Challenge
0.8% checkout conversion
Well below industry benchmark for a brand with a loyal enthusiast community. Demand was there; the funnel was leaking it.
Case Study
Lund Racing
Turning a passionate Ford tuning brand into a conversion machine.
2024Performance Tuning / Ecommerce
Client
Lund Racing
Sector
Performance Tuning / Ecommerce
Services
Magento 2, CRO, B2B Portal, Integrations
Specialization
Ford Mustang, F-150, Explorer Sport, SVT Raptor
Delivery
18-week phased rebuild
Company
Lund Racing
Industry
Performance Tuning
Specialization
Ford Vehicles
Audience
Enthusiasts & Dealers
Overview
Lund Racing
Lund Racing is a US-based leader in vehicle calibration and performance tuning, specializing in Ford — Mustang, F-150, Explorer Sport, and SVT Raptor. Their custom ECU tunes and performance software are trusted by daily drivers, weekend warriors, and semi-professional racers across the US and internationally.
But the existing ecommerce experience was underperforming on every dimension: a weak conversion funnel, poor mobile experience, no dealer management, disconnected back-office operations, and no SEO authority. Mejix was brought in to rebuild the entire platform on Magento 2 — conversion-first, mobile-first, and built around the way Ford enthusiasts actually shop.
Why executives care
Lund Racing sits on a massive TAM — 3M+ Mustangs and 11M+ F-150s on US roads alone. The rebuild was about converting that demand, not creating it.
Challenges
The Challenge
Challenge
Poor mobile experience
A younger, social-media-driven enthusiast base was bouncing on mobile. Every weekend drop and YouTube mention was wasted.
Challenge
No dealer portal
Manual order assignment and commission tracking across the dealer network — a hard ceiling on B2B growth.
Challenge
Disconnected operations
Shipping, tax, invoicing, ticketing, and live chat were all manual or duct-taped. Every order created back-office work.
Challenge
Limited product discovery
No make/model/year filtering, no performance-stage filtering, no comparison tools — enthusiasts couldn't self-serve the right tune for their car.
Approach
How we turned the concept into a working product
We approached Lund Racing as a conversion problem first, an ecommerce rebuild second. Discovery focused on the actual buying journey — how an F-150 owner with a stage-2 build narrows down the right tune, how a semi-pro racer evaluates a calibration, and how a dealer wants to be invoiced and paid.
From there, a Magento 2 rebuild with conversion-first UX, vehicle-specific intelligence, a proper dealer portal, and full operational integration — delivered in an 18-week phased program from discovery through launch.
Solutions
A conversion-first Magento 2 platform built for Ford enthusiasts
Four systems working together — streamlined checkout, vehicle-specific discovery, a dealer ecosystem, and a fully integrated operations stack — designed to turn passion into purchase.
Conversion-First Checkout
One-step checkout (Amasty), guest checkout, multiple payment methods, and social login (Facebook / Google) — engineered against a 250% lift target (0.8% → 2.0%).
Vehicle-Specific Product Discovery
Layered navigation by make / model / year and performance stage, plus comparison tools and product reviews — enthusiasts find the exact right tune for their exact car.
Dealer Portal & B2B Channel
Dedicated dealer account tier with order assignment workflow, automated commission tracking, and a self-serve dealer portal — built to scale the B2B side of the business.
Full Operations Stack
Stamps.com shipping, TaxJar tax, QuickBooks invoicing, Zendesk ticketing, Intercom live chat, and MailChimp email — all wired into the Magento backend so every order runs itself.
Technology
Technology stack
Magento 2.4.2 (Open Source)
Enterprise-grade ecommerce platform chosen for catalog flexibility, extension ecosystem, and B2B capability.
PHP 7.4 / Zend Framework
Backend application layer powering catalog, checkout, dealer logic, and integrations.
HTML5 / SCSS / jQuery
Mobile-first responsive frontend tuned for younger, social-media-driven Ford enthusiasts.
MySQL 8.0 + Redis
Primary datastore with Redis caching for catalog, sessions, and checkout speed.
Elasticsearch 7
Fast, faceted product search across make / model / year and performance stage.
Amasty Extensions
One-Step Checkout, Layered Navigation, SEO Toolkit, and Dealers module — the conversion and B2B backbone.
Stamps.com, TaxJar, QuickBooks
Automated shipping labels, real-time tax calculation, and invoicing sync across every order.
Zendesk, Intercom, MailChimp
Support ticketing, live chat, and lifecycle email — all integrated with customer and order data.
Results
Conversion transformation
Conversion targets set during discovery and engineered into every part of the rebuild — from checkout flow to dealer journey.
+250%
Checkout conversion target lift
Engineered from a 0.8% baseline to a 2.0% target through one-step checkout, social login, and a mobile-first funnel.
+60%
Product-to-cart engagement lift
From a 5% baseline to an 8% target via vehicle-specific filtering, comparison tools, and clearer performance-stage merchandising.
5x
Dealer request conversion growth
From 0.1% to a 0.5% target by launching a dedicated dealer portal, automated commission tracking, and clearer dealer onboarding.
Global
Market reach
US and international Ford enthusiasts, dealers, and semi-pro tuners — served from one Magento 2 platform.
3M+ / 11M+
Addressable Mustang and F-150 base
Massive total addressable market with a passionate, upgrade-ready customer profile.
18 weeks
Discovery to launch on Magento 2
Phased delivery — Discovery → Design → Infrastructure → Development → UAT → Launch.
Why Mejix
Why Lund Racing chose Mejix
01
Ecommerce conversion specialists
Every architectural decision was judged against the funnel — checkout, PDP, dealer flow — not against feature parity with the old site.
02
Magento 2 + B2B depth
Real production experience with Magento 2, Amasty extensions, and B2B dealer mechanics — including commission and order assignment workflows.
03
Enthusiast brand understanding
We treated Lund's audience as enthusiasts first and customers second — vehicle-specific discovery, performance-stage merchandising, and mobile-first UX flow directly from that.
04
Operations integration mindset
Shipping, tax, invoicing, ticketing, chat and email all wired into Magento on day one — so growth doesn't create back-office drag.
Voices from the team
What the Lund Racing team values
“Our customers can finally find the right tune for their exact build in seconds. That alone changed our economics.”
Lund Racing Product
Product Team
“The dealer portal turned our B2B channel from a spreadsheet into a real growth lever.”
Lund Racing Operations
Operations Team
What's next
Where the platform goes from here
Next phases focus on deepening the dealer ecosystem, expanding international fulfillment, and building richer content authority around Ford performance tuning — SEO, technical guides, and vehicle-specific landing pages designed to capture intent across the entire Ford enthusiast funnel.
On the platform side, that means continued conversion optimization, ongoing Magento 2 maintenance and security, and incremental integration of analytics and personalization to keep raising the conversion ceiling.
Certifications & Recognitions
Reviews & Certifications
Our clients praise us for
our great results
Mejix understood that our customers aren't just shoppers — they're enthusiasts. They rebuilt the platform around the way Ford owners actually buy, and the conversion and dealer numbers reflect that.
Lund Racing Leadership
Lund Racing
Why Mejix
Frequently asked questions
Answers to the questions buyers usually ask after seeing this case study.
Lund Racing is a US leader in vehicle calibration and performance tuning, specializing in Ford — Mustang, F-150, Explorer Sport, and SVT Raptor. Their custom ECU tunes and performance software are used by daily drivers, weekend warriors, and semi-professional racers.
Need to turn enthusiast traffic into a real ecommerce engine?
If your brand has a passionate audience but a leaky funnel, a weak mobile experience, or a B2B channel running on spreadsheets — let's talk. Mejix rebuilds ecommerce platforms exactly like this.
Magento 2, CRO, and B2B specialists. NYC-based partnership.
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