity across Facebook and Instagram. This helped showcase the products visually, build familiarity with the brand and bring potential customers back while they were still considering their options.
Campaigns were regularly reviewed and adjusted around performance, creative fatigue, product demand and the wider commercial priorities of the business.
Klaviyo Automation
Not every customer buys suspension products during their first website visit, so email automation became an important part of the wider strategy.
We managed Klaviyo flows designed to support customers throughout the buying journey, including welcoming new subscribers, following up after product views and recovering abandoned baskets and checkouts.
These automated emails gave Raceland Europe more opportunities to answer questions, rebuild purchase intent and bring customers back to the store without relying entirely on additional advertising spend.
The Results
The joined-up approach helped Raceland Europe continue growing despite increasing competition across the suspension market.
From 2024 to 2025, Shopify sales increased by 22%, while order volume grew by 23%. This showed that growth was being driven by more customers placing orders, rather than relying solely on higher basket values.
The Shopify conversion rate also improved by 10%, helping Raceland Europe generate more sales from the traffic already reaching the store.
Customer acquisition strengthened across both search and social. Sales from paid and organic Google Search increased by 37%, while sales attributed to Facebook Ads grew by 98% year-on-year.
Together, these results demonstrate the value of improving the entire eCommerce journey rather than relying on one channel alone. More potential customers were finding Raceland Europe, more of them were completing a purchase, and the business continued to grow in an increasingly competitive market.
23% YoY increase in order volume
37% YoY sales growth from Google Search
Growth across search, social, Shopify and email
