Increasing Conversions by 60% for Towbar Express
A Magento 1 to Magento 2 migration for a leading towbar retailer, featuring a bespoke vehicle management database, streamlined buying journey,
Introducing
Towbar Express
Industry
Automotive
Services
Magento 2 Design & Development
Website
towbarexpress.co.ukFrom Magento 1 to a smarter way to buy towbars online
Towbar Express came to Limely in 2018 for a Magento 1 to Magento 2 migration. The brief went beyond a straight migration: they needed advanced features designed to streamline the buying journey and eliminate the friction that was costing them sales. We rebuilt the store with a bespoke vehicle management system, a tightened UX, and performance improvements that collectively delivered a 60% increase in conversions.
A bespoke database built for towbar compatibility
The centrepiece of the new build is a bespoke vehicle management database with a custom bulk-update script covering inventory, pricing, and towbar compatibility options across thousands of vehicle makes and models. This gives the Towbar Express team complete control over their catalogue at scale, while giving customers confidence that they are finding the right product for their specific vehicle, a critical trust point in a category where fitment errors matter.
The impact we made
Lightning-fast with advanced JS bundling
We implemented advanced JavaScript bundling to dramatically reduce page load times across the store. Fast performance is a direct conversion driver in automotive ecommerce. Customers searching for a specific product have high intent and low patience. The combined effect of the platform upgrade, performance improvements, and UX refinements delivered a 22.3% uplift in transactions alongside the 60% conversion increase.
“Love working with Limely! They are always approachable, full of ideas and a pleasure to deal with. Would highly recommend.”
Trust signals and helpful content throughout
We integrated TrustPilot reviews and 5-star ratings prominently across the site, supported by bespoke iconography and promotional banners that reinforce confidence at every stage of the journey. A blog and buying guide section provides helpful content that supports purchase decisions and improves organic search visibility through SEO-optimised location and category pages.
