A performance automotive institution for over 30 years needed a complete overhaul itself. 35,000+ parts from 22 performance vendors needed to be imported, massaged, and built into a platform that allowed for an easy shopping experience, while disseminating the decades of content that had grown on the old site. All this while maintaining very carefully the link structure and search engine rankings that had grown to make the inbound traffic what it was. The result was a site that kept visitors twice as long, converted them 10x as often, and generated revenue in new ways